当爱已成往事？演唱会门票不再“秒售罄”
本周末，张杰、Twins分别在鸟巢和华熙LIVE·五棵松开唱，陪伴歌迷过七夕。整个暑期，刘德华、张学友、五月天等华语乐坛各路唱将为粉丝们带来了许多场视听盛宴。然而，门票“秒售罄”的情况却越来越少见，演唱会市场热度正在回落，歌迷的消费正日趋理性。
据中国演出行业协会票务信息采集平台数据显示，2024年上半年全国营业性演出场次及票房收入均实现了同比增长。但业内人士观察，演唱会市场的表现呈现出两极分化态势。一方面，头部歌手的演唱会门票依旧抢手。如刘德华北京演唱会，3万余张门票在6月开售时就吸引了超过120万人同时在线抢票。另一方面，大量腰部歌手的演唱会却面临票房不佳、上座率低的困境。演唱会市场的“秒售罄”现象不再普遍，即便是当红歌手的演唱会，也往往需要数小时甚至更长时间才能售罄。
现状表明，公众对演唱会的选择更加理性和谨慎。最近两年，演唱会市场快速扩张，但部分演出的质量未能跟上市场需求，如柱子票引起不满、歌手表演不尽如人意等，导致观众对演唱会的整体评价降低，进而影响购票意愿。
策划过多场大型演出的资深音乐总监樱桃在接受北京青年报记者采访时表示，在现代娱乐产业中，为喜爱的艺术人买单已占据了重要地位。“像刘德华这样的顶流，经过40年在影视音三个赛道扎实的作品积累，不但将自己票房价值的可观性、专业性提到顶点，更重要的是歌迷情怀也在时间里沉淀，这是受众基数大的最原始、最稳定的保障。”樱桃说。
随着独立音乐人和小众艺术演出的崛起，演唱会市场的竞争也日益激烈。观众的选择趋于多元化，对传统歌手的依赖度降低。“很多年轻人更愿意下班后花一两百块钱去看Live House，既便宜又方便。”
分析显示，市场是否还需要这么多演唱会成了一个值得讨论的问题。乐评人小飞介绍，以五月天为例，2023年曾举办77场演唱会，2024年在北京鸟巢等地多天连唱，截至7月底已举办35场演唱会。为避免饱和带来资源浪费和审美疲劳，越来越多主办方未来会谨慎规划演唱会数量和规模。明年，连唱五场、十场这样的安排是否可行，也需要打个问号。频繁的演出场次可能降低观众的新鲜感和期待值，进而影响歌手的票房表现。此外，也应考虑是否会给歌手带来身心压力，影响演出质量。
观察显示，演出方将更注重品质。随着市场的发展，观众对演出的期待越来越高，演出方也必须提升演出质量和观众的体验，才能在竞争中脱颖而出。同时，歌手的职业生涯也应注重可持续发展，避免过度消费导致的市场疲软。演唱会市场的变化是必然的，也是健康的。樱桃表示，“过去一年的报复性消费让演出市场出现了短暂的繁荣，但随着时间推移，观众的选择将更加理性和成熟。主办方也不能再简单追求演出的数量和规模。”
英语如下：
News Title: “Concert Market Cooling: Tickets No Longer Sell Out Instantly, Fans Showing Increased Rationality in Consumption”
Keywords: Decline, Rationality, Segmentation
News Content: “Is Love Over? Concert Tickets No Longer ‘Sell Out Instantly’
This weekend, Zhang Jie and Twins performed at the Bird’s Nest and Hengli LIVE·Wuchaosong, respectively, to celebrate Qixi Festival with fans. Throughout the summer, artists such as Andy Lau, Jacky Cheung, and Mayday in the Chinese music scene have offered fans numerous visual and auditory feasts. However, the phenomenon of tickets selling out instantly is becoming less common, indicating a cooling trend in the concert market, with fans’ consumption becoming increasingly rational.
According to data from the Ticket Information Collection Platform of the China Performing Arts Association, the number of commercial performances and box office income in the first half of 2024 both achieved year-on-year growth nationwide. However, industry insiders observe that the concert market is showing a trend of polarization. On one hand, tickets for top singers’ concerts are still in high demand. For example, Deng Chao’s Beijing concert attracted over 1.2 million people online to compete for the 30,000 tickets that went on sale in June. On the other hand, many concerts by mid-tier singers are facing difficulties with poor ticket sales and low attendance rates. The phenomenon of tickets selling out instantly is no longer widespread, even for popular singers’ concerts, which often take several hours or even longer to sell out.
The current situation shows that the public’s choice of concerts is becoming more rational and cautious. Over the past two years, the concert market has rapidly expanded, but some performances have failed to meet market demand, leading to dissatisfaction, such as poor sound quality and unsatisfactory performances by singers, which have reduced the overall evaluation of concerts and affected ticket-buying intentions.
Cherry, a seasoned music director who has planned numerous large-scale events, told the Beijing Youth Daily that in the modern entertainment industry, supporting the artists one loves has taken on an important role. “Artists like Andy Lau, who have accumulated solid works in the fields of film, television, and music over 40 years, not only elevate the commercial value and professionalism of their performances to the peak but also importantly, the fans’ sentiment has been cultivated over time, which is the most original and stable guarantee of a large audience base.” Cherry said.
With the rise of independent musicians and niche art performances, competition in the concert market has become increasingly fierce. Viewers’ choices are becoming more diversified, and their dependence on traditional singers is decreasing. “Many young people are willing to spend just a few hundred yuan to watch a live house concert after work, which is both cheap and convenient.”
Analysts suggest that the question of whether the market needs so many concerts is worth discussing. Xiao Fei, a music critic, introduced that for example, Mayday held 77 concerts in 2023 and has been performing for multiple days at venues like the Bird’s Nest in Beijing, with 35 concerts held by the end of July. To avoid oversaturation leading to resource waste and aesthetic fatigue, more organizers will carefully plan the number and scale of future concerts. Whether arrangements like five or ten consecutive concerts are feasible next year also needs to be questioned. Frequent performance schedules may reduce audience’s sense of novelty and anticipation, thereby affecting singers’ box office performance. Additionally, it should also be considered whether such frequent performances will bring physical and mental stress to the artists, affecting the quality of their performances.
Observations show that organizers will pay more attention to quality. As the market develops, audiences’ expectations for performances are rising, and organizers must improve the quality of performances and the audience’s experience to stand out in the competition. At the same time, singers’ careers should also focus on sustainable development to avoid over-consumption leading to market fatigue. The changes in the concert market are inevitable and healthy. Cherry said, “Last year’s revenge consumption led to a brief boom in the performing arts market, but as time passes, audiences’ choices will become more rational and mature. Organizers can no longer simply pursue the quantity and scale of performances.”
【来源】http://www.chinanews.com/sh/2024/08-11/10267219.shtml
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