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　　BEIJING, May 8 (Reporter Ren Siyu) Has the music festival, which is sought after by young people, ushered in a big outbreak?

　　On May 6th, Barley released "Observation on the May 1st Performance in 2021". The report shows that during the May 1st holiday, there were over 3,800 professional performances offline, among which the box office of Livehouse, Talk Show and Music Festival increased by more than 250% compared with the same period in 2019.

　　On social networks, topics such as "Qin Hao watched Yi Nengjing’s performance", "Faye Wong lost his hat again at Strawberry Music Festival" and "A man wearing protective clothing and dancing in Shandong Music Festival" have been on the hot search list. Music festivals, which were originally regarded as minority entertainment activities, have begun to become one of the lifestyles that everyone likes to see and hear.

　　Source: Weibo screenshot.

　　Music Festival becomes a holiday "new standard"

　　According to the monitoring of China Performance Industry Association, during the "May 1" holiday this year, there were about 14,000 performances nationwide, with a box office income of 860 million yuan, and more than 6 million people watched performances during the holiday, of which more than 40% were tourists, and 12% were music festivals and concerts.

　　From last year’s "Eleventh" holiday to this year’s "May Day" holiday, music festivals have increasingly become popular items for people to travel and entertain.

　　The data shows that over 40% of users choose music festival as their first choice for holiday and leisure during the May 1 holiday this year, and 60% of users who buy music festival choose to watch performances across cities. Strawberry Music Festival, Midi Music Festival, Guochao Music Festival and Midou Music Festival were held in many places, and famous musicians and bands such as Cui Jian, Pu Shu, Xu Wei, New Pants, Mourning and Wang Jia were among the guests.

　　2021 Beijing Strawberry Music Festival was held in Beijing Shiyuan Park. Source: Video screenshot.

　　While the fans are busy catching up with the music festival, the musicians are even more busy. According to the public itinerary of the five-person band, they moved to Changzhou, Shanghai, Nanjing and Beijing to participate in the music festival within four days. "Performing is our labor," they sighed at the Weibo.

　　According to barley data, there were 56 music festivals in the country during the five-day holiday, which was 37% higher than the same period in 2019. The box office and attendance increased by 252% and 173% respectively compared with 2019.

　　Source: Barley "2021 May 1st Performance Observation".

　　Generally speaking, during the holiday period, live performances recovered strongly, and various performances such as music, theater and Quyuan Zatan were abundant, the box office growth rate was obvious, and the consumption power of head projects was strong; It is becoming a trend to travel with literature, and the regional consumption preference is gradually broken; The market consumption structure tends to be younger, especially after 00.

　　You can watch music festivals at home?

　　Another new change that can be found from this year’s "May Day" holiday is that the music festival is opening up "new territory" on a large scale.

　　Compared with 2019 and 2020, this year’s music festivals can be described as blooming everywhere. The major brand music festivals are not only concentrated in cities such as Beijing and Shanghai, but also sink to second-and third-tier cities such as Binzhou in Shandong, Changzhou in Jiangsu, Jiaozuo in Henan and Wanning in Hainan.

　　Source: barley net screenshot.

　　From the industry point of view, the number of vertical music festivals is also increasing, such as YOLO Music Festival in Changsha, Hunan Province and M_DSK Music Festival in Riyuewan, Wanning, Hainan Province, which focuses on rap music, Midi Music Festival in the Warring States Period in Chengdu focuses on heavy music, and Hainan Little Strawberry Parent-child Music Festival focuses on parent-child themes, providing users with different music preferences with sub-categories of music performance choices.

　　Another noteworthy phenomenon is that the music festival is becoming a "hard signboard" for some cities to build cultural tourism brands and drain holidays. According to barley data, during the May Day holiday, many music festivals were held in tourist cities, such as Changzhou Taihu Bay Music Festival, Changzhou Xinlong Forest Music Festival, Wanning Riyuewan M_DSK Music Festival, Jiaozuo Yuntaishan Music Festival and so on.

　　For example, the popular Midi Music Festival in Jinan, Shandong Province and the Midi Music Festival in Binzhou this year were supported by the local government in terms of policies and supporting services.

