"it is totally sex drugs and rock ' does roll in China," explains Scarlett Li, organizer of the Zebra Music Festival which was held in Chengdu last weekend. "But there is a proponent of beer".
Zebra is the annual three-day which attracted about 150,000 revelers who have listened to Chinese pop singers and TV reality stars while beating welcomes finger horn and consumed beer of the mark.
Until there is a find an audience in the provinces of China willing to pay for a festival of only a few years experience was not possible, said Li. But the two most critical factors in a festival hosting get government support and sponsorship cash.
"(Provincial governments) have recognized the benefits of music festivals.". Obviously overseas music festivals have negative repercussions - drugs, sex, what that is - but in China, he became a project, says Li.
It's great to be able to do something with culture, but at the same time, it is an opportunity for business.-Jean-Jacques Verdun, organiser festival Beishan
Concepts of music festivals often synonymous with juvenile rebellion are buried by commercial and official - requirements or are completely absent.
The local Government of Chengdu provided a park specifically for Zebra Music Festival, now in its third year and has contributed to the promotion of the festival, as it controls the local media.
When it comes to choose the line-up for the Festival of music of Zebra, almost more important than the official approval for the bands was the attraction they were sponsors.
"It is sometimes a conflict." Perhaps lower you the quality like that, "admitted Li, suggesting that bands attractive to sponsors will also be loved by the public."
"But becoming commercially viable is the key," she added.
Li began working in management in China realized the rampant piracy meant that the most value in the Chinese music industry would be in the promotion of the rights of music.
Other events on a large scale by the media of Zebra are planned later this year in Hangzhou, Beijing and Guangzhou, as Li hopes to make Zebra festivals the leader in the emerging scene of the festival.
Jean-Jacques Verdun is a French entrepreneur, who has also identified an opportunity to bring something different culturally to one of the cities of China's second largest.
Beishan World Music Festival of Zhuhai last month, which said it was the first music festival in the world in mainland China - was on a smaller scale operation of Li, but the festival production principles are much the same.
"Sometimes the Government management is much more open than you may think," he said. "If you try to do it by yourself and at the last minute, you ask them to leave they freak out and this is not good news."
Delta bridge company of Verdun in partnership with a company Office and education PR local to promote the festival.
All sorts of people have tried to put pressure on the Government to put on local festivals and many of them was just crap.-Scarlett Li, Zebra media
He drew about 4,000 people, and the headline BMW sponsors. Convertibles by the German automobile manufacturer lines were lined up 200 years old temple and theatre.
A festival of jazz in last September has tested the water in terms of Government and the local reaction and music world was chosen for the last event because it is not too politically engaged.
"(Another music) would be certainly more problematic." China is still China and they would be more cautious about another type of musician.
"It is difficult, we have to educate people on what the music of the world is a little more, but sometimes it is very rewarding." It's great to be able to do something like that, but at the same time it is an opportunity of great business with certainty. ?
Like the other companies in China who find new markets, the emerging music festival industry is just as susceptible to bad copies hoping to cash in on corporate and Government support.
According to Li, last year there were too many potential entrepreneurs who set lower than the standard events.
"All sorts of people have tried to put pressure on the Government to put on local festivals and many of them was just crap.
"There was too much, they have ruined the mark (festivals).". Suddenly the sponsors saw there are many options, but the quality was not good. ?
To build a brand in China there is need for consistency, said Li.
"Festivals zebra will exactly be like a cookie cutter because the audience in (different) regions has differences in terms of musical tastes, but they will be approximately 60% similar," said Li.
"Between June and September in Europe, there are thousands of festivals. In a way China will be like that. For most people in old China from 15 to 25, that they do travel really, if you need to do the show. ?
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