Supported by an audience hungry for new music, legitimate digital streaming partnerships, commercial investment and government efforts to standardise the industry, China’s music landscape has transformed within the booming cultural industries.

While music festivals have a relatively young history in China, live music continues to dominate the market. Since the late 1990’s, festivals like Modern Sky and Midi Festival have driven a rapidly developing festival market, an expanding touring circuit, and the integration of new technology, such as VR and the rebroadcasting of concerts and festivals on digital platforms such as Youku.

The British Council spoke to Archie Hamilton, an independent music and festival promoter / producer with more than ten years’ experience in the China music industry. He shared his insights into the development of the festival circuit, the growing competition – and some of the common headaches.