Thursday, October 23, 2014

TV “Youth» – RBC Daily

The Festival “Disco 80″, which is “Autoradio” spends 13 years in a row, more than a year gathering notices. Past few years, producers ??? each time promised “better” Disco “in history”, each time bring western stars of the 1980s, and each time a sports complex “Olympic” is filled to the limit. Surprisingly, according to the organizers of the festival, it did not become profitable. Magazine “RBC” figured out the structure of the momentous event, why is it nuzh ??? but “Autoradio” long and there still will delight fans of the 80s.

Yuri Kostin came to “Autoradio” from his own radio broadcast business : in 1992 he was co-founder of “Radio 101″. The 1998 crisis was for

radio fatal, and two years later it ??? sold Russian Media Group. Kostin himself a few years in the Internet project “Radio 101″, hoping to get the frequency for broadcasting. Expectations were not met, and he soon moved on to “Autoradio” as general producer. Then the station was an evening program called “Disco 80″ – a simple compilation of the hits of those years. The first president of “Autoradio” Alexander Varin suggested Kostin run eponymous music festival.

«And Varin, and I once drove a disco – and forbidden and permitted, with permission to use the less popular: their repertoire heavily censored . So we decided to revive these discos. This project was for me a kind of a pass in the company, “- says Costin. He is now president of the Broadcasting Corporation “Prof-Media”, which belongs to “Autoradio”, and now his main responsibilities on the “Disco” – select the key actors from the list and give a start to the festival. And in the early 2000s during the preparation of the event, he reeled in 80 miles a day on the “Luzhniki”, and then on the “Olympic».

Run “Disco 80″ Kostin called his old friends – the owner promotion company Silence Production Michael Kapnik and CEO of concert agency Attack Concerts Artem Mining. Kapnik took over the technical organization (sound, light, scenery, etc.), hall rental and ticket sales, and Mountain – artists booking (agreement on specific dates and terms of performances) and “Large”. “For me it was quite sudden proposal – said Artem Mountain. – We then have engaged in tour stars 80′s, but of no winner was not the question. I honestly say that I doubt that we will collect a full house: the peak of popularity of the music was, besides just ended the 1998 crisis. We have identified a sample of the stars who were popular at our school discos, who came to Russia, who are well received. On it and went. ” As it turned out, did not believe in the Mountain plans Kostin and Varina and until recently was not engaged in Buckingham performers. The seriousness of their intentions, he realized, when the streets of the city appeared billboards with the very list of artists, which they approved.

persuade foreign artists to participate in the festival was not a problem, says Artem Mountain. Popular in the 1980s, Western artists have lived, as a rule, with the money from your own business – for example, restaurant or hotel – and for a long time did not go to the scene. Proposal in front of thousands of fans of old hall was it flattering. Difficulties arose with domestic stars. Thus, the “Time Machine” at first refused to participate in a festival called “Disco”. Then Alexander Varin told the musicians that when he worked as a DJ in his youth, no dance party is not complete without “Time Machine”. These words convinced a group.

The first “Disco 80″ was held in late November of 2002. Ottawan, C.C. Catch, Bad Boys Blue – despite the big names of the participants, Varin until recently doubted whether gather a room: half an hour before the start of Sports Palace “Luzhniki” was only half full. As a result, the concert came about 9 thousand. Man – the hall was full. After that, no doubt, whether to hold a festival on. Two years later, the show moved to the sports complex “Olympic” and the number of Western artists has nearly tripled – from five in 2002 to 14 in 2004. “It was a success”, – says Yuri Kostin. However, the concept of success, he does not put the financial component of the event.

Solid romance

The success of “Disco 80″ – a phenomenon, I’m sure the president of the concert agency Talent Concert International Eduard Ratnikov. Wonder what there is. According to research firm Synovate Comcon for the first half of 2014, in cities with a population of more than 100 thousand. Most active people in the music festivals walks the audience between the ages of 16 to 24 years. Less likely they are visited by the Russians, who from 35 to 64 years. Just a generation of 80 – a key audience “Autoradio».

According to Michael Kapnik total budget show ranges from € 0,8 to 1.3 million, while revenues from tickets (before taxes and etc.) – not more than 40 million rubles. Another part of the money adds to the common fund selling sponsorship packages. In 2004, the cost of the package ??? general sponsor of “Disco 80″ was $ 240 thousand., Now, according to representatives of “Autoradio”, this price is higher than 2.5 times. But these sponsors manage to find every year. For broadcasting “Disco 80″ on the First Channel “Autoradio” does not get a penny. The price of this content may be up to 20 million rubles, said Yuri Kostin, but for “Autoradio” is more important than profit, and public relations effect. “The festival does not live outside the station. When one scale we put the amount of money that could be spent on branding, but on the other – “Disco 80″ with proceeds from ticket sales and brand promotion on the “First” issues becomes less “- sums Kostin. According to Michael Kapnik, for 13 years of the “Disco” it not once been able to make profitable.

