Кредит на музыку: стоит ли вкладывать деньги в организацию концертов

Кредит на музыку: стоит ли вкладывать деньги в организацию концертов

Фото: Nabiha Dahhan / fotomedia

Сервисы для краудфандинга все чаще предлагают пользователям инвестировать небольшие суммы в организацию концертов. Доступны ли такие инвестиции россиянам и сколько на них можно заработать?

Проекты, которые гражданам предлагается бесплатно или в расчете на прибыль коллективно профинансировать через краудфандинговые (от англ. сrowd — толпа, funding — финансирование) площадки, становятся все разнообразнее. Вложить свои средства можно в большое количество малых и средних бизнесов: от запуска кофейни до строительства больницы. РБК исследовал такое направление вложения средств, как инвестиции в организацию концертов.

Последнее время этот сегмент краудфандинга активно развивается. Это неудивительно: опрошенные РБК участники рынка отмечают, что доходность инвестиций в концерты может достигать 20–30% годовых — это довольно высокий показатель даже для венчурных инвестиций.

Международный опыт

На международном рынке практикуются два типа совместного финансирования концертов. Первый предполагает вложения в организацию концерта в обмен на билет на него, второй — кредитование промоутера для получения прибыли. В последнем случае финансирование осуществляется в рамках краудлендинга — это разновидность краудфандинга, в рамках которой множество вкладчиков дают взаймы средства одному и тому же предпринимателю на некий проект под определенный процент.

Финансирование первого типа доступно на таких краудфандинговых площадках, как американские RABBL и RippleConcerts, британская SongKick, корейская MyMusicTaste, а также бразильские WeDemand и Queremos!. На этих сервисах пользователь может оставить заявку на организацию концерта любимой группы в своем городе и заранее внести сумму денег, соответствующую предполагаемой стоимости билета, — ее рассчитывает сама платформа или промоутер, собирающий средства через сервис. Как только число таких заявок достигнет уровня, позволяющего провести концерт, платформа связывается с менеджментом музыканта и предлагает выступить в указанном городе. Если тот соглашается — назначается дата концерта, если нет — деньги возвращаются вкладчикам. Таким образом, прибыли для пользователя сервиса в этой схеме не предусмотрено.

Стоит отметить, что на этих платформах редко проводятся кампании по сбору средств на организацию шоу звезд первой величины. В основном при помощи них в города привозят инди-группы или начинающих музыкантов с небольшой фанатской базой. Есть, впрочем, и исключения — через британскую SongKick проходит сбор средств на финансирование шоу таких «тяжеловесов», как Adele и U2. Суммы на билеты, которые вносятся фанатами через эти платформы, нередко стартуют с $10. Экспертной оценки объема этого рынка пока нет. Известно только, что сервис SongKick, по его собственным данным, привлек в общей сложности $42 млн, а платформа WeDemand — $2 млн.

Второй тип финансирования концертов — кредитование промоутеров — осуществляется через краудлендинговые площадки. Таковы, например, американская OnDeck и британская Fundingcircle. Эти сервисы, кредитующие малый и средний бизнес, нередко выступают посредниками между промоутером, собирающим средства на организацию концерта, и многочисленными кредиторами, готовыми выделить небольшие суммы на эти цели. Процент, под который кредитуется промоутер, зависит от множества параметров, включая уровень популярности музыканта, размер концертного зала, а также сумму займа. Билеты на концерты при этом придется покупать за свой счет. Минимальная сумма, которую можно дать взаймы через OnDeck, составляет $5 тыс., а для Fundingcircle нижняя планка — £5 тыс. Доходность сделок достигает 6–14% годовых в зависимости от суммы займа. Из них от 0 до 4% пойдут на комиссии площадок. Количество кредитов, выданных через эти сервисы промоутерам, неизвестно — к моменту публикации компании не ответили на запрос РБК. Однако, согласно корпоративной отчетности, OnDeck выдала кредитов на $6 млрд по всему миру, а Fundingcirlce — на £2,19 млрд.

