Fans' passion for concerts sees strong revenue growth in major centers, smaller cities

As the manager of Xing'ao Entertainment, Zhang Zhe has witnessed firsthand the rapid rise of the concert and live performance industry in China. With an annual schedule of 40 to 50 events, the company is a key player in the booming sector. One of its most notable projects was singer Zhang Yuan's recent third concert tour.

Zhang Yuan, 39, rose to fame in 2007 in the singing competition Super Boy, and then led popular boy band Top Combine. He has since rekindled his popularity via an idol show, performed at the CCTV Spring Festival gala twice, and in November launched his first stadium concert tour themed "White" for tens of thousands of fans across China. He will begin a series of international concerts in Singapore and Malaysia this month and one concert in Shenzhen, Guangdong province, in March.

For more than six months, Zhang Zhe has been heading a 150-strong team preparing for the concert tours. Three of five of the singer's recent concerts were held in booming cities, a deliberate strategy of manager Zhang.

"These cities have strong economic foundations and growing appetites for consumption. We tailor our activities to these areas by collaborating with local tourism and cultural bodies to ensure maximum engagement," the manager said.

READ MORE: Girl groups strike a chord with fans

"Local governments are often eager to support events like ours, as they bring cultural enrichment and boost tourism," he added.

The majority of the audiences are aged between 18 and 30, and any organizers focus on giving them an immersive digital experience.

Zhang Yuan's concerts featured advanced technologies including laser lights, ice screens, and breathtaking visual effects to create a fully immersive experience. Structured in four chapters, the concert narrated his musical journey through a dynamic blend of singing, dancing, operatic vocals, musical theater, and live performance — transforming it into a comprehensive musical showcase.

"We design the shows to be interactive. The key is to provide many opportunities for taking good pictures and sharing them on social media, which is essential for today's audiences," said Zhang Zhe.

Rapid growth

The live performance industry has seen rapid growth in recent years. In the first three quarters of 2024, national per capita consumer expenditure grew by 5.3 percent year-on-year, according to the National Bureau of Statistics, while per capita spending in the education, culture, and entertainment sectors saw year-on-year growth of 10.1 percent.

Chen Guanqiu, an analyst at Zhongyan Puhua Industry Research Institute, said, "attending large, impactful performances has become one of the most popular forms of cultural consumption."

Innovation is at the heart of the concert planning process, said Zhang Zhe. His team carries out research on a city's characteristics and a local audience's preferences, and tailors concerts accordingly.

Performers also have to work hard to attract new fans while solidifying their existing fan base. In 2024, Zhang Yuan participated in multiple music festivals across the country, sometimes performing at five to six events in one month.

He also tries to have new songs to perform. Xing'ao Entertainment is preparing to release his second album, and plans to have him perform at more music festivals this year.

"The live performance industry in China is booming, and the future is even more promising," said Zhang Zhe the manager. "As fans' demand for live experiences continues to grow, we are excited to be part of this expanding market, which offers endless opportunities for innovation and engagement."

Niche markets have also appeared during the boom. Since 2021, Xie Jiayi, project manager at Chizhao Livehouse in Guangzhou, Guangdong province, has seen a shift in the makeup of audiences.

"Live venues, once primarily associated with niche genres like rock, folk, and indie music, have now expanded to accommodate a wider variety of musical acts. The rise of mainstream idols, nostalgic performances, and subcultures like anime and underground idol groups have introduced new audiences to the live performance scene, diversifying the type of events we host," said Xie.

This is reflected in both the diversity of musical genres and the audience demographics. While live venues were once dominated by younger crowds, primarily students and young professionals aged 18 to 28, audiences now span a wider age range, Xie said.

"The appeal of nostalgic acts has drawn in older fans, particularly those in their 30s and 40s, while the growth of anime and cosplay culture has attracted younger viewers, aged 13 to 18," he said.

As audiences become more diverse, live venues are adjusting their events. "Balancing niche genres with mainstream acts is always a challenge, as larger venues often focus on mainstream acts that can sell tickets quickly. But, we also make an effort to support younger, emerging artists," said Xie.

The competition for talent, venues, and resources has intensified.

"As the market grows resources are spread thinner, making it harder to secure top-tier artists and venues. We've seen the costs rise, and there are more players in the field," said Xie.

Social media has played a crucial role in supporting this growth, with platforms like WeChat, Xiaohongshu, and Douyin being used to connect with audiences, promote events, and gather feedback.

"We use these platforms to build and maintain fan communities, offering behind-the-scenes content, event previews, and interactive discussions, which help strengthen our relationship with fans and boost engagement," said Xie.

Chizhao Livehouse plans to continue expanding its offerings, introducing more diverse events and collaborating with other industries.

"The future of the live performance scene is about versatility and innovation, and we're excited to be part of that evolution," said Xie.

Beijing and Shanghai are known as "performance capitals", while regional centers like Nanjing, Jiangsu province, and Wuhan, Hubei province, as well as some county-level cities are emerging as new hubs for performances. Strong government support plays a pivotal role in the prosperity of the market in smaller cities.

