Hoha Electric Syllable Became The First Opening Festival In Wuhan In 2020

After the second half of the year, people finally return to the line of sight.

Night slowly opened, between the transmission of electric sound and streamer, singing and dancing ignited the audience. On the one hand, there is a wonderful experience brought about by the constant collision of audio, symphony, rap and women's troupe. With the booming music, the whole audience raised their hands to shout, and the rap singers sparkled on the stage. In an instant, thousands of colored paper, fireworks and air waves were sprayed, which attracted the audience's screams; on the other hand, the new DJ played dishes in the water, and the sound wave and water spray brought the excellent summer experience Along with the rhythmic electric sound performance, the actors perform water acrobatics.

Since July 11, this scene has been staged every day in Wuhan Happy Valley. Who would have thought that this place had been the focus of the world's attention a few months ago, and even became an "empty city". According to the arrangement of the organizer, the hoha syllables of Wuhan Happy Valley will last for 50 days from July 11 to August 30, and both the land and water parks will be opened simultaneously.

On August 8, Wuhan municipal government officially announced that most scenic spots are free of charge. The organizers intend to use the cross-border mode of "electric syllables + amusement parks" to create a new way for urban tourism.

On August 28, Tang Haifeng, deputy general manager of Wuhan Happy Valley, said in an interview with the 21st century economic news reporter: "this year, we have upgraded the spirit core of cultural and tourism products. In addition to inviting a number of domestic top-notch musicians to perform on-site, we also added many local stars in Wuhan to present familiar Chinese music, hoping that happy valley can use hoha electric syllables to help the city's night economy, Provide experience for outdoor tourism and effectively boost the confidence of Wuhan city. "

accident

Fans say a summer without a festival is incomplete. Traditionally, summer is a time when music festivals gather around the world, but because of the epidemic, all major festivals will be affected this year. According to incomplete statistics from the sample survey of China's performance industry association, nearly 20000 performances have been cancelled or postponed in China from January to March this year, resulting in a direct box office loss of more than 2 billion yuan. Music festival organizers around the world will collectively lose nearly $17 billion during a special period, according to viberate, a music data analysis company. The direct economic impact on the festival was $16.8 billion, of which $5.1 billion (about 30%) came from ticket sales. The rest of the economic losses came from festival site operations, such as food and beverage suppliers, peripheral commodity suppliers and other paid on-site facilities.

The VAC syllables, originally scheduled to be held in Wuhan on August 21 and 22, have also recently announced their extension. In this regard, Cheng Lei, deputy general manager of VAC electric syllables, explained to the reporter of 21st century economic news: "unlike the domestic bands that are featured in the rock festival, most of the core lineup of electric syllables are well-known foreign DJs. The fierce epidemic situation in foreign countries has made it extremely difficult to travel and flow internationally. Foreign artists meet with the audience in the form of online. This delay is also due to the cancellation of participation by foreign artists for personal reasons, and they can not replace artists of the same level at the moment. "

The epidemic has caused many offline music festivals to experience mutation, and many performances have to be transferred to online. Under the influence of "cloud Theatre" and "cloud Theatre", the performance of "cloud Theatre" was suspended on March, and "insight Theatre" was released in March. On June 13 this year, strawberry Music Festival had to move the stage into Jingdong studio.

Musicians were also forced to stop performing live and stay at home. In an interview with reporters, tox, a representative of young pioneer electronic musicians in Central China, said frankly that he participated in 19 offline performances including VAC electric syllables and mango Music Festival last year. This year, he only participated in 3 offline performances and 4 online music festival performances. "Online live broadcasting is mainly public welfare activities. There is no income such as tickets. The purpose is to enrich people's lives and promote the recovery of the industry. Whether it is electronic music or other music, live experience is very important, so the effect of online performance cannot be compared with offline performance."

The good news is that with the domestic epidemic situation gradually getting better control, the offline Music Festival, which has been silent for more than half a year, has seized the tail of summer, and has gradually returned under the measures of "standard" health testing, limiting the scale and number of people on site. There have been a number of music festivals taking the lead in recent years, and more festivals are ready to go. This year's festival also presents more new formats, including online and offline combination, super running, market and other elements, which are integrated with the festival to seek uniqueness and avoid homogeneous competition.

