NetEase brings popular musicians to tourism hotspots

On June 30, Chinese DJ, producer and singer-songwriter Chace, performed at the famous Leifeng Pagoda on the bank of West Lake in Hangzhou, Zhejiang province in eastern China.

The performance has received over 1.4 million viewers online.

Leifeng Pagoda was originally constructed in 975 and was rebuilt in 2002. It became a popular destination in China thanks to a popular folk tale, The Legend of the White Snake, a touching love story about a young man falling in love with a woman who is a snake spirit.

The performance is part of the project by electronic music brand, NetEase FEVER ("Fang Ci" in Chinese) was launched by NetEase in 2018.

Intended to promote tourism, which has been heavily affected by the coronavirus pandemic, the project combines famous tour sites across the country and electronic musicians.

"We want to offer different electronic music experiences for audiences. Live performances were cancelled or postponed due to the coronavirus pandemic, just like the tourism industry. We want to take electronic musicians to those popular places, bringing both audio and visual experiences to audiences," said Sherry Huang, marketing director of NetEase FEVER.

On April 23, the project's first performance was staged by indie Chinese musician Ma Haiping at Moganshan, a tourism and summer resort in Zhejiang province. The show at Leifeng Pagoda was the second stop of the project.

Along with London-based Point Blank Music School, the company has launched an electronic music school in Hangzhou, the first of its kind in China, which offers music courses in six categories, including music production, pop music performance and DJ training. Now, the school has over 300 students from across the country.