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The growing concert business 

2023-07-01 08:19:44Biznes SHKRUAR NGA REDAKSIA VOX
The growing concert business 
Notre Dame Concert

Tirana, this summer, will be very noisy. But loud with the musical notes most sought after by Albanians: Elvana Gjata, Enrique Iglesias, Ricky Martin and others. How much is spent on tickets and is the small country of eagles starting to welcome big concerts?!

The concert industry in Albania has seen significant growth in recent years, with international and local artists hosting concerts.

The pandemic halted and weakened this industry everywhere in the world, but it seems that 2023 promises to return to pre-pandemic levels. A large number of concerts organized in Albania have shown a high demand among the public, starting last year.

But what's the best way to compete in an evolving industry that will never go back to the way it was?

Although the event organization companies, ticket sales, but also show promoters are still finding methods to promote this industry, especially with technological developments, the results seem satisfactory. In 2023, Albanians massively reserve and buy tickets online and few eyes go to physical ticket purchase centers.

At the start of the traditional summer music festival season and with the addition of concerts, fans are making it clear that they are ready for more exciting experiences.

And the hunger is showing in the bank accounts of venue operators and artists.

The concert industry in Albania has seen significant growth over the past few years, with international and local artists hosting concerts in the country. A large number of concerts organized in Albania have shown a high demand among the public.

According to market data and research for this year's events, the actors that can influence the demand for concerts in Albania include the popularity of the artist, the reputation of the country for organizing concerts, the support of sponsors, the involvement of influencers in marketing campaigns, the infrastructure for the organization of concerts, as well as the public's interest and ability to purchase tickets and attend such events.

"Rain" in ticket revenue

The price of tickets for concerts in Albania depends a lot on the artist, his reputation, the size of the concert venue, public demand, etc.

However, in general, ticket prices for concerts in Albania can vary from a few thousand lek for smaller, independent concerts, to several tens of thousands of lek for big concerts and famous international artists.

Ticket prices may also vary depending on the location in the concert arena (VIP, first zone, second zone, etc.), and on the prices set by the organizer or promoter.

Can we talk about real ticket business in Albania?

Xhani Demika, manager of artists for concerts and live nights, says that the price of tickets for concerts in Albania depends a lot on the artist, his reputation, the capacity of the place where the concert will take place, as well as on other factors such as the type of concert and the demand of the public.

However, according to him, ticket prices for concerts in Albania can vary from 1,500-2,000 lek for smaller, independent concerts, up to several tens of thousands of lek for large concerts and famous international artists.

Ticket prices may also vary depending on the location in the concert arena (VIP, First Zone, Second Zone, etc.), and on the prices set by the organizer or promoter.

MyTicket, a company that has been operating for several years in the field of online ticket sales in our country, claims that the tendency of Albanians to book and buy online has increased year after year. If we refer especially to concerts that have a target group of mainly young people, then there are no more problems, neither with the mentality of online purchases nor with the possibility and equipment to do this.

A completely different panorama appears for older ages, who have little or no knowledge of online browsing and online shopping. For this reason, it is reported that for almost every event in Tirana (except the concert of Elvana Gjata) a physical counter has been made available to buy tickets by hand.

The growing concert business The growing concert business 

Tickets here and in Europe

Concert ticket prices for the same singer vary by country. In fact, there are many factors that affect concert ticket prices.

Some of the factors that can affect the difference in ticket prices for the same singer in different countries include:

a) Local economy: The level of income and purchasing power of the country where the concert takes place can influence the determination of ticket prices. In countries with more developed economies, ticket prices are expected to be higher compared to countries with lower economies.

According to Xhani Demika, when a world-class singer agrees to hold concerts in a smaller place, often below his potential, the singer's costs are covered by sponsors.

b) Level of demand: The level of demand for concert tickets for the same singer varies by country.

In some countries, where the artist enjoys great popularity and has a large fan base, the demand for tickets can be very high, making it attractive for organizers to raise ticket prices.

But this panorama does not appear in Albania. Tickets for Elvana Gjata's concert started at 2000 ALL, although she is one of the most beloved singers for the Albanian public.

c) Location and size of the arena: Ticket prices for the same singer may also vary depending on the location and size of the concert arena.

Bigger and more prestigious arenas usually have more expensive tickets compared to other big venues.

In this case, in our country, the only arena is that of Air Albania, other organizations are mainly held in open spaces such as Mother Teresa Square, Skënderbej, etc.

d) Local policies and taxes: Local policies and taxes on the sale of tickets may vary from country to country. In some countries, additional taxes and fees may be added to the price of tickets, making them higher for the public.

