Modern Sky plans virtual version of China’s biggest festival
Chinese powerhouse Modern Sky Entertainment is planning to launch a virtual edition of its Strawberry Music Festival.
Launched in 2010, the annual event takes place across cities in China each spring. The Beijing edition is the largest music festival in the country.
The digital version of the festival will feature digital versions of real-life artists, as well as wholly virtual artists from Modern Sky’s new virtual artist label No Problem.
Virtual idols have been thriving in China over the years, with its market value reaching 3.46 billion yuan (US$540 million) in 2020, up 70.3% from the previous year, according to the consultancy group iiMedia. The metaverse hype was expected to push its market value to nearly 107.49 bn yuan ($16.8 bn) in 2021.
Modern Sky revealed that developing virtual artists will be a key part of its strategy for 2022 along with organising virtual music festivals and selling original digital works in the form of NFTs (non-fungible tokens).
Thc company, launched in 1997, already comprises a number of sub-labels, covering music publishing, artist management, live music, visual and product design, retail and performance venues, recording and production, media, design hotels and other sectors.
Tencent Music last month launched TMELAND – dubbed ‘China’s first interactive virtual music festival’
Modern Sky isn’t the only Chinese entertainment conglomerate making moves in the music metaverse. Tencent Music last month launched TMELAND – dubbed ‘China’s first interactive virtual music festival’.
The Chinese tech giant is also planning to acquire gaming smartphone manufacturer Black Shark in a move that could help the company build its own metaverse.
The company already owns a stake in video game company Epic Games – the maker of Fortnite which has hosted virtual concerts from the likes of Travis Scott, Ariana Grande, Marshmello, Steve Aoki, Deadmau5, Easy Life and J. Balvin.
The company also entered into a strategic partnership with Roblox, in May 2019, in which Tencent holds a 49% stake. Last year, Tencent filed for two Metaverse-related trademarks.
Modern Sky and Tencent follow in the footsteps of Decentraland and Roblox which have helped pave the way for festivals in the metaverse.
Virtual blockchain-based world Decentraland hosted the ‘world’s first multi-day festival in the metaverse’ last October.
In that same month, Roblox and event promoter Insomniac, meanwhile, brought one of the largest electronic music festivals in the world – Electric Daisy Carnival (EDC) – to the metaverse.
A long road to recovery: Promoters in Asia talk Covid-19
As some residents in the Chinese city of Wuhan, where the disease now known as Covid-19 originated in November, leave their houses for the first time in months, IQ turns to promoters in China and the wider Asia-Pacific region to find out if this means a return to business as usual any time soon.
“People are cautiously optimistic,” Archie Hamilton, managing director of Shanghai-based promoter Split Works tells IQ, noting that some clubs – but no live venues – in Shanghai opened their doors for the first time in months last weekend. “We have a while longer until things open up properly.”
Although Split Works has projects ongoing in its brand business, which has been active in China for around 15 years, and is looking into moving into the livestreaming sector, Hamilton states that the core part of his business – live events – “is not coming back any time soon”.
Zhang Ran, director of international business at Modern Sky, echoes this sentiment, saying that “nothing has changed here yet for the music industry” and adding that “some venues likely won’t survive”.
Although the situation “is getting better” with regards to the virus, Zhang believes it will be a month or two until Modern Sky will be able to hold shows again and “probably longer for [shows by] international bands, given the virus situation elsewhere.”
Zhang says that Modern Sky is currently looking to book shows for November.
Elsewhere in Asia, Tommy Jinho Yoon, president of Korea’s International Creative Agency (ICA), says that everything “is calming down” in comparison to a lot of places around the world.
“We just need to band together as an industry and try to make things work, and be good humans at the same time”
Yesterday (23 March), South Korea reported the lowest number of new coronavirus cases since infection rates hit their peak four weeks ago. Although the virus has led to the shuttering of many events and venues in Korea, some popular musical theatre productions have continued to enjoy successful runs over the past few months.
“The Covid-19 madness is not completely over yet, but we are anticipating and hoping that the majority of this gets settled down by May or June,” Jinho Yoon tells IQ.
Matthew Lazarus-Hall, senior vice-president for AEG Presents’ Asia-Pacific division, states that, although China and other countries in Asia appear to be over the curve of the pandemic, the situation in many other parts of the world continues to put the brakes on international touring.
