Tunes that travel

Evergrande Star Music Festival will be held in 60 Chinese cities. Photos by Zou Hong / China Daily

According to Song, the general manager of Evergrande Music, although the tours were solidified early this year, the idea was mooted years ago.

Evergrande Music is a music company under the Evergrande Real Estate Group, one of the country's largest real estate developers.

"I have been researching the Chinese film market for years. What makes the film industry successful with millions in revenues? Even some bad movies sell well," says Song, "because watching films during weekend is becoming a lifestyle among Chinese young people. Why don't we run the music business like the film industry?"

To attract young people back to the music scene without spending too much, tickets for the music festival will be priced the same as the movies in the city - below 100 yuan ($16).

It's a bold idea and Song's friends told him that it's crazy because holding one three-day music festival consumes lots of money and energy, let alone 60.

He is not worried about the money because he has sponsors. What he aims for is to make attending a music festival a habit for young Chinese people, just like watching movies.

Gao Xiaosong, the managing director for Evergrande Music's music department, says among all the forms of products in China's music industry, outdoor music festivals have developed fast and well.

"In the United States, every weekend you can enjoy some musical events at open squares. That is what we need," he says.

"We hope the new way of enjoying music could be healthy and helpful to the development of China's music market."

Special coverage: Music Festivals