Что есть в России

В России работает несколько краудфандинговых площадок, позволяющих, в том числе, инвестировать в развитие музыкальных проектов — запись альбома или съемку видеоклипа. Подобные кампании иногда стартуют на платформах Simex, StarTrack и «Планета.Ру». Однако дать взаймы промоутеру на организацию концерта предлагает только один сервис — краудлендинговый проект «Поток», запущенный Альфа-банком. Эту услугу «Поток» предоставляет совместно с крупным билетным оператором Ponominalu с 11 апреля этого года. Сервис обещает кредиторам доходность под 20% годовых.

По словам генерального директора «Поток. Диджитал» Никиты Абраменко, Ponominalu в этом проекте занимается подбором промоутеров, нуждающихся в финансировании для организации концертов. Перед размещением заявки в «Потоке» компания проверяет организатора по различным базам на предмет благонадежности. Также каждый заемщик проходит через проверку специалистов «Потока» на предмет кредитоспособности — в частности, анализируется банковская выписка со счета компании и статистика проведенных ею концертов.

Если заявка одобрена — промоутер может привлечь заем через «Поток» на сумму от 100 тыс. до 1 млн руб. под 30% годовых. Из них 10% достанутся площадке. По словам генерального директора Ponominalu Михаила Минина, промоутеры часто испытывают потребность в заемном капитале: дело в том, что за аренду площадки нужно платить заранее, а музыканты нередко требуют гонорар вперед, еще до завершения кампании по продаже билетов. Краудлендинг помогает решить эти проблемы, говорит Минин.

Опрошенные РБК участники банковского рынка отмечают, что других подобных проектов, выходящих под эгидой банка, в России пока нет. По словам вице-президента по разработке новых продуктов Тинькофф Банка Александра Емешева, «Поток» является единственной платформой, которая предоставляет услугу по кредитованию промоутеров.

Как инвестировать

С инвестициями в концерты от «Потока», впрочем, не все так радужно: во-первых, воспользоваться этим сервисом может только клиент Альфа-банка, а во-вторых, вложиться непосредственно в организацию шоу, как ни парадоксально, через этот сервис не получится. Все займы, которые выдает пользователь «Потока», распределяются по 20 разнопрофильным компаниям. Просто теперь среди этих заемщиков появились организаторы концертов. Тем не менее пользователь всегда видит компанию и название концерта, в который он вкладывает средства.

«Для инвесторов это диверсификация вложений, уменьшение рисков и увеличение доходности», — поясняет Никита Абраменко.

Минимальная сумма вклада инвестора составляет 10 тыс. руб., а максимальная — 500 тыс. руб. Деньги возвращаются небольшими траншами еженедельно. «Как только появляются новые запросы, средства перераспределяются на новых участников, — рассказывает Абраменко. — Режим инвестиций проходит автоматически».

По данным «Поток. Диджитал», на сегодняшний день в финансировании концертов приняли участие уже 311 человек. За два дня после запуска услуги были прокредитованы шесть концертов на общую сумму 4,68 млн руб. Среди них концерты Kusturica (26 мая), «Кровостока» (23 сентября) и De Phazz (16 ноября). Остальных трех организаторов площадка не стала называть. Таким образом, при обещанной доходности в 20% годовых инвестор может заработать на концерте «Кровостока», который состоится через шесть месяцев, порядка 10%. Глава «Поток. Диджитал» подчеркивает, что, если какой-то из концертов сорвется, инвестор не получит обещанный доход, но ему вернется вложенная сумма с процентами за тот срок, который ими пользовался заемщик.

Кредит на музыку: стоит ли вкладывать деньги в организацию концертов

Концерт De Phazz

Фото: Ints Kalnins / Reuters

Абраменко заверяет, что благодаря диверсификации вложений максимальная сумма убытков в случае отмены мероприятия может составить 3%. «Но это возможно только в таком крайнем случае, как полное банкротство организатора и нулевые продажи билетов», — поясняет он.

Насколько надежны промоутеры

Чтобы понять, насколько организаторы концертов надежны как заемщики, РБК поговорил с несколькими крупными участниками этого рынка. Управляющий партнер клуба Yotaspace Михаил Евграфов отмечает, что в целом у бизнеса по организации концертов хорошая доходность. Теоретически промоутер может заработать 20–30% за пару месяцев. «Но риски при этом пропорциональны доходности. Это 20% можно не только заработать, но и потерять, так как есть человеческий фактор. Артист, например, может внезапно заболеть, и концерт будет отменен», — признается он.

