The Zhitong Finance App learned that after being absent for three years, offline concerts have once again returned to the public. According to incomplete statistics, more than 400 concerts have been held across the country during the year, and more than 50 groups of artists have put solo concerts on their schedule. The second quarter entered the peak season. There were nearly 150 concerts in April and May, respectively, exceeding the same period in 2019. Taking May 20 as an example, nearly 20 singers including Liang Jingru, Liu Ruoying, Zhang Shaohan, Li Yuchun, Li Ronghao, Zhang Jie, and Xue Zhiqian sang. The concert venue covered various cities such as Beijing, Shanghai, Changsha, Zhengzhou, Taiyuan, and Quanzhou.
Since this year, the offline concert market has ushered in a strong recovery, and tickets for many shows have sold out quickly. Take Jay Chou's 2023 Carnival World Tour as an example. Tickets for the 12 shows in the three cities were “in seconds” as soon as they went on sale. About 3 million people participated in ticket grabbing for the most popular shows. Tickets for the “Mayday Beijing Bird's Nest Concert” went on sale in just a few seconds, and a total of nearly 300,000 tickets for the six concerts were sold out.
In addition to concerts, music festivals, which are also large-scale offline commercial performances, are also popular. According to incomplete statistics from Zhongxin Jingwei, there were 41 music festivals nationwide during the “May 1st” period, involving 19 provinces, far higher than last year. Meanwhile, Livehouse (small live performance), which represents the miniature business format of the performance market, is also developing rapidly. According to data from the Barley platform, the number of Livehouse sales from February to March reached more than 2,800, 16 times that of the same period in 2019.
The strong recovery in the offline performance market has led to an increase in box office revenue.According to data monitoring by the China Performance Industry Association's performance ticketing information collection platform, in the first quarter of this year, the number of commercial performances (excluding entertainment venues) nationwide was 68,900, an increase of 95.42% over last year; the box office revenue of performances was 4.980 billion yuan, an increase of 110.99% over last year; concerts and music festivals sold more than 1.1 million tickets, making them the highest grossing performance type at the box office.
Behind the carnival, in addition to the singers and stars themselves, related markets such as agencies, organizers, ticketing platforms, props, and stage artists will directly benefit. According to an investigation by Beijing Commercial Daily, as early as 2018, a single concert could bring over 10 million in revenue to the performer behind it. In addition to the most regular and obvious revenue from the box office of performances, performers and artist agencies can also take 100 million yuan in revenue by reaching out to every link in the concert industry chain.
In addition, offline performances have also become a booster for urban cultural tourism consumption. The first thing that caught fire was cultural tourism consumption in surrounding hotels, restaurants, etc.
According to research by the China Performance Industry Association, during the May 1st period, music festivals and concert programs alone drove more than 1.2 billion yuan in comprehensive consumption of transportation, food and lodging, etc. other than the box office of the performance, showing that such performance programs have a strong driving power for surrounding consumption such as transportation, lodging, and catering.
Superstars, on the other hand, are even more influential. Taking Mayday as an example, Meituan and Dazhong Dianping data showed that May 9 was the day the tickets were billed, and the number of hotel reservations throughout Beijing during the Mayday concert increased by about 300% compared to the same period in 2019. Among them, the number of accommodation reservations for the 5-kilometer area around the concert venue, Bird's Nest, increased 2,400%.
Yang Jinsong, director of the International Research Institute of the China Institute of Tourism Research, pointed out that a boom in the performance market can not only bring direct economic benefits to the host city, but also raise the city's popularity, show the city's good business environment, etc., to attract more tourists to travel in the future, and even lay the foundation for soliciting investment.
Yu Mei, head of cultural industry research at the Co-Found think tank, said that the concert market is a diversified, specialized and integrated market across borders. Through theatrical performances, event marketing, cultural and creative derivatives, and the influence of artists, it promotes collaborative innovation and development in the culture, music, tourism, performance, art, sports and other industries.The recovery, development and popularity of the entire concert market not only has positive significance in driving the recovery of the music industry, but has also played an important role in driving the development of other related industries and helping cultural economic development.
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