文 | 娱乐资本论 豆芽

“tingleyigebanxiaoshiquansunyinzhichunchunzhemoyanchanghui”

“xuanchuande120fenzhong，jiuchangle90fenzhong，yemeiyouyingguangbang”

“sheidonga，kanyeshitinghuidehanjinlianghaizaishangsheng......”

qianliangtian，charlie puthzaihaikoudegerenyanchanghuibeituzao“huobuduiban”，yinfalebushaorende“bilei”，shenzhihaiyourenzhiyi“zheirenhaiyoushenmezuopinma，juranhainengzaiguoneikaitiyuguan？”

buguo，chengdouchanghebeijingchangdeyanchuduiyubaogeming、endingdenggoubingjiaoduodeyingshangjinxinglediaozheng，yesuanshiwanhuileyidingdekoubei。

duibi9yuefenkanyetongzaihaikoudeshitinghui，dujuyigedewutaisheji、lianchang30duoshouge、shenchuan“wogaosuguoni”zhongwenziyangyifu......chengyihetiyanganlamanrangzaichangguanzhongzhihu“zheigenbenbushishenmeshitinghuia！！zheijiushidaxingyishutiyanxianchang”。

kanyecicideyanchuxiyinlelaiziriben、xinjiapodengdidegemi，qizhongyebaokuobushaoyeneirenshiheyiren。zuizhong，gaiyanchuxiangmuzhijiedaidonghaikoulvyoushouru3.73yiyuan，bingzai9yue21riyoujiayanleyichang。

jingguoyinlejieguojihuazhenrongdeguoduhou，xiabannianhaiwaiyirenkaishiguoneizhaduixunyan。chulekanyehecharliewai，jessie j、binqibu、the chainsmokers（yanguiledui）、alan walker、tengjingfeng、yamadengbutongfenggeyirenfenfenkaiqilegerenxunyan。

fugaileriben、oumei、taiguodengduogediyu，baokuoleliuxing、dianyin、erciyuandengduogeyinlefengge。

zhaduideyuanyin，yifangmianshiguoneiyanchushichangdequejuan，zhubanfangkaishixiangjinbanfazhaochayihua；lingyifangmianyeshiyinweihaiwaiyirendeguihuazhouqihuixiangduizhangyixie，xunyanjiezouhenkuai。“guoneiyirenkenengyipaoliangsannian，danhaiwaiyirenshibijiaomijidiyanchu，huiyizuikuaidefangshibaxunyanjieshu，bijingyouchalvyali。”

zheizhongshichangreduyecuishengleyidingdejingzhengyali，shenzhidaozhileyixie“xingyeluanxiang”。liru，daozhiyirenjiageshuizhangchuangao、pohuaiguoneiyanchuxingyedezhengtikoubei。

danhuidaoshichangduan，bufenzhubanfangdetaiduxiangduijinshen，“kanyezhihouyouyixiechengshihezhubanfangdouxiangzuo，wojuedekeyizaiguanchayizhenzi，zheigeguochengzhongyehaishiyouhenduobuquedingxing，nadaopiwenzuihoumeilaichengdeyehenduo”，mta tianmoyinlejiechuangshirenlihongjiebiaoshi。

erqiezuoweiyimengaobuquedingxingdeshengyi，haiwaiyirendeyanchuyouyuhezuomoshi、goutongfangshi、chengbengoucheng、yirenyingxiangli、yinlefenggedengduoxiangchayi，youjiajuleyanchudebuquedingxing。haopingyuchapingdejiaozhi、butongquyudazheyushouqingdebingcun......zheixiedoufanyingchuluodihaiwaiyirenyanchuduiyuzhubanfangeryan，shushiyouzhegengdadetiaozhan。

weilejinyibutanjiuguoneiyanchushichangzaiyinlexiaofeishangdequshibianhua、ruhepingpanhaiwaiyirendedaipiaonengli、haiwaiyirenlaihuaxunyanhezuomoshichayi、chanshenglenaxiexingyeluanxiangdengwenti，womenyuduoweixingyezhubanfangliaoleliao。

