What should concert designers and planners do?

1. Brokerage company: the company to which the artist belongs under the contract, which is responsible for the market positioning, packaging style, marketing promotion and publicity of the artist.

Pass and other work for TVXQ!! It is SM.

2. Performance organization: This concept is complicated. Simply put, it is to cooperate with various brokerage companies and be responsible for the local promotion of artists, such as signing parties, song clubs, concerts and so on. Mu's company is a performance organization, which is actually the organizer in everyone's mouth. No one is allowed to ask me what I do in the future! Ask and settle! )

Brokerage companies and performance brokerage companies seem to communicate with each other, but in fact the industries are not exactly the same. I'll talk later!

3. Attendance rate: the ratio of the number of people attending the concert to the total number of seats.

Box office: the total box office of the whole concert.

Many people often confuse these two concepts. In fact, there is a big difference. Box office is real money, which can best reflect a singer's market appeal. However, the attendance rate can be a lot of water. For example, organizers give tickets, sponsors book tickets, buy scalper tickets and other factors. Can cause the false prosperity of attendance, so the organizers will only pay attention to the box office, not the attendance, but the media will pay great attention to the attendance, because this is the raw material for their hype, whether it is holding or stepping on it.

Basic forms of propaganda

1. Soft publicity: refers to vague advertisements in newspapers, magazines, radio, TV stations and the Internet, which can be used as concert-related programs or interspersed with concert-related information in interviews, TV and radio.

2. Hard advertising: including clear advertising information such as performers, performance venues, performance time and fares. It can be achieved through newspapers and magazines, TV rolling advertisements, radio oral broadcasts, street billboards and the Internet.

3. Press release: Performance agencies or brokerage companies plan and compile news about artists' concerts, and pay the media to buy space in several print media or buy time in several TV stations to release news.

In fact, there is a great restriction on hard advertising. First of all, you have to wait until the concert is approved before you can make a hard advertisement and then you can officially sell tickets. Secondly, the price of hard advertising is very high. Combining the two points, unless the concert is confirmed, it will not be easy.

In contrast, the publicity of soft texts is much more flexible, because there is no need for approval, as long as the loopholes in the text are properly plugged. Because the news is still uncertain when soft advertisements are posted, this kind of information will be written in a vague way, and the words will be cautious, and vague words such as "possible" and "suspected" will appear, especially in some places with strict supervision, such as Shanghai and Beijing. Clear soft advertisements also need approval and will be vague.

If you see vague soft advertisements, you should wait and see. It may be that in the second half of the negotiation or the contract has just been obtained, the performance agency deliberately released water to test the market reaction. What's more, it didn't enter the negotiation period at all, and the brokerage company just released news to attract interested performance agencies to take over! In short, there is no hard advertisement to prove that the approval has not come down, and everything is variable. You can pay close attention to them and do market research with them, but don't expect too much, otherwise it will only increase your sadness.

If you see hard advertisements, it proves that the approval of the Ministry of Culture has passed, and the concert is basically a foregone conclusion. If there are no major accidents, it will be held as scheduled. You can dream and laugh, and at the same time, you should quickly prepare money and grab tickets. As for some skills and precautions of booking tickets, I will elaborate in detail below.

Ok, let's sort out the whole process of the concert.

I. Concert negotiation stage

First of all, the brokerage company will send the information to the relevant performance agencies to find the performance agencies interested in taking over the concert.

Interested performance agencies will contact the brokerage company for specific details, including production costs, the number of starring actors, reception standards and so on. And then calculate the overall cost, predict whether they can finally make a profit, and consider whether to take over.

Of course, there is another way, that is, the brokerage company holds its own performances to establish the status of singers, or takes the cake alone. However, this practice is extremely risky for brokerage companies. As I said before, brokerage companies and performance brokerage companies actually belong to different industries. Because they are unfamiliar, there may be many problems in the operation of brokerage companies. In addition, the phenomenon of local strongmen in the performance market is obvious, and there will be many obstacles without relying on local performance institutions. Therefore, few companies will do this.

When the negotiation goes to the second half or the performance agency gets the contract, the performance agency will disclose relevant information in the gathering place of singer official website and fans, or bring some notes in newspapers and magazines. For example, a market survey two months ago.