Youth branding

Changzhou, a second-tier city in Jiangsu, is branding itself as a hub for youth music. In 2024, Changzhou hosted over 18,000 performances, drawing nearly 700,000 music fans and generating almost 4 billion yuan ($550 million) in consumer spending. Impressively, 74.3 percent of the total audience number traveled from outside the city, underscoring Changzhou's rising prominence as a cultural destination.

"Changzhou's music festivals stand out with their diverse lineups, which include both well-known artists and local performers. This diversity is a major factor behind our strong box office results," said Zhang Kai, director of the market management department of the Changzhou Municipal Bureau of Culture, Radio, TV and Tourism.

The Taihu Bay Music Festival has emerged as a leading event in the Yangtze River Delta region, contributing significantly to Changzhou's position at the top of music festival ticket sales in China. By the end of 2024, the city accounts for 61 percent of Jiangsu's music festival takings, and 9.8 percent of the national total.

The city's commitment to enhancing the fans' experiences has also played a key role in attracting large audiences.

"We've focused on providing top-notch services for festival-goers, including free shuttle buses, extra parking spaces, and discounted entry to local tourist attractions with festival tickets. This makes it more convenient and affordable for visitors, especially those coming from other cities and provinces," said Zhang Kai.

The city's transportation infrastructure, including high-speed rail and free public travel for visitors, is another crucial element in attracting outside fans.

"Changzhou's easy access by train and coach is a big draw for music lovers who want to enjoy a hassle-free experience," said Zhang Kai.

With nearly 80 percent of festival audiences aged 18-29, the city has tailored its offerings to this demographic.

"We've made sure to diversify the content and create interactive experiences like fashion exhibits and themed activities, which are especially popular with younger audiences," said Zhang Kai.

The city is keen to further enhance its cultural offerings by collaborating with local hotels, restaurants, and scenic attractions.

Immersive experience

Since the beginning of 2024, the performance market has continued to heat up. By July 26, 2024, national ticket sales had already surpassed the total for 2023, according to data from Lighthouse Professional Edition. As of Oct 23, 2024, the national performance market had generated just over 18 billion yuan in revenue, with 34.35 million tickets sold for 763,000 performances. The average ticket price was 524 yuan, higher than last year's 486 yuan.

Attending concerts, however, has evolved beyond just enjoying music and for some fans is an immersive experience.

Meng Xi, a 25-year-old from Jiangxi province, said attending concerts offers a chance to not only enjoy live performances, but also explore new cities and connect with fellow fans.

"Going to concerts is no longer just about the music. It's about the atmosphere, the sense of community, and the opportunity to travel. It's a new way to spend weekends," said Meng. She spent over 20,000 yuan attending concerts last year.

Meng started going to concerts to experience the live atmosphere. Within a year, she attended 10 concerts in seven cities and found they were gateways to new experiences, friendships, and lasting memories.

"It exceeded my expectations. Joining the concert group chats, meeting new friends, and even discovering new places makes the whole experience much more enriching," said Meng, adding her sense of anticipation started to grow as soon as she secured a ticket.

The most memorable concert she attended was Mayday, the iconic rock band from Taiwan, in Shenzhen, Guangdong, on July 6 last year.

"From the moment the first song started, the energy was electric. The crowd was so enthusiastic that I couldn't help but get immersed. The encore was particularly moving, with everyone singing in unison. I found myself repeatedly watching the concert footage after the event," said Meng.

According to the 2024 National Performance Market Development Brief released by the China Association of Performing Arts in March 2024, the number of performances for medium and large-scale concerts and music festivals with over 2,000 attendees, reached 5,600 in 2023, a 100 percent increase compared with 2019.

Ticket revenue reached 20.17 billion yuan in 2023, a 373 percent increase from 2019, and the number of attendees hit 35.5 million that year, a rise of 208.5 percent from 2019.

ALSO READ: Chinese rap musicians blend beats across borders

During the seven-day National Day holiday in 2024, 125 large concerts and music festivals with over 5,000 attendees were held nationwide, generating 860 million yuan in ticket revenue and attracting over 1.27 million attendees.

"Concerts have become a key party of young people's cultural consumption, driven by star power and emotional connections with fans. Artists like Jacky Cheung, a renowned Hong Kong singer and actor, exemplify how frequent, high-quality performances can build a loyal fan base and extend careers," said Ge Hao, an associate professor at Shanghai Conservatory of Music.

Ge added that fans, especially those in their 30s, are drawn to concerts featuring nostalgia to revive memories and satisfy a yearning for the economic and cultural vibrancy of their youth.

He said some music academy students are adapting to market demands, but he believes success comes from strong professional skills and continuous improvement. Audiences value skillful performers and can discern true talent, rather than blindly following trends.

"Technology will enhance the concert experience, but lasting success will depend on professionalism and skill. For emerging artists in the competitive industry, mastering the basics and focusing on quality remains essential for long-term success," said Ge.

Contact the writer at sunnyu923@163.com