竞争者涌入，抬高艺人价格？

yigexingyexinbianhuashi，yuelaiyueduoxinzhubanfangruju，zhengduohaiwaiyirenzaiguoneideyanchuxiangmu。

guoquhaiwaiyirenzaiguoneideyanchutongchangyouyeneijiaoweizishen、huoyoufengfuxiangguanjingyandezhubanfangcaopan，danzicongyanchushichangkaishibaofashizengzhanghou，daliangxinzhubanfangruju，zheiyisaidaoyeduolehenduojingzhengzhe。

“queshiyouhenduoxinzhubanfangjinlai，jingzhengbiguoqugengjiliele”，yulezibenlunzoufangduojiayanchuzhubanfanglejiedao。

liruniankanyeshitinghuidezhubanfangweihainanzhongshengwentijituanyouxiangongsi，zhuceyu2021nian；yamaguoneixunyan、shanqianshouyinlejiebeihoudezhubangongsi“beijingyijiawenhuafazhanyouxiangongsi”，chengliyu2023nian；binqibuguoneixunyandezhubanfang“kelaike（shanghai）wenhuafazhanyouxiangongsi”chengliyu2020nian。

zheixiexinzhubanfangbeihou，bufenyouyidingdexingyebeijingheshili，lirushanqianshoukiloglowchuangshirenzhangran，benjiuzhangqibangguoneiyinlejiepinpaiqiatanhaiwaiyiren。

aizuotu byyulezibenlun

dantongshi，yeyoubushao“lengtouqing”kandaohonglijinlaihou，fanerchengleguizepohuaizhe。

zuimingxiandeyingxiangshidaozhiyirenjiageshuizhangchuangao，butongyuguoneiyirenmingmabiaojiadehezuomoshi，haiwaiyirenzhuyaoshiyaoyuejizhi，meiyilunyanchuhendachengduqujueyu“zhubanfangdebaojia”，youqishioumeiyirendexunyanjingjigongsishi“chunshangyemoshi”。

“henduoxinzhubanfangmeizuoguohaiwaiyiren，gangkaishijiuzhitanneixiequanshijiezuidadepaier，tandeshihouhuijichugaoyutamenyuanbenyanchufeihenduodejiage，danshiyoumeiyouyudingchenggong，zheijiudaozhiyirendeagentxiangwomentichugenggaodebaojia”，zhangrangaosuwomen，“guojidapaibuhuijiemeiyouzhubanhaiwaiyirenjingyandeoffer，tayidanfaxianzheigezhubanmeiyoujingyan，huiyongzuikuaidefangshidingdaotanengchujiadetianhuabanhoujujueletadeoffer，ranhouwenwomenyaotongyangdeqian，zheishiagentdegongzuo。”

“youbufenrenrenweizheigexingyenengzhuanqianjiuwanglizha，danquefajibendechangshi，zhiyuzenmeliaobuzhidaoyebuzaihu”，lihongjieyebiaoshi。

tongchangzhubanfangdebaojiashiyouyanchuguimo、chengbendaotuichulaide，chaochuzuidaxianezhihoumingxianjiuhuibianchengyigepeibenshengyi。yinciyebufatanwanjiagehouxiaoshide、huozhezuoyijieshibaipaoludezhubanfang。jiehezheiliangniandeyanchushichang，zhubanfangpaoluhuozhequxiaoyanchudebuzaishaoshu。

yincizheizhongxianxiang，qishiyezaipohuaizhezhenggeguoneiyanchushichangdekoubei。bujinhuiyingxiangxiaofeizhedetiyan，henduoshibaideyanchuqishishixiaofeizhezaichengdan，erqieyehuijihaiwaijingjigongsiliuxiabukaopudefumianyinxiang。

