Location: PUSH Art Center, Shanghai
Published on: October 26, 2024

Day 3 of IMX 2024 brought together the best of technology, culture, and music innovation, offering a glimpse into the future of the industry. Panels and presentations covered everything from AI’s transformative role in music to preserving global musical heritage, while the evening’s showcases celebrated the soundscapes of electronic music. Industry leaders, artists, and technologists shared their visions, blending tradition with the latest advancements. Here’s a recap of the day’s highlights.

The day kicked off with the panel “How Smart Devices Drive Innovation in High-Quality Music,” moderated by Luo Yi from Shanghai Oriental Broadcasting’s “Oriental Storm List.” Industry experts—including Jin Ruifeng of Audio Vivid at UWA, Chen Shen of the China Academy of Art, Bret Yan of Letin Global Auto Infotainment Solution, and Michael Huang, an Intelligent Cockpit Product Specialist—explored how advancements in smart device technology are reshaping the music listening experience.

An engaging session titled “Cross-Industry Music Collaboration: How Music and Brands Co-Create to Spark Consumer Trends,” also moderated by Luo Yi, brought together industry leaders to explore the symbiotic relationship between music and branding.

Helen from Star Plus Legend Holdings shared insights on leveraging well-known IPs like Jay Chou’s persona to drive cultural tourism and economic growth. “By creating interactive experiences and connecting them with Jay’s fan base, we’re transforming concerts into city-wide events that boost tourism and engage young audiences,” she said.

Mao Weijia of AKB48 Team SH highlighted the group’s global appeal and how it enables brands to target specific demographics with tailored collaborations. “From anime partnerships to fashion tie-ins, our approach ensures every collaboration speaks directly to our fans’ interests,” she explained, citing their themed music video with ANA Airlines as a successful example.

Cherry from Asics China discussed integrating music into marketing campaigns during major shopping events like Double Eleven. She emphasized the importance of aligning brand partnerships with specific audiences: “Such initiatives help create a seamless consumer experience.”

The complexities of trainee contracts and idol signings were unpacked in a panel hosted by Luo Yi, featuring Alto from Yue Hua Entertainment, Milk from Now and Forever Sound, and Huaning Sun from AKB48 Team SH.

Alto compared Korean and Japanese idol training models, noting that “the key is balancing rigorous training with maintaining a connection with fans—a strategy Japan excels at but may not fully align with China’s market needs.”

Milk emphasized the need for local adaptation. “Chinese idols must stand out not only through talent but also through a distinct cultural connection with their audience,” he said, stressing the importance of building long-term brand recognition beyond initial fame from talent shows.

Artist and producer Chen Chen Chen took the audience on an immersive journey in his presentation “Exploring the Integration of Music, Art, and Technology.” He highlighted his evolution from creating installations at Shanghai’s Power Station of Art to ventures that combine music with game engines and virtual reality.

“Integrating music and art allows us to create immersive experiences that go beyond traditional performances,” Chen explained. Discussing projects like “New Century Marriage Warriors,” which merges healing music with VR, he noted, “The game engine is not just for gaming; it’s a powerful tool for integrating video, code, and art to develop new forms of expression.”

A significant moment of the day was the launch of the “World Music Seeds Joint Initiative,” a collaboration between the World Traditional Music Seed Bank and Huawei Music. The ceremony marked a united effort to preserve global traditional music by integrating modern technology with preservation efforts.

Guo Lei, Director of Huawei’s Device Cloud Service Content Cooperation Department, emphasized the initiative’s importance. “With globalization posing a threat to traditional music, our goal is to use advanced technology to protect and disseminate these cultural treasures,” she said.

Leaders from both organizations symbolically activated the initiative together, signifying their commitment to preserving musical heritage.

Bonnie Wang, leader of Huawei Mobile Services Music Business Department, presented “The Inheritance of Intangible Cultural Heritage Music in the Harmony Era.” She discussed Huawei Music’s launch of the Intangible Cultural Heritage Music Zone, featuring curated ethnic music selections.

“Our goal is to connect users with the treasure trove of traditional music through modern technology,” Wang explained. She highlighted the use of spatial audio technology to offer a high-definition listening experience.

Elaborating on Huawei’s HarmonyOS platform, Wang noted, “Our mission is to create a seamless music experience tailored to each user, whether at home or on the go.”

Renowned music producer Yunchuan Ye delved into the significance of traditional music in his presentation “Music Map of China: The Present and Future of Traditional Music.”

“Music is a continuous cycle,” he explained, emphasizing the need to understand and preserve the past to shape the future. Ye expressed concerns about the decline of traditional music, predicting that 80% may disappear within 20 years due to cultural and technological shifts.

Introducing the “Music Map of China” project, he aims to systematically document and preserve musical traditions. “As long as the roots are deep, the branches can grow,” Ye remarked, advocating for harmonizing history and technology.

