What else does a music festival need?, Besides the stage
"This event integrates various lifestyle elements such as music, travel, art, and markets, bringing the sense of ceremony, memory points, and landmark buildings that music fans pay attention to into one scene. It is not only a unique music festival, but also an ideal lifestyle that young people long for and can touch." Li Jie, CEO of barley, interpreted the recently held 2023 Anaya Xiami Music Festival in this way.
In the two days and three nights, music fans go to the Anaya Auditorium and Lonely Library in the morning to take photos, and in the afternoon sit on the beach to experience the charm brought by sound and light, opening up new cultural and entertainment lifestyles for young people. The event brings together 27 well-known musicians from both domestic and international sources. The legendary British band Suede gave their final one hour performance, admiring the band's performances of "West Lake" and "Goodbye Jack". Chen Qizhen performed "The Meaning of Travel" and "Still Feeling Lonely" by the 80s generation. The Five People Band brought "Ah Zhen Loves Ah Qiang" and "Flowers Bloom on the Shore". Caodong did not have a party and the band brought "Mountains and Seas" and "Strong Breeze". Guo Ding sang "In the Clouds" and "Mercury"... Different styles and artistic conception of melodies create a warm memory for fans.
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Band performance
In terms of organizational form, the music festival adopts a "2+1" model, with two formal performances paired with one "Eve party". The unique "Sunrise Special Session" is a collaborative effort between the Wandering Band and the image artist Yutian, where immersive music performances are performed by the Dawn Beach.
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The performance is non-stop day and night
"The content structure of a music festival is similar to writing an article, it should have a beginning, a middle transition, and an end. The design of the Eve party and sunrise special event is a part of the whole, and the presentation of content with context is the perfect combination." Yin Liang, the chief producer of the Xiami Music Festival, said that to build a music festival brand, the most important thing is to output unique ideas and form a differentiated user experience, not seeking the maximum, but seeking the best.
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Based on this market prediction, the "Life Market" of the music festival will organically combine brand, art, cuisine, leisure, exhibition, vacation, and music performances, and launch joint art products, art installations, and immersive experiences with China Post, Dewu, Madier, Xianyu, Wang Xiaolu, and others. The temporary post office at Xiami Station and the Benben Rabbit Art Installation have become popular places for check-in.
Music Festival Co branded Products
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Statistics show that the proportion of 18-29 year old ticket buyers at this music festival is 55%, and the proportion of cross city performances is 94%. The organizer stated that the current consumption habits of Chinese consumers are shifting from purchasing consumer goods to experiencing experiences. Users are no longer fixated on how many performances they have watched, but are more concerned about what unforgettable experiences they have experienced. Factors such as celebrities, creativity, social interaction, environment, and services are all influencing the market reputation of large-scale outdoor music performances. The ability to provide scarce resources and create differentiated services is becoming a new competitive advantage for domestic music festivals to catch up with.