Core Viewpoint - The trend of major concerts and music festivals moving to lower-tier cities is becoming increasingly evident, driven by lower costs and less competition compared to first-tier cities [4][5][6]. Group 1: Market Trends - A significant portion of concerts is now being held in third-tier and below cities, with 45.6% of mixed concerts taking place in these areas by the third quarter of 2025 [4]. - The music festival market is also thriving in lower-tier cities, with over 40% of events occurring in these locations [4]. Group 2: Economic Considerations - The costs of hosting concerts in lower-tier cities are substantially lower, with venue rental costs in first-tier cities being 6-10 times higher than in smaller cities [11]. - The overall travel and accommodation expenses for artists' teams in lower-tier cities can be significantly reduced, allowing for better profit margins even with lower ticket prices [11]. Group 3: Audience and Artist Dynamics - Audience demographics in lower-tier cities are favorable, as many areas have large populations with limited exposure to major artists, creating a strong local fan base [6][9]. - Different types of artists have varying considerations for city selection, with some prioritizing the local cultural vibe and infrastructure to enhance their performance [8][9]. Group 4: Government Support and Subsidies - Local governments are increasingly offering substantial subsidies for concerts, which can reach hundreds of thousands, to promote tourism and local economies [11][15]. - However, the actual access to these funds can be challenging, with strict criteria affecting the disbursement of subsidies [12]. Group 5: Impact on Local Economy - Concerts in lower-tier cities can significantly boost local economies, with external visitors accounting for 60-65% of attendees, leading to increased spending in transportation, accommodation, and dining [15]. - The presence of concerts can create a "concert economy" that benefits local vendors and businesses, enhancing overall economic activity [15][16]. Group 6: Challenges and Risks - The reliance on ticket sales for revenue, which constitutes about 70% of total income, poses risks if market assessments are inaccurate, potentially leading to unsold tickets and financial losses [12][13]. - The pricing strategy often used by promoters can be risky, as it may not account for local market conditions, leading to potential oversupply and price reductions [13].

明星演唱会也盯上了下沉市场这块"蛋糕"。 曾经，看演唱会似乎是一二线城市的专属，大批粉丝为追星或寻找情怀奔赴"北上广"。近两年，不少大 牌明星都开始轮番去三四线城市开唱，周杰伦在南昌连唱四场，薛之谦在襄阳办演唱会，大大小小的音 乐节更是深入三四线城市，甚至县城。 10月28日，中国音像与数字出版协会音乐产业促进工作委员会发布的《2025年中国演唱会及音乐节市场 分析报告》显示，大型演出向三线及以下城市下沉开拓的趋势较为明显。2025年前三季度，45.6%的拼 盘演唱会落地于三线及以下城市，音乐节市场也相对活跃，占比超过4成。 这并非明星们一时兴起的"基层慰问"，而是主办方、场馆方与艺人在考量市场后的共同选择。一线城市 场馆租金动辄数十万，报批流程漫长复杂；而三四线场地成本骤降七成，政府更是敞开欢迎之门。在这 样的情况下，转战下沉市场似乎成为了大势所趋。 而演唱会在选址上各方究竟有什么样的考量，主办方在票价降低的情况下又能否挣到钱？ 01 逃离"红海"：演唱会盯上下沉市场 但有些艺人则确实会考虑城市调性的问题，一些风格比较独特或者对自己演唱会呈现效果有较高追求的 艺人，则会仔细考量不同城市的硬件设施以及人文历史 ...

Group 1 - The concert market in lower-tier cities is expected to grow significantly, with 45.6% of mixed concerts taking place in third-tier and below cities by Q3 2025, and large music festivals in these cities accounting for 34.9% of total events [2][4] - The ticket sales in third and fourth-tier cities have increased, with box office share rising from 25.3% to 29.1% [2][4] Group 2 - The approval process for concerts in major cities like Beijing and Shanghai is extremely challenging, with lengthy bureaucratic procedures and strict regulations [3][4] - In contrast, local authorities in smaller cities are more supportive, often providing assistance and less stringent oversight for concert organizers [4][5] Group 3 - Ticket pricing strategies in lower-tier markets are aggressive, with practices such as ticket subsidies and transportation reimbursements becoming common [5][6] - Fans from smaller cities are now able to attend concerts more easily and affordably, leading to increased local attendance [12][14] Group 4 - The appeal of concerts in smaller cities is growing, as they provide a more accessible and enjoyable experience compared to traveling to larger cities [14][18] - Local governments recognize the economic potential of concerts, viewing them as a means to stimulate local GDP beyond traditional sectors [15][19] Group 5 - However, replicating the success of concerts from major cities in smaller markets is not straightforward, with many organizers facing challenges due to misaligned pricing and local demand [21][22] - The market is becoming saturated, with many cities planning regular concerts, which may dilute the perceived value of such events [25][27] Group 6 - The demographic of concert attendees is shifting, with local fans becoming the primary audience, reducing the influx of external visitors [26][28] - The future of concerts in smaller cities may resemble large-scale karaoke events, primarily benefiting local audiences rather than attracting significant tourism [28][30]