Location: PUSH Art Center, Shanghai
Published on: October 27, 2024

Day 4 of IMX 2024 concluded with a dynamic blend of discussions, performances, and networking opportunities, reinforcing the festival’s position as a key hub for music innovation. Engaging panels delved into the evolving music landscape, while showcases of emerging talent highlighted the synergy between creativity and technology. Participants departed with new insights, meaningful connections, and a revitalized passion for their craft, paving the way for continued growth and collaboration within the global music community.

IMX UP is the entrepreneurial arm of the IMX International Music Festival, dedicated to supporting music startups worldwide. It connects aspiring innovators with valuable resources in the industry through a range of events, including online and in-person forums, workshops, masterclasses, and pitch competitions. IMX UP fosters a vibrant community where emerging talent can collaborate, share ideas, and gain insights, empowering the next wave of music entrepreneurs to succeed in an ever-evolving landscape.

有源文化 (Youyuan Culture): A leading company in China’s music and entertainment industry specializing in cross-border content services and artist resources, particularly in the electronic music scene. They leverage a strong domestic presence and international connections to create a full-chain solution for music-related activities. “We are the biggest promoter of Chinese electronic music, and the IP we create as a whole is for… more popularization of the Chinese electronic music market,” stated Zhao Can, Founder and CEO, highlighting their commitment to growing the electronic music scene in China.

彼方城 (Bitsrealm): A technology company specializing in XR virtual spaces for music and entertainment, providing 3D real-time interactive environments and commercialization solutions for various businesses and creators. “We believe in this field of virtual performance and virtual virtual interpretation,” shared Zhang Liang, Marketing Director, underscoring their dedication to developing immersive virtual experiences.

期音科技 (CHAINTECH/New Tech Forest): A music technology company leveraging AI to enhance music creation and consumption, particularly in the realm of folk music. With a focus on accessibility and cultural preservation, they aim to make music creation easier for everyone. “We have both the creative side and the consumer side,” remarked Yin Yujie, Founder and CEO, explaining their approach to serving both music creators and listeners with their AI technology.

Cyanite: The world’s leading AI music tagging and search engine, streamlining music discovery for businesses. Their advanced AI technology automates metadata tagging for efficient searching and organization of extensive music libraries. “We basically fill out the gaps and unify the metadata,” explained Joshua Weikert, Co-founder and CTO, emphasizing Cyanite’s role in bringing order and efficiency to music catalogs.

Soundwave Fighter: A rhythm-based music game blending musical elements with action gameplay, where player actions are directly tied to the music’s rhythm and beat. “We can think about whether it is possible to allow players to have such a core experience of fighting in their own uh, bgm,” explained the presenting team member, emphasizing the innovative link between music and player interaction within the game.

Harmix: A music tech company providing AI-driven music discovery tools, making it easier and more affordable for businesses to find the perfect music for their projects. Their technology boosts productivity and enhances audience engagement. “Our features are also more extensive, so for example we offer video and image search which is very useful for content creators and allows another way to interact with the catalog,” explained Dmytro Lopushanskyy, highlighting the breadth and utility of their platform.

智声悦合 (Zhi Sheng Yue He): Specializing in AI voice products with multi-lingual and multi-emotional capabilities, they aim to transform voice acting and audio production across various entertainment sectors. “We can make the NPC in the game completely popular, because… now we can communicate freely with NPCs,” stated Zhu Liangliang, Founder and CEO, highlighting the potential for creating more dynamic and engaging interactive experiences.

MultiRecords (MR): A Web3 platform focused on music asset management and operation using cryptocurrency and blockchain technology. They aim to empower artists and build a more transparent and equitable music ecosystem. “We actually want to help more domestic musicians and creators to get an incremental income,” shared You Lei, Co-founder, emphasizing the company’s goal of supporting musicians through their platform.