“The challenge is that a lot of artists can’t tour due to quarantine measures,” says Lazarus-Hall. “I anticipate that this situation will continue for many months, with everyone rescheduling tours until the back half of the year, and then maybe longer.”
With government restrictions on events and other public gatherings still in place across much of Asia, domestic touring remains difficult too.
China still has a complete event ban in place, whereas a surge in new cases of the virus led to a ban on gatherings of more than 250 people over the weekend in Singapore and a resumption of social distancing measures in Hong Kong.
“At AEG Presents, the plan is evolving every day based on government regulations, the industry and doing the right thing by our artists and staff, and we are reacting, and modifying our plans in real time,” says Lazarus-Hall.
“There’s no rulebook here, we just need to band together as an industry and try to make things work, and be good humans at the same time.”
Coronavirus causes ‘immense’ issues for Asian live industry
As the number of cases of coronavirus rises daily around the world, many international tours have put the brakes on visiting China and surrounding countries for the foreseeable future.
Speaking to IQ last month, promoters in China predicted that the coronavirus-related disruption to live shows would worsen in the coming weeks. Cases confirmed of the novel coronavirus (2019-nCoV) in China at the time stood at 7,700.
Two-and-a-half weeks on, and numbers of the virus have sky rocketed. As of this morning (Tuesday 18 February), it is believed that 72,869 people have been infected by the coronavirus, which has claimed at least 1,873 lives worldwide.
The vast majority of cases have been found in China, where the virus originated. According to the China Association of Performing Arts, around 20,000 shows have been cancelled or postponed between January and March in China and Hong Kong, costing the sector RMB 2 billion (US$286 million).
“As all venues remain closed, we have cancelled more shows in February and March,” Zhang Ran, director of international business at Modern Sky tells IQ. US alt-rockers the Pixies were among artists affected, cancelling upcoming dates in Shanghai and Beijing.
Modern Sky, China’s biggest festival promoter, recently streamed a number of past editions of its Strawberry festival, to “bring an element of fun” to housebound music fans.
“We hope that the festivals and artists (such as Two Door Cinema Club and Mac Demarco) can all be moved to the second half of the year”
The 2020 editions of Strawberry festival, which takes place in Shanghai, Beijing, Chengdu and Hangzhou, have also been affected, with Modern Sky in talks with already-booked international artists as the events “will all likely be rescheduled for the second half of the year”.
“We hope that the festivals and artists (such as Two Door Cinema Club and Mac DeMarco) can all be moved to the second half of the year, but we can’t really confirm anything yet because it’s all dependent on how the virus situation develops,” continues Zhang.
“Right now everyone is just staying in doors and working from home, in the hopes it will help it will all be resolved more quickly.”
The Chinese live event sector is not the only one feeling the impact of the coronavirus outbreak, with many promoters halting the entire Asian leg of tours.
AEG, for example, called off the Asian leg of Khalid’s Free Spirit tour on Friday, postponing dates in Thailand, Singapore, Indonesia, the Philippines, Malaysia, India, Japan and South Korea. UK grime artist Stormzy last week postponed the Asia dates in his HITH world tour, in addition to the cancellation of shows by K-pop artists GOT7, Taeyeon, Seventeen and NCT Dream, among others.
“[The coronavirus] has immensely affected most, if not all, live events in general across the region,” Tommy Jinho Yoon, president of Korea’s International Creative Agency (ICA) tells IQ.
“[The coronavirus] has immensely affected most, if not all, live events in general across the region”
“Most headline shows and some of our festival are being pushed back or even, in a lot of cases, cancelled because of the coronavirus situation,” says the ICA president, who cites shows by artists including Post Malone, Camila Cabello and Kenny G, as well as “many top-drawing K-pop artists”.
In Japan, as well, it seems that a number of shows are being affected by the coronavirus, although not quite to the same extent. Four dates by Korean girl group EXID have been postponed, as well as a few fan meet-and-greets, Katsuhiko Kondo, a spokesperson for Japanese promoters’ association ACPC tells IQ.
ACPC members are taking action to prevent the spread of infection at live shows, including providing disinfectants and mouthwash within venues and encouraging concertgoers to wear surgical masks.
Live entertainment behemoth Live Nation is another promoter focusing on preventative action.
“Live Nation is monitoring the situation closely. The safety of artists, patrons and staff is our top priority and we will continue to act on advice from the authorities on the coronavirus and take precautionary measures in line with prevention efforts,” a spokesperson tells IQ.