Terry Gao, manager of FutureOrient Records, highlighted his label’s mission in “The Future Voices of Ethnic Music.” Founded in 2020, the label seeks to revitalize traditional music in contemporary formats.

“Our ambition is to build a cultural platform that embraces and modernizes traditional sounds,” Gao explained. He outlined a four-step methodology: faithful inheritance, innovative creation, broad dissemination, and continuous evolution.

Gao developed the “National Music Immersion Sound Series,” collaborating with post-90s inheritors of traditional music. “My goal is for listeners a thousand years from now to experience every nuance of our music,” he stated.

Emphasizing innovation, he adapts classic ethnic songs into genres like electronic and rock to appeal to younger audiences. “It’s about making these timeless melodies feel fresh and accessible,” Gao said.

In a second panel on “Trainee Contracts and Idol Signing Issues,” hosted by Yuntao of Huawei Music, participants included Ling Jiasui of the IASA T&E Committee, Luting from SCCM, and Yunchuan Ye.

Ling noted the industry’s rapid growth has led to a lack of standardized practices: “Many trainees enter agreements without fully understanding their rights, leading to complications.”

Luting advocated for a holistic approach supporting both artistic and professional development. “Incorporating traditional music elements is crucial, especially as many young idols come from diverse ethnic backgrounds,” he explained.

Ye emphasized balancing commercial interests with artistic integrity: “Contracts should protect both parties, not constrain growth.”

A panel on “The Impact of AI on Analysis and Recommendation of Music Content,” hosted by Hu Xiaowei, explored AI’s transformative role. Participants included Terry Gao, Kevin Hwang of A Little Music, Ruan of RSCore®, and Yiting Zhang from Yoozoo.

Gao highlighted personalization: “With AI, we can offer listeners curated experiences that adapt in real-time.”

Hwang discussed leveraging AI for personalized playlists: “Our goal is to make music discovery more intuitive and aligned with each user’s journey.”

Ruan shared that while AI enhances efficiency in composition, “Infusing music with soul still requires a human touch.”

Hosted by Hu Xiaowei, the panel “Building a Strong Music Community on TikTok and YouTube” featured Benson, CEO of Chapter 2 Entertainment; artist Tyler Shaw; and Kim Jinhong, founder of Ouba Studio & Music.

Benson discussed helping musicians enter Asian markets: “It’s about understanding each market’s nuances and leveraging strategies to grow fan communities effectively.”

Tyler Shaw emphasized authenticity in content creation: “Fans respond best when they see the real you.” Regular posting builds trust and engagement.

Kim highlighted using local platforms in China: “Building a strong fan community requires exclusive interactions that deepen the fan-artist relationship.”

The final panel, “Blending Music and City Culture: Redefining Travel Destinations,” moderated by Hu Xiaowei, brought together JJ from Wind Music Trip.com Group, Ken Yang of Wind Music, Wei Jian of Midi Festival, Li Sainan of New Youth Music, and Wang Yali from Hikoon Music.

JJ noted the success of integrating music with travel lies in adapting to local characteristics: “It’s about leveraging the city’s unique identity and turning festivals into events that educate and immerse visitors in local culture.”

Ken Yang shared examples from Taiwan’s Kenting area: “By celebrating heritage and linking it with contemporary music, we create memorable events that impact visitors.”

The panel concluded that blending music with city culture attracts tourism and fosters community, turning festivals into celebrations of music and heritage.

The evening of Day 3 featured the IMX Showcase, spotlighting innovative electronic music artists. Performances included:

• Temple Rat: A Chinese erhu player and composer who fuses traditional folk music with modern electronic production. “By combining self-made sound design tools and field recordings, Temple Rat creates a unique sonic identity,” noted the artist.
• QwentyZ: A multidisciplinary conceptual composer and music producer known for blending EAI sound art with complex sonic structures. His work “constructs a unique sensory language that transcends boundaries,” earning recognition from notable musicians like Tan Dun.
• EVEPHY: An electronic music industry veteran who integrates roles as a self-media operator, editor-in-chief, planner, A&R, and DJ. EVEPHY champions a “genre-less” mixing philosophy, crafting unique performance experiences that defy fixed styles and playlists.
• FORSHAW: An emerging electronic music artist dedicated to exploring avant-garde cultural symbols. With over four years in the industry, FORSHAW “strives to unearth every potential and iconic forward-looking cultural symbol,” delivering performances that resonate with depth and innovation.

Day 3 of IMX 2024 not only showcased the dynamic interplay between technology, culture, and music but also underscored the festival’s commitment to innovation across various forms of expression. The discussions and presentations emphasized the importance of blending technological advancements with cultural preservation, while the evening’s IMX Showcase amplified the atmosphere with electronic music, spotlighting pioneering artists like Temple Rat, QwentyZ, EVEPHY, and FORSHAW. As IMX continues to evolve, it remains a powerful platform for exploring the limitless possibilities of music, culture, and technology, inspiring both artists and audiences alike.