Event organizers set for Japanese debut in sign of growing recognition, Chen Nan reports.

Shen Lihui can still vividly recall the moment when Chinese rock band Omnipotent Youth Society's trumpet filled the air at Central Park in New York in 2014. Standing there, it felt as though he had stepped into an American movie, weaving together a magical scene. Around him, New Yorkers jogged, read newspapers, and walked their dogs.

That moment occurred during Modern Sky's first overseas music festival in iconic Central Park. The event in 2014 blended Western and Chinese indie music, featuring an impressive lineup, including artists like Cat Power, Lenka, and Chinese bands like Rebuilding the Rights of Statues and Second Hand Rose. With 6,500 attendees — 60 percent from China and 40 percent from New York — Shen, the founder of Modern Sky, China's indie powerhouse, saw the event as a testament to the potential for cross-cultural musical exchange.

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"A festivalgoer approached me and thanked me for bringing the event to New York. I'd never heard those words at our festivals in China," Shen recalls. "One person told me their friends had flown in from all over the United States to attend. That moment reinforced my belief that music has the power to unite people across borders."

In the ever-evolving entertainment landscape, Modern Sky, founded in 1997 in Beijing, has emerged not only as a dominant force in the Chinese music scene but also as an international player.

On June 6 and 7, Modern Sky's Strawberry Music Festival, one of China's largest and most influential outdoor events, will make its international debut at Yokohama's Red Brick Warehouse in Japan. This is the festival's first overseas destination, symbolizing China's growing musical influence.

On March 28, the first lineup was announced, featuring about 20 singers and bands from China, Japan and Thailand, such as Chinese singer-songwriters Chen Li, Zhao Lei, and Bangkok-based singer-songwriter Phum Viphurit.

"We view Japan as a critical gateway to the Asian music market," says Shen Yue, vice president of Modern Sky. "Through this expansion, we aim to connect Asia's music networks and provide a platform for Asian artists to reach global audiences. Our goal is to strengthen cultural exchange between China and Japan and offer more opportunities for artists from both countries."

Asia's music scene is gaining global recognition, with Japanese and South Korean pop culture resonating strongly with youth worldwide. The momentum is also building in Southeast Asia, and for Modern Sky, Japan serves as the ideal starting point for the Strawberry Music Festival's international journey.

Shen Yue says that while Japan and China each have massive music markets, they differ in key ways. Japan's music industry is known for its refinement, ranging from anime soundtracks to experimental indie scenes. In contrast, China's market, though still emerging globally, has become one of the world's largest, driven by the rise of local pop and indie music.

"Japan's music market is sophisticated, with a well-established infrastructure for events like music festivals," explains Shen Yue. "While China's market is still developing, Japan offers invaluable expertise in organizing large-scale events. We're eager to learn from their experience and integrate the best practices into our own operations."

What sets the Strawberry Music Festival apart from other Chinese music festivals is its blend of musical diversity, youthful energy, and cultural inclusivity. Known for its eclectic lineups, the festival spans genres from pop and rock to electronic and hip-hop. For its Yokohama edition, international artists from countries like China, Japan, South Korea, and Thailand will headline, transforming the event into a cross-cultural celebration of music and creativity.

Since its inception in 2009, the festival has been hosted in 49 cities across China, attracting over 8 million attendees by December 2024. Given Japan's status as the world's second-largest music market, it was a natural and strategic choice for the festival's first international expansion.

A significant challenge in entering a new market is building brand recognition, especially when the festival is still relatively unknown to Japanese audiences. To address this, Modern Sky has partnered with Avex Live Creative, one of Japan's leading entertainment companies. This collaboration, announced in 2024, leverages ALC's deep knowledge of Japan's music industry to ensure a smooth entry into the market.

"We're working closely with ALC to guarantee the festival aligns with local tastes," says Shen Yue. "Our festival is about more than just music — it's a cultural celebration. We want to create an immersive experience that includes art exhibitions, creative markets, and workshops, reflecting each city's unique vibe. We aim to bring people together and offer something beyond music."

In terms of logistics, the festival is also focusing on multi-language support, local payment methods, and promotional materials in Japanese to ensure smooth interaction with the audience. "We've tailored our offerings to better suit Japanese tastes, from lineup selections to service delivery," Shen Yue adds. "We've considered local preferences and habits, ensuring that the experience feels both international and locally relevant."

Modern Sky's story is one of ambition and bold moves. Shen Lihui, the former lead vocalist of the Chinese rock band Sober, founded the company with the initial goal of distributing music by his own band and friends. What started as a small-scale operation quickly expanded.

In 2006, Modern Sky took its first step toward international expansion by opening a branch in New York. This was a risky yet audacious move. For decades, China's entertainment industry had focused primarily on its domestic market. Yet, the New York office became the foundation for Modern Sky's growing global presence. A few months after opening, the company's flagship band, Rebuilding the Rights of Statues, played at the prestigious South by Southwest Festival — known as SXSW — in Austin, Texas, marking their first major international exposure. The band toured across the US, introducing Chinese indie rock to American audiences.

In 2011, another key milestone occurred when Queen Sea Big Shark, another Modern Sky band, played at SXSW, further cementing the company's position on the global stage.

Between 2014 and 2017, Modern Sky expanded its reach to cities like Helsinki, Seattle, and Los Angeles. In 2015, the company invested in the Liverpool Sound City Festival in the United Kingdom. By 2017, Modern Sky had established a presence in the UK, signing local artists and earning nominations for Best Independent Label at the prestigious Music Week Awards for three consecutive years.

In 2024, Modern Sky reached another milestone with the opening of Modern Sky Japan. Shen Lihui announced the new venture at the 21st Tokyo International Music Market. Akinori Makino, general manager of Modern Sky Japan, emphasized the company's dual mission: to promote Chinese music in Japan and offer Japanese artists opportunities to engage with the global market.

"Through Modern Sky Japan, we aim to deepen our understanding of the Chinese market while promoting Chinese music in Japan," Makino says. "We also want to provide development opportunities to Japanese artists targeting the Chinese and global markets."

Shen Lihui adds: "We want to turn our Japan office into a content production center for Modern Sky." The Japanese branch will not only promote Chinese artists' performances in Japan, but also leverage Japan's production capabilities and visual elements to add a distinctive Japanese touch to Chinese musicians. At the same time, Modern Sky Japan will sign Japanese bands, using the company's global network to support their international promotion.

Modern Sky's international influence continues to grow. In 2024, Rebuilding the Rights of Statues toured China and Japan with Japanese alternative rock band Zazen Boys, marking the first time Chinese and Japanese bands performed together.

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The years 2025-26 have been designated as China-Japan-Korea Cultural Exchange Year. Modern Sky plans to connect more industry resources, create new content, and offer more performance opportunities across the region, fostering cultural exchange and growth in Asia's music and entertainment industries.

For Shen Lihui, his goal for Strawberry Music Festival's edition in Japan is not just to sell tickets or turn the event into another commercialized festival. Instead, he sees it as part of a long-term strategy to internationalize Chinese music.

"New York's Modern Sky Festival was just the beginning of a larger effort, with the aim of building more connections. The Strawberry Music Festival is a new starting point. Our goal is to lead more Chinese artists to perform not just in Asia, but in Europe and globally," he says.

Contact the writer at chennan@chinadaily.com.cn