University Festivals Resume... But High Fees for Celebrity Bookings Remain an Issue

Excited Atmosphere in University District as College Festivals Resume After 3 Years
Celebrity Invitations to Boost Festival Popularity... But High Booking Fees Are a Problem
Some Celebrities Charge Up to 50 Million Won for 20-Minute Performances
Experts Say "University Culture Is Disappearing... The Identity of 'College Festivals' Is Weakening"

On the afternoon of the 24th, students are watching a celebrity performance at the 2022 Korea University Daedongje Festival held at Korea University in Seongbuk-gu, Seoul. [Image source=Yonhap News]

[Asia Economy Reporter Yoon Seul-gi] The atmosphere on university campuses is lively as in-person festivals resume for the first time in over three years since COVID-19. Each university is capturing attention by showcasing an 'all-time best lineup,' but the high costs of hiring famous entertainers remain a concern. Experts diagnose this as a result of the weakening identity of university festivals due to the disappearance of campus culture.

A university student A (21), enrolled in a metropolitan area university and part of the 'COVID generation,' could not hide their excitement for the upcoming Daedongje festival. A said, "I became a university student after COVID broke out, but with classes switching to online, it felt like the festival never happened," adding, "I already went to Keimyung University to see Psy's performance. There were so many people, and it really felt like a festival, so it was exciting." They continued, "Definitely, having celebrities come makes the festival atmosphere come alive."

University festivals, which were virtually halted due to the COVID-19 pandemic, have restarted. As a campus event returning after three years, expectations are high. Ticketing for Korea University's festival 'Ipsilenti' was fiercely competitive. University student Kim (23) said, "I failed miserably at ticketing," adding, "Korea University's festival is famous, so I was looking forward to it, but unfortunately, I missed out."

University campuses are in full festival mode. As festival schedules for universities located in Seoul are confirmed, online communities are sharing '2022 University Festival Lineups and Schedules,' drawing attention.

Currently, Korea University, Hanyang University, and Chung-Ang University, all located in Seoul, are holding festivals. Hanyang University features singers Psy, Zico, and groups aespa, Dynamic Duo, and Jannabi. Korea University invited aespa and Akdong Musician, while Chung-Ang University plans to host singers Heize and Nilo.

In April, students are enjoying the spring festival "Bom-eul Dama-ju" held in the afternoon at Ajou University in Suwon-si, Gyeonggi-do.

However, as universities try to boost the atmosphere by featuring entertainers as before, the issue of high celebrity booking fees has resurfaced. According to Yonhap News, a university official stated, "They charge about 20 million KRW per team." Considering that about five teams are booked for a festival, the cost of hiring entertainers alone exceeds 100 million KRW. Recently, with the surge in demand for university festivals, the price for a 20-minute performance by a famous entertainer reportedly reaches 50 million KRW. Including stage setup costs, the related expenses grow even larger.

'Celebrity performances' have long been a measure of a university festival's success, as famous entertainers easily energize the event. However, controversy persists over the large budgets spent on one-off events. University student B (25) said, "Some people prepare hard for the festival and actively participate, but in my case, with finals two weeks away, I have no intention of visiting booths or watching performances," adding, "I understand the intention to make the festival lively, but relying solely on celebrity fame is also true."

B added, "Throughout my time at university, the pattern of booths in the morning and celebrity performances in the afternoon repeated," and said, "Since the cost of hiring entertainers is considerable, it would be good to consider other alternatives to create an enjoyable festival."

Meanwhile, the perception of 'university festival = celebrity performance' has caused side effects. 'Scalping' has emerged, where people seek tickets or student IDs to watch performances. On Korea University's online community, a post appeared expressing willingness to buy an Ipsilenti ticket priced at 15,000 KRW for 150,000 KRW, ten times the original price. Hanyang University's festival, which attracts attention with its dazzling lineup, also faced controversy when student IDs were offered for transfer for money via social networking services (SNS).

Experts diagnose the root cause of university festivals focusing on celebrity performances as the weakening of campus culture. Popular culture critic Jung Deok-hyun said, "University festivals were halted and then resumed over the past three years due to COVID-19, causing explosive demand," adding, "In fact, noise around celebrity performances at university festivals has always been repeated. This is due to the weakened identity of 'university festivals.'"

He continued, "In the 1980s, university students were very interested in social issues, and through that process, campus culture was strongly formed. However, since the 1990s, that aspect has gradually weakened, blending campus culture with popular culture. There is little that can be called genuine campus culture," explaining, "Celebrity participation in university festivals can exist, but campus culture should be central. However, as festivals focus on celebrities, they look more like celebrity concert venues."