danmuqianweizhizheizhongyingxiangchengduxiangduiyouxian，henduoxunyanjingjiyehuikaolvzhubanfangzizhihuoguimoyoushi。“tamenhaishihuifenbiannaxieshikaopudeoffer，naxieshibukaopude”，lihongjiebiaoshi。

henduozhubanfangyetidao，“ribenyirenjibenshangbuhuiyibaojiaweizhuyaopingpanyinsu，tamenyibangengkanzhongzhangqihezuo，juedingyehenjinshen，huifanfupingguhengliang，danyidanquedinghezuozhihou，jiubuhuiqingyihuanzhubanfang。”

juzhangranjieshao，yoasobidehezuojiuquleliuciriben。“ribenyikaishinapahenxiaodeleduidouxuyaoqubaifanghuxianglejie，youshihoudayirendetuanduihaihuilaizhongguobaifangwomendebangongshi。”muqian，shanqianshoukiloglowyezaichoubeiyoasobideyanchanghui。

erqiehenduojingzhengzhedejiaru，yequeshirangxingyebaihuaqifang，dailaigengfengfudeyanchuchanpin。chulexiangduixindezhubanfang，muqianshimianshangyeyouzhurulive nation、modengtiankongdengyijingyouyidingguimodetoubuzonghexinggongsi；yijiguochaowenhuadengzaiyinleyanchuxingyezhagenduoniandezishenzhubanfang；haiyoubufenpiaowupingtaiyehuijiyuhoutaishujufenxi，touziyixieyanchuxiangmu。

“现在国内的消费需求也很细分，虽然竞争者变多在市场份额的占领上有一些小冲击，但也不是说谁挤压了谁，只要是票价合理、找到了相应的听众就可以”，国潮文化项目总监徐晓东告诉我们。

ciwai，wenlvbudezhichiyezaijianjiedituidonghaiwaiyirendeyanchuluodi，youqikanyedechenggongyejixingyedailaileyixiezhengmianqishi。yanxu“wenlv+yanchu”derechao，jinnianhenduowenlvbuyezaichixuxiyingaozhiliangxiquechanpin，qizhongjiubaokuolehaiwaiyirendeguoneixunyan。

liruhaikouwenlv，jiucenggongkaibiaoshi“womendeyanyigongsizhengzaiqiatanthe weeknd、travis scottdengyinlerendehaikouyanchanghui。”henduowangyouhaiteyiquguanfangxiaohongshuzhanghaoxuyuan，“nengbunengbawodehuoxinggeyeqinglai”、“lady gagayoumeiyoukeneng”、“taileyouxiwangma？”

muqianwenlvbudezhichigengduoshizaishenpi、jichusheshipeihedengfangmian，“chuzidexiangmuhenshaole，jibenshangmeile。”

congzhenggexingyelaishuo，jingzhengzhebiguoqugengduoyuan，suiranyousuoweide“guizepohuaizhe”，danyebufazhenzhengreaiyanchuderenjinlai，tuidongzheshichangdefanrong。

日音崛起、泰音紧跟：国内音乐审美更细分

xiangbiguoqu，rujinxiaofeiduandeyinlexiaofeixuqiuyegengduoyuan、gengxifen。

“fenshuilingzaiyuxianzaidenianqingguanzhong，guoqudajiadepinweihaishitingdaliuxing，xianzaide95hou、00houduiyuyinledefanweishejigengguangle、jieshoudequdaoyegengduole。suoyijiuyinleleixingeryan，xiangdianyin、hiphopdengxianzaifazhanfeichangkuai，jibenshangcongxiaozhongzouxiangdazhongle”，duogehaiwaiyirenguoneixunyandecaopanshouaye（huaming）gaosuwomen。

