JaP-AnimUSic festival MElB. Aus
JaP-AnimUSic festival MElB. Aus
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Raymon Calma
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TAble ofContents
TOC o "1-3" u Background of music festivals/anime: PAGEREF _Toc144430765 h 1
Purpose PAGEREF _Toc144430766 h 2
Potential market PAGEREF _Toc144430767 h 3
Potential Venue PAGEREF _Toc144430768 h 4
Other Essential Resources PAGEREF _Toc144430769 h 5
Funding PAGEREF _Toc144430770 h 6
Reference PAGEREF _Toc144430771 h 8
Footnotes PAGEREF _Toc144430772 h 11
Background of music festivals/anime:
Music Festivals are very popular nowadays because it unites people through the use of music and it also forges bond between people that are present in the music festival (Fest Fanatic, 2021). Another reason music festivals are very popular given the broad range of music genres available nowadays and at music festivals it gives the people the chance to listen and watch performers play live at the festival (Caveman Music Festival, n.d.).
In this festival the music genre is showcasing Japanese musicians who have contributed in the anime industry through music whether its composing soundtrack for a particular anime or composing songs for opening and closing theme songs as well as insert songs in anime.
Anime recently had an unprecedented rise in popularity capturing the attention of viewers not just in Japan where it was originally from but everywhere in the world and is now more well-known than any other elements of Japanese culture due to its fascinating plot and its extensive range of likeable and recognizable characters (Adeel, 2023). Also, anime is popular due to its beautiful animation and its stunning visual design as well as the Japanese animation companies have awareness of varied interests of their audience as it explores genres, stories and characters with assurance that are suitable for all ages with different genres vary on audiences taste from slice-of-life dramas to action packed Shonen shows.
PurposeThe objective and purpose of this music festival is to create a safe and fun environment for those people aged 18 and over to appreciate the culture of Japanese animation and their music especially opening credits that is used to create expression and feeling as well as the anime's mood entirely through visual cues as well as a completely new tone for the following anime arc may frequently be reflected in the soundtrack in particular (Lee, 2022).
The festival is also an opportunity to bring the anime community in Australia together and for them to listen and appreciate the theme songs and the soundtracks that are used in their favorite anime shows such as Attack on Titan, One Piece, Studio Ghibli movies (i.e., Spirited Away and Howls Moving Castle) and much more, as well as bands and famous Japanese movie composers that have created anime theme songs with Japanese musicians and bands such as LiSA, Official HIGEDANDISM, YOASOBI, King Gnu, ASCA, RADWIMPS, SiM, Hiroyuki Sawano, Joe Hisaishi and much more acts.
The choice of theme is an integral part that is essential on building an event concept (Allen, 2022). Thus, to set a theme for this anime music festival, those who are attending to the festival will be encourage to cosplay their favorite anime character so that it will create an atmosphere in the anime music festival.
Potential market
To ensure this anime music festival is to be successful it is essential to identify the potential market segments (Allen, 2022). The main target market for this festival is people who have watched anime and listened to anime music at the range of age between 18-44 as 44% of 1829-year-old all over the world have watched and heard of anime and 41% of 3044-year-old all over the world have watched and heard of anime both male and female (Ferjan, 2023). It corresponds to the age group that are likely to attend music festivals here in Australia, according to the Australian Bureau of Statistics, 78% of Australians aged between 18-24, 71% of Australians aged between 25-34 and 70% of Australians aged between 35-44 both male and female have attended culture venues or events in Australia (Australian Bureau of Statistics, 2023). This will appeal to this age group because both have a huge interest on both going to a music festival and have an interest in watching anime as well as headlining acts that will be performing in the anime music festivals such as YOASOBI, RADWIMPS, LiSA, Hiroyuki Sawano, Official HIGEDANDISM and other well-known Japanese musicians that has contributed in popular anime musically will keep the target market interest and excited as anime watchers may have listened to their songs and hearing their songs live will make them more excited to see the acts live.
