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音樂(lè)節(jié)的生財(cái)之道

音樂(lè)節(jié)的生財(cái)之道

Melissa Locker 2013-07-05
如今名目繁多的音樂(lè)節(jié)層出不窮,而且規(guī)模越來(lái)越大,觀眾動(dòng)則上十萬(wàn)人,有些音樂(lè)節(jié)甚至已經(jīng)形成強(qiáng)烈的品牌效應(yīng)。一句話,音樂(lè)節(jié)已經(jīng)成為一個(gè)規(guī)模龐大的產(chǎn)業(yè)。主辦方、贊助商、參演的音樂(lè)人自然笑逐顏開(kāi),但樂(lè)迷其實(shí)也得到了實(shí)惠,花一小筆錢(qián)就能現(xiàn)場(chǎng)感受音樂(lè)的魅力。

????今年4月份,超過(guò)15萬(wàn)音樂(lè)迷成群結(jié)隊(duì)地來(lái)到美國(guó)加州印第奧,參加柯契拉山谷音樂(lè)藝術(shù)節(jié)(Coachella Valley Music and Arts Festival)。6月中旬,波納若音樂(lè)節(jié)(Bonnaroo)吸引10萬(wàn)多人來(lái)到田納西州曼徹斯特,觀看保羅?麥卡特尼爵士和R. Kelly等明星的精彩演出。在一個(gè)悠長(zhǎng)的周末,大批樂(lè)迷不約而同地趕赴華盛頓州一個(gè)遙遠(yuǎn)的角落,參加在那里舉行的野人音樂(lè)節(jié)(Sasquatch)。除了幾十個(gè)已經(jīng)存在的音樂(lè)活動(dòng)外,每年涌現(xiàn)的其他音樂(lè)節(jié)似乎越來(lái)越多。加入洛拉帕羅扎(Lollapalooza)、奧斯汀城市極限(Austin City Limits)或暴亂盛會(huì)(Riot Fest)等音樂(lè)節(jié)行列的,是一些你或許沒(méi)有聽(tīng)說(shuō)過(guò)的音樂(lè)盛宴,比如剛剛舉辦了第三屆的州長(zhǎng)舞會(huì)(Governor's Ball),以及進(jìn)入第二個(gè)年頭的梓木音樂(lè)節(jié)(Catalpa Festival)。

????為什么突然冒出這么多音樂(lè)節(jié)?因?yàn)檫@是一門(mén)大生意??缕趵焦仁敲绹?guó)最賺錢(qián)的音樂(lè)節(jié)。根據(jù)Billboard Boxscore的統(tǒng)計(jì)數(shù)據(jù),這個(gè)音樂(lè)節(jié)去年售出了158,000張門(mén)票,斬獲4,730萬(wàn)美元的收入,遠(yuǎn)高于2007年的1,700萬(wàn)美元。2013年的門(mén)票在20分鐘內(nèi)就宣布售罄。主辦方Goldenvoice公司去年將柯契拉山谷音樂(lè)節(jié)擴(kuò)充,橫跨了兩個(gè)周末。盡管此舉受到嘲笑,但其他音樂(lè)節(jié)正在效仿這種做法。野人音樂(lè)節(jié)已經(jīng)宣布計(jì)劃稱,2014年的活動(dòng)將延長(zhǎng)至兩個(gè)周末。據(jù)推廣方透露,野人音樂(lè)節(jié)在2013年“大獲成功”,90分鐘內(nèi)就賣(mài)完了門(mén)票,創(chuàng)下了新紀(jì)錄。波納若音樂(lè)節(jié)的門(mén)票也宣告售罄,音樂(lè)節(jié)普通票的價(jià)格從224至269美元不等,兩張VIP門(mén)票(這種門(mén)票可享受停車(chē)和露營(yíng)方面的特殊優(yōu)待、專(zhuān)用休息室和觀賞區(qū))的售價(jià)為1,449.50美元。波納若音樂(lè)節(jié)的代理商表示,他們目前還沒(méi)有擴(kuò)充計(jì)劃。