The conference sessions on Day 4 offered a rich tapestry of insights from industry experts and innovators, covering topics that are crucial to the future of music. From discussions on the digital preservation of cultural heritage to the implications of democratized music production, attendees gained valuable perspectives on the challenges and opportunities that lie ahead. The engaging dialogues not only fostered deeper understanding among participants but also ignited discussions about collaboration and innovation across the music landscape.

Zhu Liyue delivered a compelling session on the digital revival of intangible cultural heritage music, spotlighting technology’s crucial role in preserving these rich musical traditions. She emphasized the urgent need to safeguard these unique expressions, increasingly threatened by the fast pace of modern life. “Digital tools offer us unprecedented opportunities to document and share our heritage,” Liyue remarked, showcasing how digital platforms can bridge generational gaps and connect younger audiences with their cultural roots while promoting these traditions globally.

The discussion also tackled the inherent challenges of this endeavor, particularly the delicate balance between modernization and tradition. Liyue warned against commercialization that risks diluting the essence of these cultural forms. She illustrated successful initiatives where local communities have harnessed social media and streaming services, demonstrating how collaborative efforts between musicians and tech innovators have reinvigorated interest in traditional music. In closing, she called for a united approach among musicians, technologists, and policymakers, urging all stakeholders to cultivate an ecosystem that ensures the vitality of these invaluable cultural expressions in the digital age.

In a thought-provoking panel discussion, host Luo Yi engaged a diverse group of musicians and industry professionals on the implications of reduced barriers to music production, exploring whether this democratization is ultimately beneficial or detrimental to the industry. Metablue, an indie musician and songwriter, celebrated the opportunities afforded by accessible production tools, noting, “For independent artists, the ability to produce high-quality music from home has been a game-changer.” His sentiments resonated with fellow panelists, who shared their experiences navigating the evolving landscape of music production.

However, the discussion soon shifted to potential drawbacks, particularly market oversaturation. Neil, a singer-songwriter, warned that while the influx of music is exciting, it risks drowning out genuine talent in a flood of content. This concern was echoed by G.I.R, a music director from Hangzhou Qinghai Cultural Development, who emphasized the importance of curation in an algorithm-driven era. The conversation also touched on the challenge of authenticity, as Allmj, a Vocaloid music producer, pointed out that digital tools can sometimes overshadow the human element of music creation. Chengmo Ink, another independent musician, raised questions about maintaining quality amidst increased accessibility, advocating for a balance between innovation and craftsmanship. Swee Zhang, lead vocalist of Temp Strato, concluded by calling for a collaborative approach that enhances creativity without compromising the artistry that defines music. As the panel wrapped up, attendees were left with a nuanced understanding of the dual-edged nature of lowering production barriers—fostering innovation and diversity while presenting challenges that must be thoughtfully navigated to preserve musical integrity.

A dynamic panel discussion delved into the burgeoning world of virtual idols and VTuber ecosystems, exploring their impact on the music industry and future possibilities. Y.Z, business manager at Versatile Media Ltd., initiated the conversation by emphasizing the significant shift represented by virtual idols in how we engage with music and entertainment. AmeI, a virtual idol, shared her unique experiences, highlighting how her character fosters personal connections with fans across geographical boundaries. “Being a virtual idol means I can connect with fans on a personal level while maintaining a distinct creative identity,” she noted, showcasing the blend of entertainment and community that defines this new frontier.

The role of platforms like Bilibili in nurturing this ecosystem was also a key focus. Reine, a leading uploader on the platform, pointed out that Bilibili offers an ideal environment for VTubers to thrive, equipped with tools for collaboration and audience engagement. Yousa, an independent musician within the VTuber space, echoed this, highlighting the opportunities for creative expression that emerge from being part of such a vibrant community. However, the panelists acknowledged challenges as well; Y.Z warned that while virtual idols can garner large followings, maintaining engagement and authenticity is crucial. Looking ahead, AmeI suggested that cross-platform collaborations could further blur the lines between virtual and real-world interactions, hinting at immersive experiences that could draw fans deeper into the virtual realm. As the discussion wrapped up, the audience was left with a sense of optimism about the evolving landscape of virtual idols, with technology and creativity paving the way for new forms of artistic expression in the music industry.

