Audio feasts

Separately, speaking about the festivals' lineup, Wuli Yasu, the vice-president of Modern Sky, who joined in the music label in 2010, says: "The audiences have high expectations for the festivals, as they focus on youth culture. And we are devoted to discovering young musicians and keeping up with the latest trends in pop culture, especially music people are listening to.

"So, every year, we design the lineups, hoping to appeal to the young."

Since starting in Beijing in 2009, the festival has grown dramatically. And after years of expansive growth, it has now become a national event.

In 2017, audiences in 12 Chinese cities staged the festival. And this year the number is going to grow, says Wuli.

Meanwhile, the 20-year-old music label, which is home to nearly 80 bands and singers, remains eager to venture into new territory. And the company's Young Blood project, which it launched in 2017, aims to promote young artists, who combine various art forms, including audiovisual and design.

During the upcoming festivals, artists from the project will display their works.

Speaking about the project, Wuli says: "Each year we are adding more to the festivals, and the pool of talent with us is growing fast."

After the Beijing and Shanghai stops, the festival will move to other Chinese cities, such as Wuhan, in Hubei province and Xi'an, in Shaanxi province, in May.