Rocking on to become brand, from band

Photo provided to China Daily

Liang won acclaim - and courted controversy - by dressing in drag onstage. He donned a qipao (a traditional Chinese dress), and sported heavy makeup and waist-long hair.

He was also disappointed that the lineup changed frequently.

Liang returned to Harbin at the end of 2000 and played in a band that performed at weddings and funerals. He earned about 50 yuan ($8) a day and wandered around farmlands in his spare time.

But he felt more hopeful one day while listening to farmers sing errenzhuan, a northeastern Chinese folk music. "Even though errenzhuan is everywhere in my hometown, I heard it carefully for the first time," he recalls.

The genre's rustic lyrics, ironic references and flamboyant jokes provided the inspiration for Second Hand Rose's ethos.

Liang wrote 10 songs in the following 19 days, including the hit Cai Hua (Picking a Flower). He then joined forces with traditional Chinese instrumentalist Wu Zekun, bassist Li Ziqiang, guitarist Yao Lan and drummer Sun Quan.

The turning point came in 2003 when the band released their debut album, Second Hand Rose, and staged a concert at the Beijing Exhibition Center Theater. They swept up awards and accolades nationwide that year. Cui, the country's rock guru, called them "geeks" of Chinese rock.

But Liang opted for a hiatus in 2004. "The band, including me, had become complacent and arrogant," he says. "I needed to pour cold water on us."

The sabbatical was partly inspired by the band's manager since 2001, music critic Huang Liaoyuan, who reminded members of the virtue of humility.

Huang had planned to swap band management for writing when they met at a bar in 2001, but found himself compelled by Liang's musical vision.

"Many Chinese rockers like Cui Jian were at the time classically trained," Huang says.

"But Liang had no musical background. To me, this was an advantage."

Second Hand Rose ranks among China's best-selling indie outfits. Liang's aspiration is to go beyond being a band to become a brand.

The band launched its fashion label Hong Pei Lyu, or Red&Green, at a Brooklyn teahouse during its US tour.

Liang also initiated an ongoing exhibition in Beijing's 798's Asian Art Works to review the development of rock music in China.

"What we need to do now is slow down, think and observe. I don't want to become a band performing simply for money just like a group of clowns."

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