shenmeixifenzhixia，pianhaochayiyekaishituxian。jiuquyueryan，riyindejueqigewaimingxian。“tongleixingderibenyiren，baokuoribendeindieledui，zhengtihaishibioumeiyirendepiaofanghao”，zhangranbiaoshi。

zheizhongqushizaishangbanniandeyinlejiezhongjiuyousuotixian，zaipaopaodaoyinleyuyishujie、shanqianshouyinlejiedengxianchang，zhubanfangteyijiangribenyinlerenfangzaitongyitian，shanqianshouhaijiangyoasobi、nvwangfengqueen bee、yama、iridengribentoubuyirenshelilezhuanmendewutai，xiyinledaliangnianqingyonghudaochang。

zheixielvxiantongguoyinlejiezaiguoneidakaishengliangderibenyiren，jinnianjibenshangdouluxukaiqilexunyan。“jinzai10yue、11yue，jiuyouchaoguo40weiribenyirenlaihuayanchu。”

ciwai，baokuobinqibu、xg、tengjingfeng、milet、yamadengzaineidelaopaihexinruiyinleren，yedouzaijinqikaiqilezhongguoxunyan。

riyinjueqibeihouyouduofangyuanyin，yifangmianyurimanzaiguoneidereduyouguan，henduochangguoremenrimanzhutiqudeyirengengrongyixiyinfensi；lingyifangmianyuribenyanchushichangbianhuayouguan，juayejieshao，zhiqianhenduoribenyirenbuyuanyichulaixunyan，danyiqingzhihouhenduoribenyirenyuanyichulaiyanle，yezaijiejianyixiexifangdemoshi。

erqieribendabufenyanchubunengshexiangpaishe，wangshangnengkandaodeyanchuxinxihenshao，shenmiganyehuichengweixiyinfensideyigeyinsu。shangbannianzhenyezhongzaipaopaodaoyinleyuyishujiedeyanchu，taishangquanchengshitongguobeiguangchengxiandejianying，bingmeiyoulumian。

suiranerciyuanjinnianyouweihuore，danzaizhangrankanlai，“erciyuanyirendeyanchushibutongdeluojiheyonghu，chengbengouchengheshourugouchengyebuyiyang，erciyuanyirenyouhendayibufenlaizizhoubianjiqitadeshouru。gengxiangshizaizuoip，yanchuzhishiipyunyinghuanjiezhongdeyibufen。”

yeyinci，henduozhubanfangbingbuhuiteyigensuiredianzuoerciyuanyirendeyanchu，yinwei“shuyeyouzhuangong”。

riyinzhiwai，taiguoyirenzaiguoneidereduyezaibuduanzengzhang，liruleduihybsjiuzaiguoneiyoudaliangfensi。

youqishitaijudefengmiyeranghenduozuhe/yirenkuaisuzhangleyibofen，birubkppjiushiyinzhuyanle《yinidexinquanshiwodeai》erzouhong。dankaolvdaoshenpiheyulunfengxian，zhubanfanghuijinshenkaolvyifujuzouhongdezuhe，huozhezhiyaoqingqizhongyiwei，lirubkheppjiushifenbieliangxiangleguoneiduochangyinlejie。danmuqiantaiguoyirenzhuyaogaopinchuxianzaiyinlejieshang，gerenxunyanyezhuyaozaigangaotai。

jiufenggeeryan，guoquxiangduixiaozhongdeyinleleixingzaiguoneikuaisuchengzhang，birudianyin。

近期，The chainsmokers（烟鬼乐队）的巡演正在进行中。“烟鬼既是欧美艺人、又属于电音，相对流行大众来说还是相对小众，但售票情况很好，佛山、成都、南京场在演出前均售罄。不过论讨论度和受欢迎程度，反响最好的是佛山，因为之前烟鬼在佛山做过音乐节演出，大家也开玩笑说佛山是烟鬼老家”，徐晓东表示。

tongweizhimingdianyinyinlerendealan walkeryezaitongbukaiqiguoneixunyan，shoupijiuguanxuanlenanjing、wuhan、shenzhen、chengdou、guangzhou、hangzhou6gechengshi，houxuyenarulebeijingdengyixianchengshi。

rangyixieyeneirenshiyiwaideshi，bufengengweixiaozhongdeduliyinlezaiguoneideshouhuanyingchengdugaoyuhaiwai。