　　According to media reports, before the start of Binzhou Midi Music Festival, it only took more than 20 days for the local area to complete the leveling of more than 280 mu of site, the laying of 18,000 square meters of turf, the planning of more than 7,000 parking spaces, the construction of more than 3,000 meters of enclosures, the construction of more than 140 bathrooms and the preparation and construction of various functional areas such as camping and drinking water areas. In order to cooperate with Jinan Midi Music Festival, Jinan Metro also extended the operation time of Lines 1, 2 and 3 to 24 o’clock, and adjusted the running interval to 10 minutes between 22 o’clock and 24 o’clock.

　　Posters of 2021 Jinan Midi Music Festival and Binzhou Midi Music Festival.

　　The consumption drainage brought by the music festival is also considerable. According to the organizer’s statistics, the fans of Jinan Midi Music Festival from outside the province account for about 65%. It is roughly estimated that the consumption related to cultural tourism during the local holidays will increase by about 20%. According to barley data, during the May Day holiday this year, Hainan Wanning Riyuewan M_DSK Music Festival also made Wanning, a county-level city, among the top ten in China.

　　What kind of music festival do the audience need?

　　However, under the circumstances that music festivals are blooming everywhere and tickets are rising, is the audience’s experience fully satisfied?

　　From last year’s National Day to this year’s "May Day" holiday, the topic of rising ticket prices for music festivals is often mentioned. In the impression of some viewers, the single-day ticket price of music festivals in the past few years was often concentrated in 80 to 200 yuan, but during the small holiday this year, the single-day ticket price of individual music festivals has reached 500 yuan or even more than 1,000 yuan.

　　Source: barley net screenshot.

　　As for the reasons for the price increase of the music festival, industry analysts said that on the one hand, the number of tickets sold under the epidemic prevention and control policy is limited, and on the other hand, the production costs in all aspects are getting higher and higher, especially the appearance fees of some artists. In recent years, with the blessing of bands and rap variety shows, the value of some musicians has risen sharply. In addition, the participation of pop singers with their own popularity and fans has increased the popularity of the music festival.

　　Although the consumption enthusiasm of the music festival has not diminished, the audience also has higher requirements for on-site service and viewing experience.

　　Affected by the global epidemic, the homogenization of the performance lineup of the music festival has become more and more obvious. In the absence of overseas artists, New Pants, Tong Yang, Re TROS, Wu Tiao and other head musicians performed everywhere, and most of the audience saw old acquaintances rather than fresh faces at the festival. How to play new tricks in the lineup and collocation of the festival is one of the problems that the organizers need to consider.

　　Music festivals are usually held outdoors, so in addition to the lineup of performances, the audio effects, security order, transportation, accommodation, water supply and toilets on the spot are also issues that the audience are very concerned about. Every year, some music festivals are met with large-scale spit by netizens after the end, and the experience of music festivals strongly affects everyone’s impression of a city.

　　What kind of music festival do fans like? The Spring Tour Music Festival held in Sichuan in April this year won a good reputation. Although the scale is not huge, the atmosphere is relaxed enough. The audience can eat hot pot, play mahjong and set up tents. The on-site security guards are not in fierce confrontation with fans, but dance and sing with young people to feel the joy of music together.

　　Source: screenshot of Weibo’s comments.

　　With the recovery of the offline performance market, it is foreseeable that there will be more and more music festivals in the future. While the competition is becoming more and more fierce, the organizers should start from the needs of the audience and use more complete supporting services to let the fans fully feel the spiritual satisfaction of the music festival.

Illustration Wang Chen Jun

　　Last week, the game anchor "Her Royal Highness Qiao Biluo" was blacklisted by the Network Performance Branch of China Performance Industry Association because of malicious speculation that a beautiful woman became an aunt. Fans who thought she was sweet and beautiful could not ask the platform to return the money for brushing gifts.

　　Both network anchors and idol stars are now supported by fans’ real money: spending money to buy virtual gifts, flowers and diamonds, and putting idols at the forefront of the list set by the platform, as evidence that idols are popular, explosive and worthy of advertisers — — This is the general rule in the era when fan economy and traffic are king.