Guo liming, the lead singer of banana weekly, also said in an interview with the 21st century economic report: "most of the performance venues have been opened now, and all the bands have begun their tour plans. Many people in the circle of friends release the news of enjoying the performances every day. The offline Music Festival market has recovered rapidly after the epidemic

The surprise is that the income of domestic artists this year will be much higher than that in previous years. Tox said: "in previous years, many concerts tend to invite foreign artists to perform. This year, due to the epidemic situation, they all chose domestic artists, which also brings us a lot of opportunities."

regression

In the expectation of music fans, more and more music festivals have been announced, ready to have a Music Carnival. According to the incomplete statistics of the 21st century economic report, since the end of August, at least 10 offline music festivals have come back to people's attention, and many famous musicians have joined in.

The 2020 Zhoushan East China Sea Music Festival will be held from September 4 to 6, when neon garden, Comus, island mood, fortune and other bands that have just absorbed powder on the variety show "band's summer" will gather again; 2020 West Taihu Lake International Music Festival will be held in Changzhou from September 19 to 20, with Zhao Lei, hedgehog, zuozhou, shaman, wild children, mosaic and other musicians and bands will be happy When the fans met, all kinds of electric syllables and metal music festivals also determined the performance time.

? ? In order to grasp the market demand in advance, a number of small-scale music festivals have been held in a number of cities before the large-scale music festivals are about to start singing. Only on July 25, including 2020 "China Film cultural innovation" Qingdao first balcony Music Festival, 2020 Lianyungang summer tourism festival, Lianyungang Silk Road Music Festival and Liandao Beach Music Carnival, and nanshawan District cruise Music Festival The festival has begun.

In a recent study, 82% of 110000 respondents said they were ready to buy tickets for next year's festival in the next two months. "I thought I couldn't take part in the music festival this year. I was very excited to learn that Wuhan VAC electronic syllables will be held soon." Said duo Du Du, a fan in Wuhan. Wuhan VAC electronic syllable tickets sold out on the day of sale, and early bird tickets were even more empty in one second.

On the hoha syllables of Wuhan Happy Valley, Tang Haifeng deeply felt the popularity of the scene. "Although the opening ceremony was full of ups and downs, it still couldn't stop the enthusiasm of the fans. The interaction between the live artists and the audience was very warm." In addition, he also revealed that since the opening of hoha, the flow of Happy Valley has increased by 20% to 30%.

Cheng Lei said that the reason why the first station of VAC electric syllables is set in Wuhan is to convey the signal that the city has begun to recover. "Wuhan is the birthplace of VAC and the center of the epidemic. The recent free admission policy for all A-level scenic spots in Hubei Province has also proved that Wuhan is in a good recovery situation, and the comprehensive recovery of offline Music Festival is just around the corner.".

During the outbreak, the organizers of the festival also made more security considerations. "Now all tourists are required to take their temperature, wear masks, show their health codes and swipe their ID cards to ensure the authenticity of their personal information," Tang said

Cheng Lei also revealed that in the early planning process of Wuhan VAC, safety issues were put in the first place. "In the admission stage, we will check the health code and temperature, and provide free disinfectant and masks to everyone, and set up temporary isolation points to prevent accidents."

Night economy

Compared with ordinary concerts, the depth of Music Festival in the industry chain is more extensive. The music festival promotes and displays the brand and culture of the host city, and promotes the local social consumption, including tourism, cultural industry, service industry and other related industries, especially the promotion of local cultural tourism.

According to Ma Fenghuang's "post-90s' Travel Mode Research Report", 29% of the post-90s have set foot on a journey to see an idol's concert. Duoduo also said: "if the music festival is held in a foreign country, I will call on my friends for a short trip. Every time I go to a music festival, the cost of tickets, air tickets and hotels is about 5000 yuan. "

Relying on the regional music festival, the music festival promotes the development of regional music. Taking hoha as an example, the festival has attracted tens of thousands of fans.

It is worth noting that the offline music festival plays an important role in promoting the "night economy". Tang Haifeng introduced that since the hoha electronic syllables were held, tickets for the night show of Happy Valley in Wuhan have been sold well, and the proportion of tourists for the day and night shows has also changed from the original 6:4 to 4:6. Tang Haifeng also said: "the breakthrough of this electronic syllables lies in the large time span. Young people are the main target consumer groups, creating a festival Carnival belonging to Wuhan, stimulating the consumption demand of the city at night, and helping the development of Wuhan's night economy."

According to the "Research Report on the development trend and consumption behavior of China's night economy industry in 2019-2022" released by AI media consulting, the scale of China's night economy is expected to reach 30 trillion yuan this year. According to data from Feizhu platform, the number of products for night play on the platform increased by about 20% over the same period last year.

