愛惠旗艦店

The overwhelming success of Mariah Carey's February concert has sparked huge demand for live performances by single female artists across Asia.

Next month pop diva Whitney Houston is due to perform, to be followed by sexy siren Britney Spears, who is committed to a Bangkok performance early next year.

"There are quite a lot of choices as many [performers] are lining up to come to Asia, largely due to the high demand in China where supply is easily absorbed," said Boonperm Intanapasat, general manager of event organiser Matching Entertainment Co Ltd.

Unusually high demand from China has encouraged artists to make their presence felt in Asia. While China is the main market, other countries, particularly Japan and Thailand, are high priorities on Asian tour itineraries.

This gives Boonperm opportunity to quote reasonable prices to have the artists appear in Bangkok, which in turn allows Thai audiences to see more of their favourite stars. Whitney herself will come to Bangkok after three concerts in China.

"If Bangkok were the only destination [on Houston's Asian tour itinerary], we would have been required to pay more," he added.

Matching is spending some Bt40 million on the one-night concert on July 19, when Whitney will croon for some 11,000 fans at Impact Arena, Muang Thong Thani. Tickets start at Bt6,000, covering about 2,000 seats.

As usual, ticket sales do not cover all the expenses. In most of Boomperm's cases, 50 per cent of expenses are financed by sponsors Advanced Info Service (AIS) and Boon Rawd Brewery will back the Whitney Houston gig while the remainder comes from ticket sales.

The rising demand for live performances also affords corporations increased participation in music-related marketing activities.

AIS has earmarked about Bt100 million in this area for this year, including Bt6 million for Whitney's concert.

"Through this, we can strengthen brand value and forge closer relationships with clients," said Titipong Khiewpaisal, AIS assistant vice president for consumer marketing.

"It is difficult to fathom concrete results from this spending but long-term benefits are something we look for. At least we take part in activities that benefit our clients," he said.

[Source: The Nation]