“biruqileyaogunhuozhepost punkzaiquanshijiefanweineibingbusuanhuo，danzaizhongguosuanshiyigepiaofanghenhaodemenlei，youqishizailive housexunyanli”，zhangrantidao。

这些趋势变化意味着国内听众的审美更个性化，这对于主办方而言也是一件好事。“现在行业也越来越细分了，有电音、金属等，而且大家也知道自己需要什么样的内容，我们从业者就能够更快地去找到优质的音乐演出，给到需要的观众”，徐晓东表示。

“稀缺性”不再，怎么做好一场海外艺人演出？

suiranhenduohaiwaiyirenyouyuxiqueshuxing，zaiguoneiyanchuzidailiuliangmima，dangenjujinqishichangfanying，haiwaiyirenzaiguoneiyechuxianlegezhongshiyingbuliangzheng。shenzhibushaozaihaiwaihuoguojiyouyidinghaozhaolideyiren，zaiguoneifanerchuxianle“zhekoujia”、beibileideqingkuang。

liruduanmeiyanchanghuizaishoupiaoshangjiuchuxianlequyuchayi，beijingchangjihushi“miaoqing”，danguangzhou、haikoudengdiqu，shenzhichuxiandazheqingkuang。tengjingfengyeshitongyang，zaishanghaihechengdoudeshoupiaochuxianchaju。ermariahcareyzaibeijingchangdeyanchu，yechuxianledazhe。

gongjibianduo、chanpinleimufengfuhouqueshidaozhilemaipiaonandeqingkuang，danhenduoshihouyichang“jiaohaoyoujiaozuo”deyanchuyequjueyuzhubanfangdepinggu、yingxiao、zhixingdengnengli。

zailuodihaiwaiyirendeyanchushi，zhubanfangmenmianlindediyigenantishiruhepingguyirendedaipiaonengli，bingshipeiheshidechengshiyuguimo。

qianwentidaodeyinlexiaofeiqushidebianhua，zhishiyigedafangxiang，jutidaoyirenshenshang，xuyaogengxiangxidepingpanbiaozhun。yincizhenduidaxingyanchanghui，tongchangzhubanfanghuicankaoliumeitishuju，guanchagemitiliangheyinleredu，danyexuyaokaolvdaoguoneizhuliuliumeitidechayixing，henduozaihaiwaihuodeyirenzaiguoneibujiandeyourenqi。

其次社交媒体的热度也是一个重要的参考维度，“如果这些艺人有进军中国市场的想法，他们的宣发公司一定会开相关的社交账号，就可以观察社交账号的粉丝、点赞、评论等基础数据”，徐晓dongbiaoshi。erzhenduiribenyiren，bzhanreduyehuichengweizhubanfangdeshujucankao。

lingwaihuikaolvzheixieyirenjinqishifouzaiguoneizuoguoqitaxingzhideyanchu，liruyinlejie、yinleju，zheijuedingtashifouyouyidingdeshouzhongrenzhijichu。guanchafaxian，henduoqunianzhishangbanniancanjiaguoyinlejiedehaiwaiyiren，xiabannianluxukaiqigexun。ertengjingfengzaiqunian，yezaishanghaiyijingchenggongyanlejuchangxiu。

zongyisuiranshixiaoguomingxianderedufangdaqi，danzhubanfangzaizheiyibiaozhunshanggengweijinshen。“yinweiyinzongredubingbuhuiyudaipiaoqingkuangqiangguagou，erqiezongyidereduwangwangjizhongzaijiemubochuqijian，yanchudechoubeizhouqiduanzejigeyue，zhangzebannianyishang。”

