The live performance favored by capital is difficult to escape the dilemma and strengthen the content is the last word

from venue performance to scene performance is gradually becoming a new trend in the development of the performing arts market.

original title: capital hot live performance "money" scene is unpredictable

from venue performance to scene performance is gradually becoming a new trend in the development of the performing arts market. In recent years, the development of all kinds of live performance projects has attracted a lot of capital intensive layout in this field. In fact, in the early stage of live performance, there is a huge expenditure on site planning, construction and manpower, and multiple performances are needed to expand the market influence. At the same time, the live performance also needs to be attached to the performance IP with a large flow, and accurately label the audience groups in order to consider the utilization rate of resource integration, otherwise it will be difficult to get back to the dilemma.

strong > dense layout / strong >

the real-scene performance project of creating performing arts IP in specific scenes has attracted more and more capital attention. With concert hosting and planning as its core business, Asia Starlight Entertainment, which has just completed the B-round financing of tens of millions of yuan, announced that it will formally establish its brand, Starlight Real, to develop a live music performance project on the basis of isy Sanya International Music Festival, while Poly's Folk Music Festival in Jimo Ancient City has just concluded.

"Live performance has been developed in China for more than ten years. At first, it was mainly based on tourism performance, but in recent years, music and drama performances have also joined the camp of live performance and attracted the attention of capital." Du Ming, a commentator of the performance industry, said that creating a consumption scene is an effective way to make a profit for performance projects. just take large-scale music festivals as an example, in the past, they were held in open venues on the outskirts of the city, just to accommodate more audiences. However, with the continuous increase in the number of music festivals, the real scene is gradually becoming a necessary element for the differential development of music festivals, whether distributed in ancient cities and towns. Or to the waves and beaches as the selling point of the electric music festival, according to the scene to create customized performance projects has become a new trend of market development.

strong > returns are unpredictable / strong >

although live shows have a broad consumption "money scene", it is not easy for capital to profit from it. Du Ming pointed out that the early investment of live performance is very high, among which, the construction of venues, human services and the installation of lighting and sound require a lot of cost, which does not count the cost of inviting performers. Therefore, the cost recovery cycle of live performance is also relatively long, usually 3-5 years. "it is not uncommon for large-scale live performances to invest up to 100 million yuan, but if you can not successfully create a performance IP that attracts traffic within this period." Losses are basically a foregone conclusion.

performer Chen Chen calculated an account with the reporter. Usually, the passenger flow of a large outdoor music festival is more than 10,000 in a single day, and the average ticket price is about 300 yuan, that is to say, only the ticketing revenue is about 3 million yuan a day. If the music festival is held for seven days, the ticketing revenue is about 21 million yuan, which is not counted as the share with the ticketing platform, so it is difficult to get back the cost of a live performance by ticketing alone. Advertising sponsorship and resource exchange are both ways to obtain income, but compared with music festivals with strong mobility, live performances such as concerts and dramas are more dependent on ticketing revenue, if the overall performance attendance is less than 60%. It is also difficult to cover the operating costs of a single performance.

"Live performance is also faced with the limitation of climatic conditions. Although April-October is the peak season for live performance, the time that is really suitable for performance is not long." Wang Yi, an industry commentator, pointed out that outdoor performances are not rarely cancelled or postponed due to weather reasons, but this has an impact that cannot be ignored for huge live performances, especially during the peak season. The schedule of performing artists is very full, and once you miss a certain point in time, it is not easy to restore your original consumption influence.

strong > strengthen content / strong >

in Chen Chen's view, live performance, as an offline derivative industry of content IP, can reduce costs to a certain extent through resource exchange, but if you want to form a long tail effect to obtain stable revenue, it is crucial to rely on content to form market influence. Combined with the concert industry, to create a live entertainment theme concert, first of all, it should be attached to a high-quality IP with a lot of traffic. Secondly, it is necessary to accurately label the audience groups and improve the presentation of content according to different attributes and meet the needs. In this case, only based on the consideration of the integration, utilization and income of resources, "live performance is also a way to create a performance IP. On the basis of strengthening the content, it is deeply combined with the consumption scene to promote, form the brand effect, and then attract more traffic."

du Ming stressed that although the live performance is hot, it has not yet formed a systematic industrial chain, most of which are supported by related consumption, and the profit model is relatively simple, and there is less cooperation between derivative content and culture. only as an ornamental live performance, it is difficult for the audience to integrate into it without interactive experience, but with the entry of a large amount of capital, it provides the basis for improvement at the same time. It will inevitably lead to the emergence of a large number of homogenized performances. therefore, breaking through the market by virtue of content differentiation is also the inevitable way to achieve the survival of the fittest in the future.

Edit: mary