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超8成户外音乐节亏损 为何越来越多主办方涌入

2017-05-14 02:45:13   

票房收入不理想

尽管如今音乐节的收入来源已不再局限于票房收入,品牌赞助、直播版权分销和衍生品的销售等也是主办方获得收入的渠道。但是票房为主要收入仍然是目前比较合理的营收模式。

通常票房不好的音乐节最后都会亏损,比如2012年的成都大爱音乐节,6000万元的高投入换来300万元的惨淡票房,亏损了5000多万。

更多的中小型音乐节由于观众太少,损失惨重,沦为昙花一现的“一次性”产品。

尽管如此,主办方也不会轻易提高音乐节的票价。从经济学的角度讲,音乐节门票是一种需求价格弹性较大的商品,价格的提高会大幅降低人们参加音乐节的需求,导致门票收入减少。

另外,由于音乐节的大部分受众是在校大学生和刚刚步入社会的年轻人,可支配收入不多,为了保持对这些人群的持续吸引力,各类音乐节的票价也设置的相对较低。

就迷笛音乐节来说,虽然单日票价由2004年收取的10元上涨到今年150元的网络预售票价,但是相对物价水平和制作成本的上涨幅度来说,该价格仍然处在一个较低的水平。

迷笛音乐节票价

制作成本日渐攀升

制作一台音乐节的成本包括场地租金、舞美设计费、艺人的演出费用以及安保费用等。

其中,艺人的演出费用占据了制作成本的绝大部分。行业评论人王毅指出,能够邀请参演的艺人重量,往往意味着音乐节的质量。如果邀请一些不知名的乐队或歌手,吸引不到足够多的观众,票房无法保证,也不利于后期打响品牌、扩大规模。

而一些知名的艺人则随着近年音乐类综艺节目的兴起和音乐节数量的暴增,身价大涨,从而导致制作成本大幅度上涨。

“黄牛”猖獗

据悉,国内许多音乐节都面临着被“黄牛”截胡的问题。2012年成都大爱音乐节的门票定价为298元/天,4天通票为800元。相对较高的票价,使很多人纷纷选择了100元3张的黄牛票。

甚至连迷笛音乐节这样的大品牌也深受其扰,北京迷笛演出有限公司常务副总经理单蔚表示,“在历年的音乐节巡演过程中,不仅‘笛迷’、商户、志愿者跟随我们,就连‘黄牛’也跟着我们”。

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