Potential VenueThe potential venue for the JAP-ANIMusic Festival is the Melbourne Showgrounds at the Main Arena in Flemington, Victoria. This venue is very capable of hosting this Anime Music Festival, with a capacity of 4,300 seats in the grandstand seating area (Melbourne Showgrounds, n.d.-a) plus 9000 squared meters of open spaced grass area (Melbourne Showgrounds, n.d.-a) which will hold an estimate of another 7500-9000 people in the Main Arena on which in total the full capacity of people in the area will be 11,800-13,300, thus, 13,300 people will be able to attend there. The Main Arena at the Melbourne Showgrounds has both a grandstand seating area on which 4300 people will be able to sit and watch the concert while another 7500-9000 people will be able to sit or stand in the grass area. The location of the Melbourne Showgrounds makes journeys easier for everyone as the Melbourne Showgrounds has a variety of ways to get there. If a special event is happening in the Showgrounds, a special Metro Trains will be available to get passengers from Flinders Street Station directly to the Showgrounds and takes 17 mins from there. Due to Melbourne Showgrounds being an established event venue due to the fact they annually do the Royal Melbourne Show and host other music festivals, there are many facilities readily available in the venue, bathrooms, nearby food outlets and bars as well as to facilitate any food trucks on-site. The Melbourne Showgrounds also offer other essential facilities and equipment needed for the music festival such as:
Furniture and Equipment Hire (i.e., chairs, tables and sinks) (Melbourne Showgrounds, n.d.-b)
Security (Melbourne Showgrounds, n.d.-c)
Cleaning (cleaning during and after events to ensure sustainable waste management and recycling) (Melbourne Showgrounds, n.d.-d)
The music festival will take place on 8-9th June 2024 during the Kings Birthday long weekend and will be 6 hours long for each day and will start at 3pm right until 9pm.
Other Essential ResourcesOther essential resources that are needed for this music event will need to be outsourced from other companies as the Showgrounds dont have the resources provided for organizers, thus, technical resources will be from a company called Moon Mother Productions and they provide technical production and AV equipment hire ranging from (Moon Mother Productions, n.d.:)
Festival Stage Hire
Sound System
Lighting Hire
AV Hire
Backline (i.e., Music Instruments such as Guitars, Drums, DJ Equipment and more)
Marquees and Other Equipment (Generators, Toilets, Temporary Fencing, etc.)
Food Trucks and Ambulance/Paramedic Services will also need to be outsourced so Food Trucks will be sourced from a company called Hire a Food Truck so the audience have some variety of food options to eat from while still enjoying the music festival and Ambulance/Paramedic Services will be sourced from St. John Ambulance Australia to help those in need of medical assistance in the venue.
FundingThere are many costs to examine on when putting together a budget for the anime music festival because according to Horngren (as cited in Knardal & Pettersen, 2015, p.682), the quantitative expression of a proposed plan of action, and it is an aid to coordinating what needs to be done to implement that plan. Expenses such as Venue and Equipment Hire, expenses of each of the performing artists, cost of festival stage hire, AV Hire, Backline Hire, Utilities, Waste and Recycling Management, permits and other expenses yet to be mentioned. Music Festivals need to rely on ticket sales, grants, sponsorships from well-known corporates, advertisements and number of sales in merchandise to grab revenue. Most anime-themed events such as anime expos and anime music concerts and/or festivals grab their sponsorship from huge anime distributors such as Crunchyroll and Aniplex to help contribute this music festival such as sponsorship, media, utilities and drayage (short-haul trip) and other funds to make the event a success. Government grants provided by the Victorian Government are also another option for funding but this is not a feasible option because the expected attendees have to be at least 3000 to meet the requirements for the Live Music Restart Program (Creative Victoria, n.d.) but we exceeded the estimated attendees of 5000 people. So, the only funding the event can rely on is the proposed sponsor of Crunchyroll. The estimated budget for the two-day anime music festival is $1,500,000 in consideration of the costs from the performing artists, venue and sound system, AV, Food Truck, Ambulance/Paramedic services and other equipment hires as well as marketing:
Expenses for the anime music festival Cost ($)
Artist budget $100,000
Venue and Equipment Hire (quote not available) Estimate $350,000
Insurance and permits (quote not available) Estimate $100,000
Staff in Venue Estimate $100,000
Ambulance service
Estimate $65,000
Food Truck Budget Estimate $20,000
Marketing (i.e. Advertising) Budget Estimate $25,000
Total $810,000
With estimated attendees of 5000 people, the organizers for the anime music festival will have an estimate income of $2,235,000 and it includes:
Ticket sales per person is $50, estimated revenue at capacity will be $665,000
Food and Drinks Sales at estimate for $400,000
Artist Merchandise Levy of 30% at estimate for $180,000
Sponsorship Advertising Levy, an estimate of $300,000
The organizers will have a profit of approximately $1,425,000,000 based on theoretical maximum ticket sales and profitable food and beverage sales.