At present, due to the strict supervision of the Ministry of Culture on these news, especially in places like Shanghai, such information will be written in a hidden way and the words will be used carefully, which may lead to the so-called emergence of such words.

This small-scale publicity is to let die-hard fans get information and ensure the box office performance at the initial stage of invoicing.

Don't underestimate the box office in the initial stage of invoicing, which will often affect the performance agency's judgment on the singer's market appeal, as well as the momentum and media reputation of the concert. This momentum is beyond the company's power, and it depends on fans. Good momentum can bring snowball effect.

The box office at the beginning of invoicing is actually the same as the album's first month sales.

Two. Preparatory stage

Determine the venue, determine the specific time, of course, these things are often set in the negotiation stage now.

These related matters have been determined, that is, to apply for approval and apply to the local cultural administrative department.

If you are a domestic singer, you don't need the Ministry of Culture. It will be quick. If there are no special circumstances, it will take about 10 days a week. If it is foreign-related, Hong Kong, Macao and Taiwan, it needs to be declared to the Ministry of Culture, and the Ministry of Culture will reply to the local cultural administrative department. This process usually takes more than a month.

Only when you get the approval can you make a hard advertisement and issue a ticket. In some places with strict supervision, even some clear soft advertisements need approval, such as Shanghai.

After the approval, the representative can officially issue tickets and officially advertise.

Under normal circumstances, the ticket issuing time of singing bar is about 45 days. The longer the ticket sales time, the more thorough the preparation for the performance, and the more opportunities to remedy it. The shorter the ticketing time, the less preparation and the greater the risk, but it also represents the greater confidence of the performer in the singer.

Three. Propaganda stage

Concert publicity is generally divided into three waves.

The first wave of publicity: mainly the press conference and the first wave of press releases, explaining some basic information of the concert, such as the time and place of the concert, the singer's situation, and starting to sell tickets at the same time. Basically, some important local print media and TV broadcast media will have corresponding soft news.

If the singer is not local, it is rare to come once. The organizer will take the opportunity of holding a press conference to let the singer make some announcements as much as possible to prepare for the mid-term and late-stage publicity.

Of course, many singers have omitted this step because of the schedule or the original contract, such as most foreign singers.

In fact, omitting this step will greatly reduce the scope and effect of the first wave of publicity. Moreover, the publicity of the conference has a great influence on the box office at the initial stage of invoicing, so the organizer will fully publicize the conference.

In the first wave of publicity, mainly soft news, due to the price problem of hard advertising, at this time the general organizers will not do hard advertising, even if it is actually just a small banner advertisement in newspapers and magazines.

If the ticket issuing time is 45 days.

The initial stage of invoicing, usually 3-7 days, is the period when die-hard fans digest tickets.

Again, don't underestimate the box office at the initial stage of invoicing, which will often affect the performance agency's judgment on the singer's market appeal, as well as the publicity and media reputation of the concert. This kind of publicity is beyond the company's power, and it depends on fans. A good publicity can bring a snowball effect.

After the initial stage of invoicing, the box office will enter a relatively stable stage, and the box office income will be greatly reduced compared with the initial stage.

At this time, the second wave of publicity usually begins.

The second wave of publicity: the organizers will issue press releases in some major local newspapers, magazines or online, which usually include the preparations for the concert, the stage acoustics, the recent situation of the singers, the box office situation and so on.

Soft-text publicity related to TV and radio stations will also be synchronized, including some TV and radio stations' announcement columns about singers, and broadcast some programs related to singers, such as concerts and MVs.

At the same time, a large number of hard advertisements will begin to appear, such as advertising banners, rolling advertisements of TV stations and radio stations, and explicit oral advertisements in some programs.

As long as the second wave of advertisements is to attract the singer's non-hardcore fans or marginal fans, the second wave of advertisements will be adjusted in time through box office feedback due to the cost of advertisements. For example, if the box office is better, there will be fewer advertisements. On the other hand, if the box office is poor, advertisements will be overwhelming, which can effectively promote the box office in the later period, which is the embodiment of the market law.

