On September 29, there were 2 days left before the National Day holiday, and the Durian Summer Music Festival originally scheduled to be held in Zaozhuang, Shandong Province during the National Day was announced to be postponed due to "force majeure" and withdrawn to the limit. So far, according to the statistics of Nandu Entertainment, in the upcoming National Day schedule (October 1st to October 7th), there will be 19 large-scale outdoor music festivals across the country. This data is not only much lower than the same period last year, but also lower than the May Day schedule with shorter days this year and last year.
Compared with last year's blowout and the hot music festival market in the first half of this year, this year's National Day schedule has shown a significant cooling, and the organizers have become more cautious in entering the market, and the market has been further reshuffled. At the same time, several major music festivals have landed on this year's National Day, continuing the situation of "fairy fights" in the past popular schedules. Liquor brands have become popular title sponsors. Music festivals are still an important starting point for local cultural tourism.
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The number has dropped by 50% compared with the same period last year
Chen Chusheng and Zhang Yuan became model workers in 7 days and 4 games
Relevant data show that during the 8-day Mid-Autumn Festival and National Day holidays last year, the number of music festivals across the country exceeded 40. In comparison, according to statistics from Nandu Entertainment, only 19 music festivals will be held during this year's National Day, a decrease of at least 52.5% over the same period last year. This figure is even lower than the five-day May Day festival, which has more than 30 festivals last year and 23 this year, according to media reports. A year ago, the National Day schedule of music festivals was crowded, and this year's boom has dropped sharply, to a certain extent, reflecting that with the return to rationality of performance consumption and fierce market competition, the organizers are becoming more cautious in entering the market.
A list of music festivals during the National Day
From the perspective of geographical distribution, the number of music festivals landing in East China is the largest, reaching 7; It is followed by North China, Central China, and Southwest China, each with 3 music festivals. The 19 festivals are distributed in 12 provinces and 14 cities, as well as 4 municipalities directly under the central government: Beijing, Shanghai, Tianjin and Chongqing. Jiangsu, Hubei and Sichuan have two each, which is already the province with the largest number of music festivals during the holiday. Wuhan is the only city in the country where two music festivals have landed, and the rest of the cities are all one. Compared with the obvious trend of music festivals sinking last year, this year's National Day files, music festivals in first-tier and new first-tier cities account for about 47%, almost half of the country with second-tier and below cities.
In terms of the number of days, more than 6 percent of the music festivals last for 2 days; followed by 4 days, accounting for about 2 percent.
From the perspective of genre, comprehensive music festivals covering rock, pop, rap, folk, ethnic and other music genres are the mainstream of the National Day file, accounting for nearly 85%. There are only 3 music festivals focusing on vertical genres, of which 2 are featuring electronic music, namely Shanghai Budweiser Storm Electronic Music Festival and Wuhan Oriental Accent National Electronic Music Life Festival, while the rap genre only has 1 Beijing M_DSK Music Festival.
From the perspective of ticket prices, among the 19 music festivals, the lowest ticket price in a single day can be as low as less than 100 yuan (98 yuan for students of the S2N Water Music Festival and 99 yuan for the Lishubai Music Festival); The highest ticket price (including VIP tickets) in a single day is as high as 888 yuan, and the highest ticket price for most music festivals is between 300 and 600 yuan.
Chen Chusheng, Zhang Yuan, and Rejuvenation Dan bands can be called "model workers" on the National Day and appear in the lineup of many music festivals.
Judging from the performance lineup, the 19 music festivals cover nearly 250 groups of musicians and bands. Among them, Chen Chusheng, Zhang Yuan, and Huichun Dan Band can be called "model workers", and will participate in 4 music festivals during the 7-day holiday. Secondly, there are as many as 21 groups of musicians and bands arranged for 3 music festival performances, including Xue Zhiqian, Li Yuchun, Pu Shu, Zhao Lei, Second-hand Rose, Land Rover, Wang Lixin, Jiao Maiqi, Zheng Runze, Huang Zihongfan, Huang Yubo, etc., many of whom are familiar faces of music festivals and variety shows in recent years. To a certain extent, it reflects that the lineup and collocation ideas of the current music festival are still generally similar, and the candidates with tickets are still concentrated.
Dongguan Strawberry Music Festival has the most overseas artists.
At the same time, six festivals have introduced overseas artists, and the lineup reflects the differentiation. Among them, the Dongguan Strawberry Music Festival has the most overseas artists, with 8 groups.
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Head Music Festival "Fairy Fight"
Liquor brands have become popular title sponsors
From the perspective of IP, Strawberry, Bubble Island, Taihu Bay, Midou, Dalu, M_DSK and other music festival IPs that have a certain degree of recognition and influence among music fan groups will land during this year's National Day, continuing the situation of "fairy fights" in the popular schedule of head IPs.
According to the official flagship store of Taobao Damai.com, more than 30,000 tickets have been sold for the Taihu Bay Music Festival, and more than 20,000 tickets have been sold for the Wenzhou Dalu Youth Music Festival; Dongguan Strawberry Music Festival, Hefei Bubble Island Music and Art Festival, and Nanjing Midou Music Festival did not show sales in the store, but the Damai app showed that the number of people who wanted to see the project ranged from 70,000 to 180,000. At the same time, there are also some music festivals where the number of barley wants to see is only in the hundreds or just below 1,000. The head effect of the festival has been reflected to a certain extent.
In terms of brand sponsorship, judging from the official announcement posters of each music festival, 10 music festivals have received title sponsorship, accounting for more than half of the total. It is worth mentioning that there are 6 music festivals whose title sponsors are all alcohol. Among them, Heineken also named two well-known IPs: Dongguan Strawberry Music Festival and Hefei Bubble Island Music and Art Festival; Gaogou Standard is the title brand of Nanjing Midou Music Festival, and it is also one of the cooperative brands of Taihu Bay Music Festival.
Most of the 19 music festivals are organized by music and culture companies, but from the perspective of their organizational structure and location, many music festivals are closely integrated with local cultural tourism, and about half of the music festivals are held in tourist attractions/parks. The Taihu Bay Music Festival and Nanjing Midou Music Festival are held in the same scenic spot every time, and the music festival and the scenic spot help each other to jointly create a cultural tourism IP with a degree of display.
Taihu Bay Music Festival poster.
In the past two years, the "music festival + cultural tourism" model has become an important starting point for local cultural tourism. According to the "2023 National Performance Market Briefing for the National Performance Market during the 2023 National Day Holiday" issued by the China Performance Industry Association, the average cross-city viewing rate of large-scale performance activities such as concerts and music festivals during the long holiday period reached more than 60%, and the cross-provincial viewing rate exceeded 45%, driving comprehensive consumption such as transportation, accommodation, sightseeing and surrounding shopping to more than 2 billion yuan. Large-scale music festivals have become one of the main forces leading the market upward, and the industrial linkage effect is favored by various places.
The National Day file is ready to go, and the schedule pattern is initially determined. However, how to accumulate the unique value of IP in the new market environment, create a "moat", and hold the festival for a long time is a problem that organizers need to think about in the long run.
Written by: Nandu reporter Zhong Xin