ReferenceAdeel, S. (2023, August 8).Why anime is more popular than ever. MovieWeb. https://movieweb.com/why-anime-is-so-popular/#:~:text=Internationally%20and%20profoundly%20rooted%20inAllen, J. (2022).Festival and special event management, essentials edition(1st ed.). John Wiley & Sons, Incorporated.
Australian Bureau of Statistics. (2023, April 21).Cultural and creative activities, 2021-22 financial year. ABS. https://www.abs.gov.au/statistics/people/people-and-communities/cultural-and-creative-activities/latest-release#adults-attendanceCaveman Music Festival. (n.d.).Why Are Music Festivals So Popular?Caveman Music Festival. Retrieved August 31, 2023, from https://cavemanmusicfestival.com/why-are-music-festivals-so-popular/#:~:text=Several%20reasons%20make%20music%20festivalsCreative Victoria. (n.d.).Live Music Restart Program FAQs. Creative Victoria. Retrieved August 31, 2023, from https://creative.vic.gov.au/funding-opportunities/find-a-funding-opportunity/live-music-restart/faqs#:~:text=Grants%20between%20%24250%2C000%20and%20%241%2C000%2C000
Ferjan, M. (2023, February 15).20+ anime statistics & facts: How many people watch anime? (2023). Headphones Addict. https://headphonesaddict.com/anime-statistics/Fest Fanatic. (2021, October 16).The Importance of Music in a Music Festival. Fest Fanatic. https://festfanatic.com/importance-of-music-in-a-festival/Knardal, P. S., & Pettersen, I. J. (2015). Creativity and management control the diversity of festival budgets.International Journal of Managing Projects in Business,8(4), 679695. https://doi.org/10.1108/ijmpb-11-2014-0082
Lee, A. Y. (2022, March 4).Anime music think piece: How anime music marks emotional journeys. The Harvard Crimson. https://www.thecrimson.com/article/2022/3/4/Anime-Music-Emotional-Journeys-aot-demon-slayer-thinkpiece/#:~:text=Throughout%20the%20lifetime%20of%20aMelbourne Showgrounds . (n.d.).Cleaning | Melbourne Showgrounds. Melbourne Showgrounds . Retrieved September 1, 2023, from https://www.melbourneshowgrounds.com/organisers/cleaning/Melbourne Showgrounds. (n.d.-a).Outdoor B - MAIN ARENA | Melbourne Showgrounds. Melbourne Showgrounds. Retrieved August 31, 2023, from https://www.melbourneshowgrounds.com/spaces/main-arena/Melbourne Showgrounds. (n.d.-b).Outdoor B - MAIN ARENA | Melbourne Showgrounds. Melbourne Showgrounds. Retrieved August 31, 2023, from https://www.melbourneshowgrounds.com/spaces/main-arena/
Melbourne Showgrounds. (n.d.-c).Tailored Security Services | Melbourne Showgrounds. Melbourne Showgrounds . Retrieved September 1, 2023, from https://www.melbourneshowgrounds.com/organisers/security/Moon Mother Productions. (n.d.).Services. Moon Mother Productions. Retrieved September 1, 2023, from https://moonmother.com.au/staging/services/
Footnotes Slice of life is a genre that has been explored in literature, television, and cinema that focuses on regular people and the genuine drama that develops from day-to-day existence.
2 Literally translates as "few years," in Japanese is a term used to describe young males less than fifteen. Therefore, Shonen manga and anime are targeted towards that group of people. These animated series and manga have a young male protagonist and are mostly action, adventure, and combat-oriented.
3 Dressing up as a character from a book, film or anime.