According to Billboard Boxscore, the top 10 world tours earned a total of $2.2 billion in ticket sales, representing a 36% increase over pre-pandemic 2019 numbers.

inFRAStRuctuRe

In recent years, there has been an increase in the organization of concerts and the construction of arenas for cultural events. One of the main arenas for concerts in Tirana is the National Arena of Albania, which has a capacity for thousands of people and is equipped with advanced technology to organize large concerts.

In addition to the National Arena, Tirana also has other spaces suitable for large concerts.

At the same time, the acoustics and sound system infrastructure has increased, providing a better listening experience for concertgoers.

Andi Islamaj, producer, claims that already in our country there are a number of organizers and companies specialized in organizing concerts in Tirana, which have experience and capacity to manage large events. And further improvements and arrangements are expected in terms of nightlife and music, not only within a club.

The construction and development of concert infrastructure in Tirana continues, aiming to provide a perfect experience for the public and attract artists and their concerts to the Albanian capital.

the problem

The organization of concerts in Albania can face several problems. According to Andi Islamaj, some of them are:

-Lack of sufficient spaces and infrastructure: A main challenge is the lack of sufficient spaces and suitable infrastructure to hold large concerts. Sometimes, the limitations of existing spaces, such as arenas, stadiums and squares, can limit the number of concerts and their size.

-Necessary procedures and permits: Organizing a concert in Albania requires fulfilling permit procedures and approving the necessary permits from local and central authorities. This may include safety permits, noise enforcement, town planning permits, etc. The process of obtaining permission and approving documentation can be challenging and time-consuming.

-Lack of experience in organizing large concerts: Organizing large concerts requires special expertise and detailed knowledge in event management. In some cases, the lack of experience in organizing large concerts can lead to challenges related to logistics, detailed planning and managing potential risks.

-Costs of organization: Organizing large concerts has its own costs, including payments to artists, infrastructure costs, marketing and promotion, security, technical and other necessary services. The financial benefits of the organizers may be limited, especially if there is not a large fan base and strong demand for tickets.

-Logistical and technical requirements: Large concerts require strict logistical and technical preparation to provide sound, lights, stage, transportation, accommodation and other services for artists, staff and audience. Lack of sufficient infrastructure and technical know-how can create challenges in organizing concerts.

-Security and control of the public: Security of the public and control of the flow of attendees is very essential. Can you imagine what image it would create for our country?

Is it profitable?

The profits of the ticketing business in Albania depend on many factors, such as the target market, competition, operational efficiency and marketing strategies implemented. According to Xhani Demika, ticket businesses can have huge profits if managed successfully.

Ticket business profits also depend on the profit margin you can make on each ticket sold, which depends on the price of buying tickets from organizers and the price of selling them to customers. There may be other factors that affect whether or not you are profitable, such as operating costs, payments to partners and advertising.

Another factor that affects being profitable is the number of tickets sold and the type of event.

"If you manage to offer events that are in demand and attractive to the public, you can increase the number of tickets sold and, therefore, increase profits. The logic is like that but in reality there are many other things that influence.

Time, frequency between concerts, weather in the case of open spaces, forms of management and marketing. Event organizers often collaborate with people or influencers who have nothing to do with music and their influence on the public is minimal" - says Mr. Demica.

Summer festivals, "business cards" for tourism

Apart from concerts, Albania has the potential to develop as an attractive tourist destination through the summer festivals it organizes. Music, culture and art festivals are a good way to promote tourism and attract visitors from abroad.

In this case, marketing carried out through state agencies such as the National Tourism Agency, as well as private operators offering holiday packages in the country, as well as the power of social media, would bring a complete postcard of what events can do for tourism.

In recent years there has been increased interest in summer festivals in Albania, which offer a combination of music, performances, gastronomy and local culture, creating a unique experience for visitors.

Some of the most popular festivals in Albania are the Song Festival in Kukës, the Folk Song Festival in Gjirokastër, the Gjirokastra Festival, the Butrint Festival, the Kalamara Festival in Vlorë, Peza n'fest, Turtle Festival, etc. These festivals offer music, artistic performances, marketing and promotion of local products and other cultural activities.

There are also other music festivals, such as "Unum Festival" in Shengjin, "Soundwave Albania" in Dhërmi and "Parku i Skeletave" in Tirana, which are attractive to tourists looking for music and entertainment.

One of the most popular and successful festivals is the "Kala Festival" that takes place in Himara Bay. This festival has gained a good reputation for its high quality music and its wonderful location by the Ionian Sea.

Another organization, before the summer season, was the SouthDoor Festival. The events are mainly ticketed, but there are also free participation, only reservation and consumption on the nights the events are held./ Taken with abbreviations from Monitor

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