On April 16, Alipay and China’s top music festival brand “MIDI Festival” announced an annual strategic partnership. This also marks the first in-depth collaboration between a Chinese music festival brand and mobile internet.
This year, the official MIDI Festival will hold multiple festivals across the country, and Alipay will become its official and exclusive electronic ticketing solution partner for the whole year. It will also exclusively introduce interactive public welfare activities and Alipay password red packet grabs at the festival sites. Music fans with a Sesame Credit score of 650 or above can also rent limited-edition tents for free.
According to reports, from May 1 to 3, the first MIDI Festival of the year will kick off at Suzhou Taihu MIDI Camp. Then, from May 15 to 17, the MIDI Electronic Music Festival will also be held there. Starting April 15, music fans can purchase tickets for both festivals through the “MIDI Produced” service window in their Alipay wallets.
At the MIDI Festival site, an electronic ticket entry channel will be set up for fans who purchase tickets via Alipay Wallet or the MIDI Produced Taobao store. At that time, fans just need to open their electronic tickets in Alipay Wallet, which can then be scanned and verified by machines for direct entry. Compared to the traditional paper ticket queuing and verification process, the electronic ticket entry procedure is more standardized and efficient, with relatively shorter waiting times, potentially offering fans a better ticket-buying experience.
Previously, Alipay Wallet has served as the official electronic ticketing channel for ChinaJoy for three consecutive years. It has also partnered with major national events such as the West Lake Music Festival, China Internet Conference, The Voice of China, Zhang Jie’s “For Love, Fight Back” concert tour, Beijing International Design Week, and Meng Jinghui’s theater productions for electronic ticket sales. With over 190 million active users and a secure, convenient payment experience, Alipay is gradually becoming a standard feature at various offline exhibitions, concerts, and music festivals.
It is understood that at the festival site, fans can enter a password displayed on the concert big screen in Alipay to not only have the chance to grab tens of thousands of cash red packets but also receive electronic coupons from the MIDI Festival. These coupons can be used to purchase festival merchandise at the MIDI Produced Taobao store and the Alipay Wallet service window.
Wang Man, the operation director of the MIDI Festival, said that besides experiencing the passion and freedom of music on-site, fans can also grab red packets and coupons. These activities can further enhance interaction between the stage and the audience, strengthening fans’ sense of participation.
In addition to the electronic ticket collaboration, the MIDI Festival during the Labor Day period will also introduce, for the first time, an interactive “like” feature for bands via Alipay Wallet. Fans can scan activity QR codes at the festival site using Alipay Wallet, select their favorite bands on the activity page, and show their support with actual likes. All funds raised from bands will be donated to designated public welfare projects through the Alipay Public Welfare platform. In addition, the MIDI Festival will collaborate with Ant Financial’s Sesame Credit to offer special benefits for fans. Fans with a Sesame Credit score of 650 or above can rent tents for free at the festival site.
It is reported that the Taihu MIDI Festival during the Labor Day period will feature well-known northern bands such as Tang Dynasty, Escape Plan, Brain Failure, Suffocation, Nova Heart, and Subs, as well as a number of outstanding bands and musicians who shined on “The Voice of China,” including Zhang Ling, Su Zixu and Paramecium, Jane Merle, and Qizitan. The international lineup includes renowned bands from over ten countries, headlined by American heavy metal new wave leader Killswitch Engage and Swiss death/thrash and metalcore act Dreamshade, as well as Israeli post-rock newcomers Tiny Fingers.