duiyulivehousexunyandengxiaoxingyanchuyiren，zhubanfangzegengduoshijiyuzijideshenmei，yijizijisiyushequndexuqiu。“kanzhubanfangbenlaideshenmeihesiyuyonghuqidaishenmeyangdeyinleren”，zhangrantidao。

jibianyouduogeshujucankao，yanchurengranshi“yimenmaoxiandeshengyi”，buquedingxingyijiucunzai。“zuozheigexingyejiudejieshouzheizhongbuquedingxing，nengjieshoucainengganzheigeshi”，lihongjietanyan。

congshoupiaokaolv，xuanzewanyirenhouhaixuyaozhengquepingguguimohechengshi。zheiliangnianyanchuredujiangdalianglivehouseliangjideyirendingshangletiyuguan，jiangtiyuguanjibiedeyirendaijinleniaochao，zuizhongchuxianle“maipiaonan”。

zheizhongwentizaihaiwaiyirenshenshanggewaimingxian，“shichangbaofayejiushijiangyigetiyuguandeliangtidaolianggetiyuguan，danjueduibushizhijiebiaoshengdaolianggetiyuchangdeliang，xiangniujietabenlaijiumaibuletiyuchang，dazheshibiran”，mouyanchuzhubanfangrucitidao。

而且很多欧美、日本音乐的市场集中在一二线城市，部分细分音乐类型也需要关注城市的年轻化人群。“我们会评估城市的大概人群，比如烟鬼的受众更年轻，我们可能也会关注一些学校，以及政府重点税收企业在当地大概是什么群体”，徐晓东告诉我们。

zaiqiaodingyanchuhou，zhenduifeitoubuhaiwaiyirenxuyaozhongdianyingxiao。chuleshaoshuhaozhaoliqiangdeyirenwai，haiwaiyirenfanergengzhongyingxiao。

“公司的营销能力对于海外艺人的演出更重要，比如烟鬼就需要精准找到欧美圈中对电音感兴趣的人，我们提前沉淀覆盖了欧美电音圈至少200个社群，要先找到愿意买单的人”，徐晓东表示。

chuledalianghaiwaiyirenlaihua，yeyouhenduoguoneiyirenzouchuqu。bujiuqian，wanqingjieshulebeimei8chengxunyan，baokuoxiyatu、jiujinshan、luoshanji、niuyue、boshidundengchengshi，gaixunyanyoulihongjiechuangbande“youpengzidongfanglai”yanchuipzhuban。shangbannian，“youpengzidongfanglai”yezhubanlemayuanshirendebeimeixunyan。

qunian，“youpengzidongfanglai”tongmingyinlejieluodiniuyue，tongyang、wutiaoren、fangdongdemaozaiyiguotaxiangweidangdifensimendaiquleyichanglinlijinzhi“zhongguoyaogun”。jinniansanyuehaizaidangdizhimingyinlejiesxsw（xinanpiannan）shangjubanleshowcase，jihelefaziledui、mayuanshiren、ako（riben）dengduozhiledui。

“zhongguodeyinlerenmendaowaimiandehuanjingkankanyeshiyijianhaoshi，queshinengxuexi、jianzhengdaobushaoxinmoshi，bulunshiduitamendechuangzuolinggan，haishileduideyunyingguanli、zhiyeshengyaguihuadouhuiyouzhengxiangdeziyanghejili”，lihongjiebiaoshi。

jinglile“paomoshi”dezengzhanghou，guoneiyanchushichangyezaizhubuhuiguilixing，haiwaiyirendezhaduilaixiyejiangjinyibucushishichangdechengshu、duoyuan，suiranchuxianleyidingdewenti，danyijiuyouhenduoreaiyanchuderen，xiwangzuohaoshichang、weishichangdailaiyouzhichanpin。