90% of festivals in Russia unprofitable, but because they did rather addition to media companies and not an independent business, confirms producer Maxidrom festivals and “Invasion” Andrei Matveev. “Now almost every festival worth media structure. The “Invasion” is a Media Holding [owning "Our radio". - Approx. RBC], have previously held Maxidrom – Russian Media Group [owner of Radio Maximum. - Approx. RBC]. Usually the problem is these festivals – not so much to make a profit, how to be PR for the media brand, “- he said.

So, in 2011, the rock festival Maxidrom showed a loss of 40 million rubles, in 2012 – about 30 million rubles, with a budget of 150 million, continues Matveev. In 2013, the organizers save on everything: the infrastructure was easier than the stars, but the loss was still, albeit minor – 0.5 million rubles. In 2014, the show has already been carried out. “We did three” Picnic “Billboards” in Moscow, once turned a little money, but the other two we strongly burned. On Kubana this time came far fewer viewers than in previous years, and the festival was the last “- concludes Matveev.

The lion’s share of festivals, such Maxidrom, goes to the artists. Fees group Metallica, for example, can be $ 2-2.5 million, AC / DC – $ 4-5 million. The “Disco” no such problem: according to Andrey Matveev, performance western stars of the 80′s the average price of $ 20-30 thousand. This means that the chances of making it profitable is still there. Especially ??? precedents exist: “Invasion”, taking place in 1999, in 2008 still came out on profitability. Now, according to calculations ??? Matveeva, even in the absence of the festival sponsors can earn 5-8 million rubles.

«Financial Model festivals ??? like ??? “Disco 80″ is quite simple. Key expenses consist of two lines – production and royalties artists, key income – of the proceeds from ticket sales, “- explains Edward Ratnikov. The arithmetic is simple: a few days rent “Olympic”, together with the work of the security services will cost about 10 million rubles. Slightly more than worth the production – set design, rental and installation of equipment for light, sound, etc. Fees 10 Western artists – a total of € 300 thousand., Or 14.4 million rubles (at the rate of 47 rubles per € 1). In addition, it is necessary to take into account taxes, deductions Russian Authors’ Society, the percentage of ticket agents. Roughly speaking, the cost of the organizers of the festival can be on the order of 40 million rubles, Ratnikov counts. With revenues simpler: if we start from the fact that “Autoradio” sells about 22 thousand. Tickets at an average price 3,800 rubles, it should be 83.6 million rubles – double the cost of the festival. “On” Autoradio “assure that the project” Disco “is unprofitable? I think the organizers of the little-modest “- smiles Ratnikov.

Stable profitable musical events with a lot of pop stars there. This, for example, “Song of the Year” organized by holding “ARS” Igor steep. Festival with the same name held in Soviet times – the first time it was held in 1971. Over the years, it was attended by almost all the stars of the Soviet pop music – from the Muslim Magomayev and Kobzon to Alla Pugacheva and Sofia Rotaru. “Song of the Year” is also carried out in the “Olympic”, but its format is markedly different from the format of “Disco 80.” According to the CEO of “ARS-Records” Sergey Fadeev, it pays only through tickets ???. “Every year we sell about 16 thousand. Ticket price for them – from 800 to 12 thousand. Rubles. Of expenses – only spending on production: domestic artists performing at the b ??? Artern basis as event broadcast TV channel “Russia”, – says Fadeev.

Oleg Yakovlev RBC

In the wake of the popularity of “Disco 80″ began to appear, and other nostalgic musical shows. Thus, in 2005, the European Media Group (EMG) has launched a project “Legends of Retro FM». Modest scale of the event that satisfied “Autoradio”, and it is, say market participants have paid off and even make a profit. In 2010, “Radio Record» (also owned by EMG) in conjunction with the TV channel MTV began to pursue a “Superdiskoteku 90s.” According to Leakey Blank, general producer of «MTV Russia” in 2010-2013, and now director general of TV channel “Home”, the profitability of the audience and broadcast on TV in “Superdiskoteki 90″ never had a problem. “The channel is subscribed to since the show is perfectly suited for brand golden era MTV», – says Blank. However, specific numbers, it does not. The representative of the EMG declined to comment.

In the mid-2000s, the loss ratio of the festival no one cared. Working closely with the Stars 80, those whose records once looked for in stores or buying abroad, under whose songs were dancing at the disco, inspired by Yuri Kostin and other organizers of the show. “Could I then imagine that Toto Cutugno or Ricardo Foli become my friends and will congratulate me with my birthday? Of course not! – Exclaims Kostin. – I remember how C.C. Catch sitting in the office of Alexander Varin, we drank tea and discussed some general topics. For us it was a miracle Varin see in front of the idol of youth, for CC Catch – the fact that in Russia the streets do not go to the bears, and people speak English ».