　　However, when fans exhausted their wallet labor to support their idols, they also walked into the rights trap created by the list setters and their upstream and downstream industries: virtual flowers that were not used because of changing the rules of the list were unable to get a refund; The automatic ranking software used to improve efficiency has been blocked, and who can I ask for the membership money in 2040? The list promises resources to idols. What if fans don’t fulfill their promises?

　　In the opinion of experts, this behavior of brushing data for idols makes the entire Internet industry sink into the carnival of crazy wallet harvesting, which is not beneficial to the long-term development of the industry.

　　The list was stopped and the website did not refund money.

　　"The star power list is the root of all evil." A Xiao, a 29-year-old white-collar worker, is a fan of H, the star who debuted in the talent show "Creation Camp 2019". In July, in order to make H rank in the top three in the "New Star List", the fan group began to spend a lot of time and money playing the list: "Reading, forwarding, commenting and posting about Weibo can get extra points, commonly known as interaction. If you don’t have time to interact, you can spend money directly. "

　　A Xiao introduced that Weibo sells virtual flowers, one in 2 yuan, and every time a flower is sent, the idol’s admiration value increases by 2 points: "It is said that flowers are sent to idols, but in fact, they have turned around and returned to Sina’s pocket, and idols can’t get a dime."

　　In mid-July, Weibo was suspended from the list of July H due to the accidental exposure of the fan group through special channels.

　　"It is to buy a Weibo trumpet to interact. Sina usually turns a blind eye. This time we were reported by competitors, and Weibo could not pretend to be blind." A Xiao said that in this way, the fans’ early investment has hit Shui Piao. "Forget the time, shouldn’t Sina refund the flowers bought with real money?"

　　A Xiao said that at first, Sina just returned the flowers to its account: "The people who sent the flowers can’t make the list. What’s the use of flowers for us?" After that, fans began to call 12345 and 96315 to complain that Sina violated consumer rights.

　　"At that time, I realized that we were actually consumers who spent money first, and then fans." A Xiao said that after the complaint lasted for a week, the Beijing Consumers Association talked about Weibo, and Weibo gradually returned the money. "Later, I went to look at it carefully. There is no explanation on the flower purchase page, and there is no regulation on whether it can be returned."

　　In August, H’s qualification for the list was restored, but A Xiao no longer bought flowers: "The list is a means for websites to make money, and I won’t send money to do stupid things again."

　　Software blocked, membership fee wasted

　　On June 10th, the "Star Aid App", the behind-the-scenes promoter of 100 million reposts, was investigated. A few days later, super fans said that "Super Aid" could not be used: "From then on, it returned to the era of manual ranking."

　　"Star Aid App" and "Super Aid" can help users to automatically perform some operations, such as commenting on Weibo who forwarded idols, sending Weibo related to idols, and automatically searching the names of idols, thus improving the rankings of idols on Sina’s "Star Power List" and Baidu Encyclopedia’s "Star Popularity List".

　　"Super aid is from Sina subsidiary, and the annual membership fee for an account is 35.88 yuan. The Star Aid App is even more fierce. 20 yuan, a member for one month, can bind many trumpets with one click, and then let these trumpets automatically sign in and forward every day. " Yan Yan told reporters that the two appeared in 2018 and were very popular among fans.

　　Where did these members’ money go after the service was stopped?

　　"Can Star Aid App refund money?" On the second day after the Star Aid App was investigated, Xiao Ran asked questions on the Weibo, but so far he couldn’t find a way. "I heard that the illegal profit was more than 8 million, but the App was taken off the shelf and people were arrested. I don’t know who to ask for a refund."

　　After the service of "Super Aid" stopped, some fans found that they could ask for a refund from the Sina subsidiary. "Send them payment voucher screenshots, Weibo nicknames and Alipay account numbers. It doesn’t matter if you have more money or less. Remember to ask Sina for a refund. " Weibo user @ honeythurts sent this Weibo on June 17th and got 718 reposts.

　　Not all fans who ask for a refund can get it. "Private letter, no refund, and now I will ignore it." Fan Xiaozhen said, "There is not much money, forget it."

　　Forwarding for resources, promises are hard to honor.