????音樂(lè)節(jié)顯然是可以賺錢(qián)的,但有些推廣方參與這種活動(dòng)卻不是因?yàn)殄X(qián)。涉足音樂(lè)節(jié)對(duì)于百威啤酒(Budweiser)來(lái)說(shuō)是一項(xiàng)非常容易做出的決定?!皩?duì)于我們的公司來(lái)說(shuō),贊助音樂(lè)活動(dòng)是一個(gè)令人驚奇的傳統(tǒng),”百威英博公司(Anheuser-Busch)美國(guó)市場(chǎng)營(yíng)銷(xiāo)業(yè)務(wù)副總裁保羅?奇比接受《財(cái)富》雜志(Fortune)采訪時(shí)說(shuō)。早在上世紀(jì)80年代,這家公司就主辦過(guò)一個(gè)名叫“超級(jí)盛會(huì)”(Superfest)的音樂(lè)節(jié),奇比想重新進(jìn)入這一領(lǐng)域。百威英博公司去年聯(lián)手嘻哈天王Jay-Z主辦了百威美國(guó)造音樂(lè)節(jié)(Budweiser Made in America)。第二屆百威美國(guó)造將于勞動(dòng)節(jié)周末在費(fèi)城舉行?!拔矣X(jué)得,重新樹(shù)立我們作為音樂(lè)產(chǎn)業(yè)的領(lǐng)導(dǎo)地位是一件非常重要的事情,”奇比說(shuō)?!叭ツ暝谫M(fèi)城的活動(dòng)大獲成功,遠(yuǎn)遠(yuǎn)超過(guò)了我們此前的預(yù)期?!?/p>

????奇比指出:“從財(cái)務(wù)的角度來(lái)看,我們投入了很多,并沒(méi)有賺到錢(qián)?!钡嶅X(qián)并不是贊助音樂(lè)節(jié)的主旨。相反,百威啤酒認(rèn)為,與聯(lián)合勸募會(huì)(United Way)聯(lián)合打造的百威美國(guó)造音樂(lè)節(jié)不僅是一次反饋社區(qū)的機(jī)會(huì),也是一種在個(gè)人層面連接消費(fèi)者的方式?!耙魳?lè)是人類(lèi)生活的重要組成部分,是與消費(fèi)者建立關(guān)系的強(qiáng)大途徑,”他說(shuō)?!爱?dāng)人們想到偉大的音樂(lè)和打造出這種音樂(lè)的品牌時(shí),我們希望他們想到的是百威啤酒。”今年音樂(lè)節(jié)的焦點(diǎn)明星是碧昂絲和九寸釘樂(lè)團(tuán)(Nine Inch Nails)。

????Back in April, more than 150,000 music fans flocked to Indio, Calif., for the Coachella Valley Music and Arts festival. In mid-June, Bonnaroo drew over 100,000 people to Manchester, Tenn., to see Sir Paul McCartney and R. Kelly, among others. Sasquatch brought droves of people to a far-flung corner of Washington State for a long weekend. Every year, more and more festivals seem to pop up in addition to the dozens of music events that already exist. For every Lollapalooza, Austin City Limits or Riot Fest there's a Governor's Ball, which just held its third festival, or Catalpa Festival, which is in its second year.

????Why are so many festivals popping up? Because music festivals are big business. Coachella is the most profitable festival in the U.S. Last year it sold 158,000 tickets and pulled in $47.3 million in revenue, according to Billboard Boxscore. That's up from $17 million in 2007. Tickets for the 2013 festival sold out in 20 minutes. Goldenvoice, which produces the festival, expanded it to two weekends last year, a move that was scoffed at, but is now being replicated by other events. Sasquatch has announced plans to expand to two weekends for 2014 after a "highly successful" 2013 edition, which sold out in a record 90 minutes, according to promoters. Bonnaroo also sold out with regular tickets ranging from $224 to $269, and a pair of VIP tickets -- which include parking and camping perks, exclusive lounges and viewing areas -- going for $1449.50. According to Bonnaroo representatives, the festival has no plans to expand just yet.

????While it's clear that there is money to be made in festivals, for some promoters, there are non-financial reasons to get involved in the festival circuit. For Budweiser (BUD), getting into the festival business was an easy decision. "Our company has had an amazing legacy of being a patron of music," Paul Chibe, Vice President of U.S Marketing at Anheuser Busch told Fortune. The company had a festival in the 1980s called Superfest ,and Chibe wanted to reenter the sphere, which they did last year with their Jay-Z curated Budweiser Made in America Festival, which will take place again in Philadelphia over Labor Day weekend. "I felt like it was important that we reestablish ourselves as a leader in the music industry," Chibe said. "We did it last year in Philly and ended up being a much bigger success than we ever expected."

????"From a financial standpoint we put more in. We didn't make money on it," Chibe noted, but that wasn't the point of the festival. Instead Budweiser saw an opportunity to give back to the community via the Budweiser Made in America's festival partnership with United Way, but it was also a way to connect with consumers on a personal level. "Music is a key part of who people are," Chibe said. "It's a powerful pathway to create relationship with the consumer." He continued, "When people think of great music and the brands that enable it, we want them to think of Budweiser." This year's festival is headlined by Beyoncé and Nine Inch Nails.

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