The past New Year holiday of 2024 has witnessed a group of young people enthusiastic about exploring new experiences brought a brand atmosphere to the consumer market.
According to the New Year holiday consumption data released by Meituan.com, the volume of orders for activities such as house parties, tea gatherings, and Livehouse performances increased by 225% compared to the previous year, while other related activities have also gained popularity among young consumers nationwide. Based on data from Mafengwo.cn, Generation Z accounted for over 60% of the travelers during the New Year holiday, with theme activities, performances, and unique experiences as the most favored elements for young people's "New Year getaway."
Livehouse is a kind of indoor performance venue equipped with professional sound and lighting equipment featuring a direct connection between the stage and the audience area and a stand-up form of performance. As a unique music experience space, it is favored by young people for its immersive and interactive atmosphere.
With the rise of music festivals across the country, the music-centered Livehouse culture has also become virus nationwide.
Recently, Yanis Huang, the music director and musician associated with Jay Chou, held his first solo concert in 2024, titled "Y Universe", at the Xintang Store of E.C.PARK J Livehouse in Zengcheng District, Guangzhou. The concert was a huge success with no empty seats left. When well-known classic songs "Your Name Engraved Herein" and "Obviously" were sung, all those present joined the chorus together as if they were in a large karaoke room.
Mr. He, who came all the way from Tianhe District, shared his special short trip to Zengcheng District, which contains sightseeing during the day, the music performance in the evening, and a relaxing soak in the hot spring at the end of the day.
It has been recognized that Livehouse, as a music-themed activity and lifestyle highly sought after by young people, has become a new driving force for local cultural and tourism consumption. This combination of music, entertainment, and tourism constructs an important scene for consumption among urban youth.
Compared to larger music concert venues, Livehouses are more intimate and free-spirited, allowing the audience to move around the house and interact with the performers. Data show that Chengdu boasts the most Livehouses among cities, while Guangzhou is one of the cities where Livehouses originated, possessing a rich live music performance culture.
In the first batch of 50 popular new scenes of cultural and tourism consumption elected by the Department of Culture and Tourism of Guangdong Province in May 2023. there are four "New Scenes for Music Performance", with three of them being Livehouses, two of which are located in Guangzhou. Through the innovative fusion of "Livehouse + tourism", the local tourism industry will gain momentum to create immersive cultural tourism experience.
Source: Yangcheng Evening News