　　A trend — has been observed in the side dishes that have been mixed with powder circles for nearly 10 years; — More and more companies have joined the ranks of harvesting fans with the list. "Click on the authentication information, some are still film and television companies, and some are simply trading companies selling hardware department stores, so let’s share a piece of it."

　　Dishes told reporters that the common feature of these lists is that fans can vote for idols without spending money, but they must first complete some tasks to get tickets: "What do you need? Watching a 15-second video advertisement will give you 5 votes, and sending a Tik Tok with an idol name and a small program name will give you 15 votes. To put it bluntly, it is to use fans as advertisers, as free publicity, and as a resource for other apps. "

　　What are the benefits of idols topping the list? "It’s nothing more than putting some advertisements that can reveal the idol image in some places for fans, such as airports, high-speed railway station, squares and cafes, and opening their small programs for a day, even including sending a low-end ‘ Reward ’ 。” Xiaocai said that new fans are often confused by these "rewards", and the old fritters can see the tricks at a glance. "Take the coffee shop advertisement as an example. The promise is 10 coffee shops, 10 Starbucks or 10 coffee shops that you can’t name. There is a big difference. This kind of commitment is simply vague. After the fans sold the coolies, they found that it was different from what they thought in advance, and there was no place to say it. "

　　statement

　　Help the stars brush the list, fans are suspected of breaking the law.

　　"Internet idolize has evolved into a stage full of deception and profit-seeking, which is not the same as the idolize we used to know." Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said in an interview with Beijing Evening News that, taking the flower incident as an example, according to the provisions of the Consumer Protection Law, online shopping goods have no reason to return within 7 days, while digital goods, such as audio-visual products and software, are generally not included. "Virtual flowers belong to what goods? There is no clear law about whether it is reasonable to return it for 7 days, or whether it is similar to software. The platform should be stated in the user agreement, and consumers should be clearly informed in advance whether they can retreat. "

　　Zhu Wei thinks it is very difficult for users to get back the prepaid membership money after the automatic ranking software stops serving: "It is illegal to brush the list, not only the operator is illegal, but also the participants are illegal. In this case, the illegal income of the operator should be collected, and it is difficult for participants to claim a refund."

　　As for the practice that fans use labor to exchange resources for idols, Zhu Wei bluntly said that this is no longer a normal consumption behavior, and the identity of fans is no longer a consumer, which is very risky. "This does not constitute a contract, there is no clear consideration, and it is working for others and others are not aware of it. Whether the operators have relevant abilities and qualifications is often unknown. Whether these unilateral commitments are fulfilled or not, and there is no way to measure them. Don’t do this kind of exchange under the guise of giving aid to idols. This is likely to be fraud or even fraud. "

　　Quick comment

　　Stars rely on marketing, which is a social disease.

　　"The power of Chinese idols has made many people see the huge business opportunities, and it is easy to turn business opportunities into money." Zhu Wei said that the platform corner definitely welcomes fans to play the list. "It can not only improve the popularity of the platform, but also make a lot of money. Idols can also profit from it, because they generally have no works, and they can only increase their popularity through repeated activities. As for whether they can get the benefits of selling flowers from the platform, only fans don’t know. How many people who take the lead in crazy support are sent by idols to brainwash and circle money, and fans will not know. "

　　"For the fan economy, the Internet industry is actually a contradictory attitude. On the one hand, fans can increase activity and increase income for the platform; On the other hand, intentional or unintentional, active and passive list brushing, water army and public relations behavior also make the industry hate it, because a good ecology needs a fair and equitable environment, but the reality is that a mouse has broken a pot of soup. When one person starts to brush the list, everyone starts to be forced to brush the list, and the whole ecology is broken. " Liu Xingliang, president of DCCI Internet Research Institute, believes that even at the expense of reducing the activity of the platform, such ecological destruction cannot be tolerated.

　　Liu Xingliang introduced that in such a list-brushing game, many ash production companies in the industry earned a lot of money, such as selling trumpet, being a navy soldier and making automatic list-brushing software. "A large part of the money in the entire industrial chain has been earned by these companies, but what these companies do is meaningless or even harmful to the industry and society. The criteria for evaluating stars have also changed from works to well-done marketing and high energy of fans, which is the morbid state of the whole society. " (Reporter Bai Ge)