As the uncertainty rumbles on and the coronavirus continues to spread, the long-term effects for the Asian live sector remain uncertain. As ICA’s Jinho Yoon states: “We just have to pray and hope that this gets resolved soon.”
Photo: Emilio Herce/Wikimedia Commons (CC BY 2.0) (cropped)
Modern Sky streams festivals for housebound fans
Modern Sky, China’s biggest festival promoter, streamed past editions of its Strawberry Music Festival to fans forced to stay indoors by the coronavirus outbreak.
At the time of writing, more than 900 people have died in mainland China from the novel coronavirus (2019-nCoV) which emerged in the city of Wuhan in December 2019. Fears over the virus have led to the cancellation of a number of concerts in China and east/south-east Asia, with other public events also affected.
The video streams kicked off last Tuesday (4 February) and feature past performances from Strawberry festivals in Beijing, Shanghai, Wuhan and Changchun. The streams began at 4pm local time and ran until 10pm, broadcast on Bilibili, one of China’s most-visited anime, comics and games (ACG) sites.
“We hope it can bring an element of fun, happiness and peace of mind to those affected”
In addition to the Strawberry Music Festival replays, the Bilibili streams included famous artists live-streaming their lives while staying at home during the outbreak.
Ryan Zhang, general manager of international business at Modern Sky and founder/producer of Sound of the Xity, told IQ last week: “This is a difficult time for many and so we’re streaming content from previous Strawberry Music Festivals, and some of our artists are broadcasting from their own homes with the message of, ‘Hi, I am at home, too.’
“The content is spread over five days, since Tuesday, six hours a day. It is, of course, not a profit-making endeavour – rather we hope it can bring an element of fun, happiness and peace of mind to those affected.”
Concerts cancelled over coronavirus concerns
A number of live shows in China, Hong Kong and Singapore have been called off or postponed in recent weeks over fears related to the spread of the coronavirus.
Over 7,700 cases of the novel coronavirus (2019-nCoV) have been confirmed in China, with the death toll now standing at 170. The virus, which originated in the Chinese city of Wuhan, is believed to have spread to 22 countries, including Thailand, Japan, Malaysia, Taiwan, Singapore, South Korea, France and the United States.
“There have been a couple of cancellations already, and I’m sure there will be more to come,” Archie Hamilton of Shanghai-based promoter Split Works tells IQ, explaining that mass gatherings were cancelled over the Chinese New Year and schools and businesses closed in an attempt to contain the virus.
“I imagine this will continue into March,” says Hamilton, who notes that Split Works is “monitoring the situation closely” due to upcoming tour dates by Stereolab and Mika in Beijing, Shanghai, Shenzhen and Hangzhou.
Zhang Ran, director of international business at Modern Sky, tells IQ that the promoter cancelled a number of shows in February “to avoid both artists and audiences getting affected by this virus”, adding that all fans received full refunds.
“We have updated artists that are coming for tours in March with the virus situation,” continues Zhang. “We will see how it goes for the next few weeks and see if we still can do these shows.
“From the artists’ side, most totally understand the situation – some of them agree to postpone the tour and for those who find it difficult to postpone, they are willing to refund the show fee.”
“From the artists’ side, most totally understand the situation”
Acts playing outside of China have also called off shows. Canto-pop star Andy Lau recently pulled 12 concerts at the 12,500-capacity Hong Kong Coliseum, with organisers citing health and safety concerns. Lau is currently scheduled to perform in the city of Wuhan in April. It is unclear if the show will go ahead as planned.
Upcoming shows by K-pop acts Taeyon and NCT Dream have also been postponed due to “coronavirus proliferation concerns”. Promoter One Production, which was last year acquired by Live Nation, states that it “will continue to act on advice from the authorities on the coronavirus and take precautionary measures in line with prevention efforts.”
Live Nation have also cancelled a show in Singapore, by singer Miriam Yeung, “due to the current freight and travel conditions in China”.
Although the virus was discovered at an early stage and could be “fully under control very soon”, Modern Sky’s Zhang predicts it may take “at least six months to get the whole industry back on track,” adding that some artists that have shows scheduled for as far ahead as April are looking to postpone the whole Asian leg of their tour.
“This is a fight between humans and a virus,” says Zhang, “and I don’t think we have any other option.”
Photo: Huandy618/Wikimedia Commons (CC BY-SA 3.0) (cropped)