After a few years of euphoria from the first festival, it became clear: a nostalgia for the 1980 year will not be able to” sell “tickets show. “In 2009, we did not realize a small portion of tickets, although that” Disco “was positioned as the last one. This greatly puzzled us, “- says Michael Kapnik. At the end of the festival Yuri Kostin took the stage and asked the audience whether or not to do a sequel. Wound-up audience, of course, roared “yes” in response.

However, in the “Autoradio” and had no doubt that “Disco 80″ to be: the next show decided to hold in 3D. At the end of 2009 came the sensational James Cameron film “Avatar”, and 3D started a real boom. “I remember how Costin asked me whether it really make such a” Disco “, – says Alexander Duhon, creative producer of RSS Production, responsible for the technical preparation of the festival. – And I answered honestly, what is not. At that time, it was possible to create a 3D only with the help of projectors, and they shine too dim. ” But after a while the solution is still found: Duhon came up with to make the LED screen, which would be broadcast live in 3D. The idea was original, but increases the cost of production by about 15-20%. According to Yuri Kostin, the show was the most successful in the history of “Disco 80″: sold more than 23 thousand. Tickets (the cheapest cost 700 rubles, the most expensive – 12 th.), Several thousand people were guests “Autoradio”.

Due to technical problems that “Disco” started 10 minutes late, but that was not the main problem of the organizers. At the 2009 show was invited to French actor Alain Delon. Due to a flight delay, he strongly late. In rider celebrity as a vehicle was listed limousine Mercedes. As a result, Delaunay had to settle for a much more modest Ford car traffic police: because of the traffic jams in Moscow concert was not in time.

In the 13 years of the “Disco 80″ events and other stories. For example, the Italian Savage went to a rehearsal on the subway. He had to speak to thousands of people after a 20-year hiatus, and before leaving the hall waved his glass of vodka ??? – for courage.

A group Bad Boys Blue once included the wrong version of the song – remix, a period of eight minutes instead of the planned three. “We realized that something was wrong when they saw the surprised faces of the boys. Do not worry, they have mastered, and sang as they could. Somewhere in the middle we did this soundtrack quieter and included the following track, “- says Artem Mountain. M ??? Microphone at a concert is always included, and artists can sing, but in phonograms under which they act, recorded voice and backing vocals, and the performer.

Фелипе Rose, Village People

«Before, we did not hear about the” 80′s Disco “from” Autoradio “, this year for the first time will participate in it. Prior to that in Russia only played at the festival “White Nights” in St. Petersburg. To be honest, scary right now to go to your country because of the situation with Ukraine. But we hope to put on a good show and to please our audience to “Disco 80s».

Жан-Батист Patrick, Ottawan

«I spoke at the very first” Disco 80 “and could not imagine that my group, our songs are so popular, known and loved in Russia. Receive an invitation to the festival was very flattering. Over the years, the scale of the show, of course, has changed dramatically. This grand and brilliant spectacle, I am happy to take part in it ».

 Томас Anders, Modern Talking

«As far as I remember, I participated twice in the festival” Disco 80 “- in 2004 and 2013. Each time it was a little different: different moods for me, different moods of the audience. But I can say that every festival “Autoradio” – it’s certainly a unique event with its special atmosphere. 1980 – while beautiful romantic melodies, and people appreciate it. This music is not only keeps his fans, but also to attract new ».

New 80

After the 3D-disco question of how to surprise the audience became more acute. Artists who have not played in Russia since the days of the Iron Curtain, had less. “The problem is that the composition does not change much. We originally had a limited selection – all-star 80s. Of course, we are increasing the number of guest artists, but all the same participants repeated, and every year their performances are more expensive. The amount that we pay them today, an order of magnitude higher than the one that was 10 years ago “, – says Yuri Kostin. Counterexamples, according to him, a little.

Meanwhile, “Autoradio” continue to look for “new old” names. “The speakers we have the stars sometimes recommend us to colleagues on the shop floor. The site “Disco 80″ people often write their wishes, which help us very much. When I go abroad on a business trip, I always try to buy there record “Hits 80″ – suddenly we have someone forgot? “- Says Artem Mountain.

At first, some names on the” Autoradio “really missed. Relax not give competing Festival “Legends of Retro FM»: to participate in it in 2005, reunited German band Dschinghis Khan (the first time she participated in the “80′s Disco” after three years), in 2006 – Secret Service and Arabesque (performed on the show “Autoradio” in 2008 and 2012 m, respectively). At the same time, their festivals there must have, for instance, this is the group Boney M., headed by Liz Mitchell. It turns out that now the team is involved in these shows in turn: in 2010 – in the concert “Retro FM», in 2011 – “Autoradio”, in 2012 – in both festivals at once.

The predictability of the festival and gives him a full house: According to the organizers, from 50 to 80% of people go to the festival year after year, because know exactly what to expect at the concert. “It was an experiment: a few years ago in the Ryazan region tried to hold open air for the audience” Autoradio “. The festival has completely failed. It came ??? about a hundred people.

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