Summary of Key Points
The criteria for evaluating concerts have changed—now, in addition to whether the singer performs well and whether the stage is impressive, the generosity of the gifts given to fans has become a crucial factor. From early ticket stubs and postcards to today's branded gift boxes, limited-edition dolls, and even jewelry vouchers, the value of these gifts has become increasingly extravagant. This trend is influenced by the K-pop culture of reverse fan support, as well as the commercial logic behind brand sponsorship and artists' efforts to cultivate a loyal fan base. However, it also has negative consequences: fans focus more on the gifts than on the performance itself, putting extra pressure on smaller and mid-level artists and potentially driving up industry costs.
I. Gifts from Concerts: From Memorable Tokens to an Intense Competition
In the past, concert gifts were simply meant as mementos—ticket stubs, ribbons, postcards, which were inexpensive but symbolized a sense of occasion. Things have changed:
- Popular artists lead the way: Ding Yuxi gave out dolls designed by herself along with a 750-yuan voucher from Lao Feng Xiang at her concert in Chengdu; Zeng Shunxi and Song Weilong's gifts were also quite expensive.
- Professional singers follow suit: Wang Sulong and蔡 Yilin have started including branded gift boxes and limited-edition cultural items in their concerts.
- Local cultural attractions get involved: Artists like Mao Bu Yi gave out limited-edition fridge magnets at her concert in Taiyuan, while Zhang Shaohan provided local snack bags, using these events as part of urban marketing strategies.
Now, fans list and compare the prices of gifts, even creating rankings to see who is the most generous or the most frugal. Gifts have become a direct indicator of whether a concert is “sincere” or not.
II. Behind the Gifts: It’s More About Business Cooperation Than Just Showing Affection
Do you think all concert gifts are paid for by the artists themselves? In reality, they are often the result of multiple parties working together:
- Brand Sponsorship: Brands insert their products into the gifts, and when fans share photos, it’s like free advertising. For example, Wang Jun凯’s gifts were all from his endorsement partners (Tang Daren, Jin Zai, Feng Hua), while L’Oréal provided packages for蔡 Yilin’s concert.
- Artists Creating Their Own Brands: Zhao Lusi gave out skincare products from her own brand, and Wang Hedì offered shopping lists from his own trendy brand, saving costs while promoting their products.
- Local Cultural Support: Cities like Taiyuan and Taizhou use concerts to promote local attractions and their brands.
- A Small Amount of Personal Investment: Artists without endorsements might pay for some gifts out of their own pockets, but often exchange them for products in exchange for exposure.
In essence, concert gifts are a combination of creating an image of caring for fans and generating business benefits—a win-win situation for both artists and brands.
III. Why the Competition Is Intense?
The intensification of gift-giving isn’t sudden; there are two main reasons:
1. The Influence of K-pop Reverse Fan Support Culture: Korean idols give gifts to their fans (a practice known as “reverse support”), which Chinese entertainment talents have adopted to strengthen fan loyalty. For example, Gao Qingchen from “Create Camp” was praised for giving out 10 pounds worth of gifts at her concert in Changsha.
2. The Dependency of Popular Artists on Fan Economy: The popularity and commercial value of popular artists rely on their fans, and gifts are a tangible way to show this affection—more noticeable than simply performing an extra song. When fans share their gifts on social media, it encourages other fans to do the same, creating a cycle where everyone tries to outdo each other.
3. The Amplifying Power of Social Media: The luxury of gifts is easily quantifiable (price, quantity, brand), making them more likely to be shared than stage performances or singing skills. For instance, Luo Yunxi’s scarf was criticized for being “shabby,” while BY2’s vinegar ingredients became popular due to their practicality—both examples are results of social media trends.
IV. The Negative Consequences of the Competition
The focus on gifts has led to a reversal in the evaluation criteria:
- The Core of the Performance Is Ignored: Some concerts with mediocre stages are praised for their generous gifts, while professional singers (who don’t offer expensive gifts) may be criticized for not showing enough care for fans.
- New Conflicts Arise: For example, Xue Zhiqian’s birthday concert included a uniquely coded silver feather pendant, and absent fans demanded a replacement; Zhao Lusi’s gifts were sold on the second-hand market for prices ranging from 500 to 980 yuan, with some people attending concerts just to resell them.
- Pressure on Smaller Artists: Top artists have sponsorship opportunities and can use brand exchanges to provide valuable gifts, but mid-level and independent musicians have to pay out of their own pockets, potentially driving up ticket prices and narrowing their profit margins.
V. Is the Intense Competition a Good or Bad Thing?
In the short term, fans get more gifts and the experience improves. However, in the long run, it can lead to industry distortion:
- The Essence of Concerts Is Lost: The focus shifts from the performance itself to the gifts, which cannot compensate for poor singing or inadequate sound quality.
- Increased Costs: The pressure on artists and brands raises overall costs, ultimately falling on the audience.
- Disadvantages for Smaller Artists: Those with limited resources struggle to afford expensive gifts, potentially being marginalized in the market.
In conclusion, a great concert should provide an unforgettable live experience—sincere performances and an immersive stage. Gifts can be a nice addition, but they shouldn’t overshadow the main value of the event itself.
(Extended Discussion: Are Xue Zhiqian and Wang Jun凯 treated unfairly? Xue Zhiqian’s gifts were exclusive for her birthday event, so it might have seemed unfair to ask for replacements. Wang Jun凯’s gifts were from endorsements, which is a common part of business partnerships. However, in the context of this competitive trend, artists are inevitably compared, and it’s a consequence of the industry’s current dynamics.)