По данным клуба Yotaspace, где проводится около 200 концертов в год, отменяется меньше 5% мероприятий. При этом полная отмена — это крайне редкий случай (1–2%). По словам Евграфова, чаще бывает перенос на другую дату — это увеличивает расходы на событие: дополнительную рекламу, частичный возврат билетов, за который тоже нужно платить. Все это увеличивает риски для пользователя «Потока», вложившего средства в кредитование промоутера.

Промоутер агентства Eventation Сергей Мурадов добавляет, что все бóльшую долю на рынке начинают занимать среднемасштабные мероприятия — именно под такие концерты чаще нужны заемные средства. «Организация мероприятия в небольшом клубе типа Red или Volta в Москве стоит от 700 тыс. до 2 млн руб. Экономика проекта устраивается таким образом, что промоутер стремится зарабатывать 10–20% от выручки», — рассказывает он. На более крупных площадках стоимость мероприятия, по словам Мурадова, может доходить до 20 млн руб. Все это делает выручку промоутера менее предсказуемой, что опять же повышает риски для инвестора в организацию концертов.

«Промоутер может потерять 50–70% вложенных средств, а может заработать до 100% сверху. Это зависит от того, угадал ли организатор с артистом, и от тех дат, в которые проводится концерт», — поясняет он. Например, если концерт запланирован на вторник августа, то это сразу минус 30% от посещаемости, что обусловлено неудачным сезоном (все в отпусках) и будним днем в начале недели. Также имеет значение, как давно приезжал артист и насколько он популярен. Чем реже звезда первой величины приезжает, тем больше сборы на ее концерты.

Стоит ли вкладывать

Опрошенные РБК финансисты относят кредитование промоутеров к альтернативным инвестициям. По мнению директора инвестиционного департамента UFG Wealth Management Алексея Потапова, среди преимуществ этого рынка — слабая восприимчивость к колебаниям экономики или геополитической напряженности. «Даже если в экономике кризис, людям хочется развеяться и развлечься», — говорит он.

В то же время финансист предупреждает, что стоит внимательно изучить характеристики этих предложений. Важно четко понимать, гарантируется ли возврат средств и каковы максимальные потери инвестора в случае, если, например, концерт не состоится. «Многое также зависит от самих концертов, — рассуждает управляющий директор ИК «Универ Капитал» Дмитрий Александров. — Важны масштаб, персоналии и сезонность. У небольших концертов малоизвестных исполнителей, которые проводятся в неудачное время, скорее всего, выше риски по собираемости».

Потапов предполагает, что инвестиции в концерты подойдут тем, кто уже имеет традиционные сбережения (депозиты, акции, облигации) и ищет для себя что-то новое, где потенциально можно получить хорошую доходность и диверсифицировать свои накопления.

По мнению советника по макроэкономике генерального директора «Открытие Брокер» Сергея Хестанова, чтобы действительно зарабатывать на инвестициях в концерты, надо хорошо представлять, насколько перспективен тот или иной исполнитель. Формализовать подобные вещи, по его словам, почти невозможно — это экспертная оценка, которая всегда имеет погрешность.

«Концертные сборы отражают не столько музыкальные таланты исполнителя, сколько его востребованность с точки зрения широкой аудитории», — рассуждает Хестанов. Как показывает история этого бизнеса, даже опытные продюсеры иногда ошибаются в денежных сборах тех или иных исполнителей. Соответственно, возможны отклонения и в одну и в другую сторону: можно как хорошо заработать, так и много потерять. Сергей Хестанов считает, что оптимальная доля таких инвестиций должна составлять не более 10% от портфеля.

Другие финансисты советует уделять таким вложениям еще меньше внимания.​«Я бы рекомендовал инвестировать в концерты не более 5% портфеля», — подчеркивает Потапов, намекая на высокий риск, связанный с такими инвестициями. С ним соглашается Александров, который советует входить в этот рынок с небольшой суммой. «Если этот механизм покажет себя прозрачным и понятным, объем можно увеличить», — резюмирует он.

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Источник: rbc.ru

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