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.