The third wave is the final stage. By this time, the success or failure of the concert is almost a foregone conclusion, and the organizers can do very little, but the final live box office will have a relatively second-stage peak at this time, and some people who are interested in songs (not necessarily fans) will choose to buy at this time, so non-human factors such as weather and traffic will play a certain role in the box office at this time.

After the concert, there will be follow-up publicity. Because the concert is a foregone conclusion, the organizers will pay less attention to the follow-up publicity at this time, that is, they will not spend money on the follow-up publicity of the concert. It depends on the status of the singer, the sensation caused by the concert and the operation ability of the brokerage company.

Basically this is the process of promoting a solo concert.

For performance agencies, they will calculate the overall cost and final income of the concert, and also test the performance market of a singer. That means testing the value of a singer.

Off the topic, this may be something that everyone usually ignores. In fact, the singer's solo concert is not only for making money or thanking fans, but also for a wide range of publicity and enhancing self-worth. Therefore, the publicity of the organizers plays a vital role in the marketing of artists.

Think about it. One is that only fans know about a concert, and fans digest the tickets internally, and outsiders are completely unaware of it. The other is large-scale publicity. Although some neutral people may not go to see it, everyone knows that the singer is coming to give a concert. Which do you prefer?

The latter, right? So you might as well supervise the company that took over the concert to see if it has reached the normal publicity level of a concert, that is, the three waves of publicity I mentioned above, such as whether there are posters, light box advertisements, street billboards, newspapers and magazines, whether there are rolling advertisements on TV, and whether the soft advertisements have reached 5 to 6 drafts. This is the normal level of publicity. Although it can prove that the box office is good, it also proves that the organizer is cutting corners.

Of course, there are some special circumstances in the publicity, such as:

1. Sponsor: As the concert becomes more and more difficult, many performers will look for sponsors. For concerts with sponsors, in addition to box office, sponsors will also be an important factor.

Because in the sponsorship contract, the publicity intensity and the number of hard advertisements are generally clearly indicated, which must be completed by the organizer, even if all the tickets are sold out. Secondly, some sponsors will have their own publicity advantages and channels, and they will also use these channels to advertise concerts, such as China Mobile and China Unicom.

This situation is not a complete market behavior.

2. Creating public opinion (hype), which I didn't explain in the previous part.

Just let everyone know that you are here for a concert. You are awesome, forcing the media to pay attention to you and not taking the expenses of the organizer. This is beyond the control of performance organizers and brokerage companies. The BH degree of fans at the beginning of invoicing can affect the publicity effect, which is what I often call the iron powder effect, but it will not affect all. To put it bluntly, it needs the cooperation of time, place, people and all aspects. Only the box office appeal is far from enough, but also the singer's status and his own situation will have a great impact. Let me cite several successful cases in the performance industry.

Rainbow band's concert in Shanghai this year.

VIP tickets are as high as 5,000 yuan, and the cheapest VIP tickets are 3,000 yuan and 2,000 yuan, all in the stands.

At the beginning of invoicing, diehard fans swept away the sky-high tickets of 5,000 yuan without publicity, and Japanese fans chartered flights to watch. Attracted media attention to this concert without the organizer's money. If I remember correctly, they didn't advertise hard, and soft news was done by many media for free.

Rainbow concert is one of the successful examples.

2. Creating public opinion (hype), which I didn't explain in the previous part.

Just let everyone know that you are here for a concert. You are awesome, forcing the media to pay attention to you and not taking the expenses of the organizer. This is beyond the control of performance organizers and brokerage companies. The BH degree of fans at the beginning of invoicing can affect the publicity effect, which is what I often call the iron powder effect, but it will not affect all. To put it bluntly, it needs the cooperation of time, place, people and all aspects. Only the box office appeal is far from enough, but also the singer's status and his own situation will have a great impact. Let me cite several successful cases in the performance industry.

Rainbow band's concert in Shanghai this year.

VIP tickets are as high as 5,000 yuan, and the cheapest VIP tickets are 3,000 yuan and 2,000 yuan, all in the stands.

At the beginning of invoicing, diehard fans swept away the sky-high tickets of 5,000 yuan without publicity, and Japanese fans chartered flights to watch. Attracted media attention to this concert without the organizer's money. If I remember correctly, they didn't advertise hard, and soft news was done by many media for free.