The activity of night economy is an important aspect to reflect the vitality of the city and help the economic recovery. Some experts in the industry pointed out that music festival products are relatively new, with a variety of characteristics, such as personality and fashion, cross-border and broken circle. At the same time, it is full of urban fireworks, which fully meets the preferences of young people and the needs of surrounding tourism.

In the post epidemic era, music festivals are also trying more new tricks. In the way of performance, the combination of online and offline is selected, and the performance theme is more diversified. For example, the hoha electric syllable adopts the cross-border form of "Amusement Park + electronic sound".

As for the phenomenon of cross-border music festivals, Tang Haifeng believes: "frequent cross-border music festivals and the integration of new elements can bring diversified experience to music fans. New forms can attract more people's attention and broaden the audience of music festivals."

Tox has a different view: "after all, the music festival is mainly composed of music, and the performance lineup and the live atmosphere created are the life source of the festival. As far as I know, music lovers may still prefer to go to more professional music festivals."

In the form of performance presentation, the music festival also integrates more elements. For example, the balcony Music Festival has a novel and interesting creative market in the park, so that the audience can experience the craftsmanship on the spot. "During the epidemic period, we have more time to think and plan and have a lot of new ideas. In the future, we will also be more fun to do the scene, such as using more lasers on the stage, bringing new audio-visual experience to people at the technical level of screen vision and dance beauty matching, so as to infinitely approach the experience of the world's top electronic syllables."

According to the "2018 China Music Festival market report", from 2011 to 2018, the number of domestic music festivals increased from less than 70 to 263. In addition, the trend of music festivals from economically developed cities and provincial capital cities to third and fourth tier cities is still continuing.

In the face of fierce competition, festival organizers are also strengthening innovation to avoid homogenization. Nowadays, many festivals pay more attention to "small and fine". Some organizers have begun to launch music festivals for different age groups to develop new audiences. For example, in June this year, modern sky culture development Co., Ltd. held a small strawberry parent-child Music Festival. It launched music performances and art workshops for children, aiming at the parent-child market.

As for the development direction of the domestic music festival in the future, Guo Liming thinks: "the flow of people in the festival is too large, and the audience is mostly young and vigorous young people, which may still have an impact on the environment or public facilities. I suggest that some small-scale performances can be held, and one or two groups of musicians who can attract traffic and bring several groups of outstanding musicians who are still developing are one A more reasonable model. "

Flood the screen

Wuhan Happy Valley hoha syllables have also attracted the attention of foreign media.

After the AFP released a 44 second video and used the term "Wuhan fashion" to describe the screen of foreign social media, several foreign media followed up and reported on the scene, especially the US media.

Business insider magazine commented on August 20 that this is a vivid case of the "post epidemic era". Thousands of people flocked to Wuhan Water Park to participate in the music festival. The article describes the excitement of Wuhan people about the gradual return to normal life and the gradual recovery of the city since the "unsealing".

Originally originated in the west, electric syllables are playing and reveling in the East. Wuhan Music Festival market has been very hot. According to the data released by Hubei Provincial Department of culture and tourism in 2019, Wuhan ranks the third in China after Shanghai and Kunming in box office ranking. According to the "2017-2018 Hubei Wuhan performance market big data" released by Ali Da entertainment, among the top ten cities with GDP in 2017, Wuhan's live entertainment box office ranked fourth in China with an increase of 40%. In the first half of 2018, the box office growth rate of Wuhan performances was as high as 124%. Among them, the music festival market is particularly hot, has surpassed Beijing and other first tier cities.

Although under the shadow of the new crown pneumonia epidemic, the world's music festivals, concerts, concerts, livehouse and other crowded live music performances have been pressed the pause button, but as the center of the outbreak of the epidemic in Wuhan once held such a grand electronic syllable party, both for Wuhan and for the national fight against the epidemic, it is of great significance.

Tang Haifeng said: "the core of the electronic syllables is" when we love Wuhan ". After the epidemic, Wuhan people need music encouragement and happy paradise parties. We also want to tell you that Wuhan has come to life!"

In response to reporters' questions, foreign ministry spokesman Zhao Lijian also said: "the holding of Wuhan happy valley electric syllables shows that Wuhan has won a strategic victory in fighting the epidemic situation, and it also shows that the Chinese government has won a strategic victory in fighting the epidemic. It is said that in European and American countries, people are very surprised. I also hope to report the real situation back to European and American countries through your lens, so that the people of European and American countries can understand the real China. "