Music accounts for about 49% of the entire performance market, and the concert landscape in small theaters is large.

large stadiums have always been standard for many concerts, but in fact, theatres are gradually becoming another gathering place for concerts.

original title: large area of concerts in small theatres

large stadiums have always been standard for many concerts, but in fact, theatres are gradually becoming another gathering place for concerts. The reporter combed and found that 18 concerts will be held in Beijing in the past month, of which seven will be held in theatres, while only five will be held in large stadiums and stadiums. Compared with large stadiums, the cost of theater concerts is relatively low and the interaction of the scene is stronger. However, if the theater concert wants to achieve the desired results, it needs to be further optimized in the performance schedule, software and hardware facilities.

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all kinds of theatres in the capital are good places for many consumers to relax and relax, whether it's funny crosstalk or elegant Kunqu Opera, or majestic Beijing Opera and stage operas with ever-changing contents, all perform their own splendor in turn in the theatres in the capital. But in fact, in addition to some regular repertoire performances, concerts, which have always been rooted in large stadiums, are gradually setting off an upsurge in the theatre.

reporters combed and found that in the past month, Beijing will hold 18 concerts, of which seven will be held in theatres, only five in large stadiums, and the rest in comprehensive venues, LiveHouse, bars and other performance venues. In the eyes of people in the industry, compared with the performance investment of tens of millions of yuan in large-scale stadiums and stadiums, the cost of theatre concerts is relatively low, and the scene is more interactive, coupled with the fact that theatres can provide a higher quality performance environment. Naturally, it will be favored by more singers.

"the main purpose of watching a concert in a large stadium is to experience a lively atmosphere, but watching a concert in the theater pays more attention to the performer himself." Ms. Ma, a consumer, said that large stadiums are standard for celebrity performances, but there are also many middle-aged artists or minority musicians. In this case, theater is undoubtedly the best choice. "from the perspective of consumer groups, young people may still be interested in LiveHouse, but middle-aged and elderly consumers are obviously more suitable for watching concerts in theaters."

according to statistics, the box office revenue of Beijing's performance market reached 1.713 billion yuan in 2016, an increase of 10.7%. Among them, the concert box office contributed the most, reaching 593 million yuan, an increase of 43.2%. At the same time, in 2016, the city held a total of 24400 commercial performances and 1688 concerts, concerts and other music performances, attracting an audience of 2.527 million, with a box office of 840 million yuan, accounting for about 49 percent of the entire performance market, an increase of 30.4 percent over the previous year's 644 million yuan.

Li Xinyu, a performer in the performance industry, pointed out that the box office growth of concerts in 2016 was due to the rapid increase in the number of performances in large stadiums on the one hand and the increase in performance activity in theaters on the other. In 2016, the theater performed a total of 6888 performances, accounting for 28.2% of the total number of performances, making it the second largest category of active performance venues. Since the beginning of this year, this trend has become more and more obvious, and the number of concerts held in the theater has also skyrocketed.

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" the number of concerts held in large stadiums is limited. Musicians should sink themselves into the grass-roots level, walk into theaters closer to the audience, gradually accumulate performance experience, accumulate accumulated experience, and rise abruptly in order to move towards a larger stage. " Zhang Haijun, president of the Beijing performance Industry Association, said that many well-known foreign singers grew up in the theatre, and the convenience of theater performance is also suitable for the high-frequency performance needs of emerging musicians. "holding concerts in the theater is also a way to improve the utilization of venues, and by undertaking more kinds of performances, it can also broaden the revenue channels of the theater."

from the practitioners' point of view, the gradual increase in the number of theater concerts has something to do with the blowout music festivals and music talent shows in recent years, which have invigorated a large number of resources of independent musicians. the theater, a relatively low-cost indoor performance venue, can meet the performance needs of many independent musicians in the off-season of the music festival. It can also provide a performance platform for musicians who gain market attention through music talent shows. In fact, with the gradual formation of the music focus market, the importance of offline performance has been highlighted. It can be said that the theater that can hold concerts intensively has become a gathering place for content resources.

"the concert itself is one of the types of performances undertaken by the theatre. It is worth noting that with the increase in the number of theatre concerts, the types of concerts are gradually enriched, which can meet the diversified needs of consumers." Zhang Chaohui, deputy general manager of Poly Theatre, stressed.

it is not difficult to see that most of the concerts in large stadiums are solo concerts of stars, but the types of theater concerts are very diverse, in addition to folk songs, rock, hip-hop, bel canto and other styles. there is also a collection of famous classic songs, or theme concerts, which not only meet the consumer needs of young people, but also attract the attention of many middle-aged and elderly people. At the same time, many theaters are also trying to transform their business strategy from simply renting theatres to participating in the selection, production and promotion of performance content. in this case, a wide variety of concert types also help theaters build up their brands.

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" the threshold for holding a concert in the theater seems to be very low. in fact, if the theater concert wants to achieve the ideal publicity effect, it not only requires the performer to have a high artistic standard, but also the supporting services related to the theater should be in place. " Li Xinyu pointed out that the schedule of theatre concerts is very important, and weekends are often the peak of performances, but theatres usually have plans for repertoire performances. How to arrange the time of all kinds of performances to maximize profits is a problem that theater operators must pay attention to. "some well-known theatres have relatively fixed repertoire consumer groups and ticket sales channels, which virtually expands the audience of theatre concerts. Some consumers who are concerned about the theater concert may be the potential spending power of the theater concert. How to enhance the user viscosity of this part of the audience, the theater should be appropriately optimized in the performance schedule.

at the same time, theater lighting, sound effects, dance props and other venue equipment are often the key to determine the success or failure of theater concerts. Performer Lu Xin said that stage construction is a vital part of holding concerts in large stadiums. Although theater concerts do not need to set up separate stages, in order to bring ideal audio-visual effects to the audience, the sound and lighting of the theatre should meet the needs of the performance to the maximum extent. "now it is popular in the market that no electronic musical instruments are used and the sound is not modified by electronic equipment. Most of these concerts are held in the theatre, although there is no complex stage setting, but there are relatively stringent requirements for sound and lighting.

in addition, theater concerts with strong interaction are also a test of theater service ability. In fact, large stadiums or LiveHouse performances will be equipped with security personnel, and the concert is a warm and infectious performance, the form of close performance is easy to interact, but in theatres dominated by repertoire performances, the investment of on-site security personnel is relatively small, how to balance the service of repertoire performance and concert performance. It is also a test of the soft power of the theater.

Edit: mary