Getting on a global groove

Wong also stresses the importance of local relevancy. "As a youth culture brand deeply rooted in China, we have an international perspective, and at the same time, we are respectful of local cultural tastes, values and directives set forth by the country and the general public. Everything we do is for the love of the culture."

In recent years, 88rising has been collaborating with Chinese artists, and has successfully signed nearly 20 of them, each with their own uniqueness that symbolizes a distinct facet of Chinese culture. Nonetheless, all share a common bond, a profound love of music and a profound connection to their cultural heritage.

Among them, Zhu Jingxi, or Akini Jing, who was born in Yunnan province, has incorporated the tea culture of her hometown and elements of Chinese martial arts, into her music. Another example is Higher Brother who has infused rap with the culture of Chengdu, Sichuan province, including culinary traditions like hotpot.

Wong firmly believes that artists need bigger and broader stages upon which to show their talent. The festival is a bridge connecting Asia and the world that allows global audiences to see Asian musicians and artists, and also allows Chinese artists to show their creativity to the world. If Chinese music is to truly go global, it doesn't have to forget its roots. Instead, Chinese cultural elements can be promoted on an international stage.