Luzhou - Mud and crowds did not deter music fans. During China’s National Day holiday, young fans at a music festival in Luzhou, Sichuan province, came for the music they loved and paid for the live experience and emotional connection it offered.
A large crowd waits to enter a music festival in Luzhou, Sichuan province, on October 5. (Photo/Huxin Luo)
Music from the stage reached the entrance before fans entered the grounds. Some waiting to get in found themselves humming along, while others ran toward the performance area as soon as they entered. Fans were already getting into the music before reaching the stage.
Different areas offered different ways to enjoy the festival. In front of the stage, fans stood and swayed to the music. On the grass and concrete, picnic mats and inflatable sofas gave them places to sit and enjoy the show. Food and drink vendors catered to fans during their stay.
Upon entering the festival grounds, visitors were greeted by a sea of people, while fans at the back could watch the onstage musical performances on large screens. (Photo/Huxin Luo)
Finding a place to sit, however, was not easy. After entering, the reporter spent 20 minutes looking for enough space to spread out a picnic mat.
The sun had finally come out after days of rain, but the grass remained wet. Each step squeezed muddy water from the ground, quickly soaking shoes and trouser legs and coating them in mud. With the drier concrete areas already full, the reporter eventually settled on the muddy grass.
The festival's lounge area was packed with fans on picnic mats and inflatable sofas. (Photo/Huxin Luo)
In the lounge area, fans spread out picnic mats, set up inflatable sofas and unpacked food as if settling in for a picnic. With music carrying from the stage, they could listen while seated or eat while watching the show. Despite the crowds and mud, the area remained full of fans who chose to stay.
One fan Ms. Wu (a pseudonym) seated there. She liked the lineup and appreciated how the event was organized. She had come in part to experience the energy and power of live music.
She had also brought a laptop, planning to join a research group meeting online. But even in the lounge area, the loud music and lively atmosphere made that impossible.
The energy Wu described was more apparent near the front of the stage. Closer to the performers, picnic mats and inflatable sofas gave way to standing, swaying crowds taking a more active part in the show.
Fans stood in front of the stage, fully immersed in the music and rhythm. (Photo/Huxin Luo)
At the front, fans watched the performers up close, moving to the rhythm of rock music. As the crowd moved with the music from the stage, listening became a physical experience. Being surrounded by equally absorbed fans brought a sense of togetherness difficult to find when listening alone.
The festival offered two ways to spend the holiday. Fans could sit with food and music in the lounge area or sway to rock music near the stage, choosing how they wanted to take part.
For these young fans, the joy and connection of live music were worth the time and money, despite the mud and crowds. After dark, the rain suddenly intensified, but fans remained on the grounds, enjoying the music.
Heavy rain began falling that evening, but fans remained standing in the rain, enjoying the music. (Photo/Huxin Luo)
The spending also extended beyond the festival grounds.
Another fan, Mr. Wang (a pseudonym), arrived in Luzhou a day early and sampled local specialties. For him, the festival trip also included experiencing the city. His spending extended beyond tickets to local dining.
Such trips come amid continued growth in China’s market for large live performances. According to data released by the China Association of Performing Arts, commercial concerts, music festivals and other large performances with audiences of 5,000 or more generated 17.111 billion yuan (2.55 billion U.S. dollars) in ticket revenue in the first half of 2026, up 17.7% year over year. Total attendance reached 23,282,800, up 20.37%.