An engaging discussion on the latest breakthroughs in pop music production featured industry leaders, including Brian U, CEO of The Hub, Choi Hanwool from LezienT, and indie musician Metablue. Host Hu Xiaowei led the conversation on how technological advancements and innovative practices are reshaping the pop music landscape. Brian U kicked off the session by highlighting the evolution of production technology, stating, “The tools available today allow artists to experiment and create in ways that were unimaginable just a decade ago.” He emphasized how affordable software and digital audio workstations have democratized music production, enabling a diverse array of voices to emerge and fostering a vibrant creative ecosystem.

Choi Hanwool added to the dialogue by discussing the significance of global collaboration within the pop music industry. “In the Korean pop industry, we’ve seen how cross-border partnerships can lead to innovative soundscapes,” he remarked, citing successful collaborations that blend various musical styles and cultural influences. Indie musician Metablue shared his personal journey in this rapidly changing environment, noting that while technology enhances production, it’s the emotional connection with audiences that truly matters. “I strive to create music that feels real and speaks to my listeners,” he asserted, emphasizing the balance between innovation and artistic integrity. Looking ahead, Brian suggested that artificial intelligence and machine learning could drive the next wave of breakthroughs, while cautioning against over-reliance on technology. As the session concluded, the panelists collectively affirmed that despite the transformative nature of these advancements, the essence of pop music lies in its ability to connect emotionally with listeners, promising a bright future for the genre.

A compelling panel discussion explored the intersection of music and short videos, focusing on how these mediums are reshaping contemporary lifestyles. Hosted by Luo Yi, the session featured insights from Wang Run, Business Development Manager of Kuaishou Music, Sun Zijing from ABY, and Liu Tian, Chief Strategy Officer at Joy Media. Wang kicked off the conversation by noting the explosive growth of short video platforms and their transformative impact on music consumption. “Kuaishou has transformed how users discover and engage with music,” he explained, highlighting how catchy soundtracks can propel videos to viral status, making music integral to the viewing experience.

Sun Zijing elaborated on the emotional connections created through music in short videos, emphasizing that platforms like ABY enable creators to enhance storytelling and audience engagement. “When users find a soundtrack that resonates with them, it can lead to a deeper connection with the content,” he noted. However, Liu Tian introduced a critical perspective, warning that the rapid pace of content creation can lead to oversaturation, making it challenging for individual songs to stand out. “Artists need to adapt their strategies to navigate this fast-moving landscape,” he advised, stressing the need for authenticity. As the discussion progressed, panelists recognized that music and short videos are influencing social behaviors and self-expression in the digital age. In closing, Sun Zijing envisioned a more integrated ecosystem where music, technology, and user engagement converge, leaving the audience excited about the potential for ongoing transformation in how we experience music in our daily lives.

In a rich discussion on the intricacies of building and managing a music brand within a globalized landscape, host Hu Xiaowei guided panelists Summer, founder of RSCORE®, Quan Quan, lead singer of Peach Illusion, and cultural events manager Aldona Bartnik. Summer opened the session by emphasizing the paramount importance of authenticity in branding, advising artists to define their brand identity based on their unique stories and cultural nuances. “Your brand should be a reflection of who you are, and that authenticity will attract the right fans,” she asserted, underscoring the need for a genuine connection with audiences.

Quan Quan echoed this sentiment, cautioning against the allure of conforming to fleeting trends that may undermine an artist’s core values. “While it’s essential to stay relevant, sacrificing your identity can dilute your brand,” he noted, advocating for a balance between innovation and authenticity. Aldona Bartnik expanded the discussion by highlighting the role of cultural exchange in music branding. “Understanding and respecting different cultures is crucial,” she said, emphasizing the value of engaging with local communities and fostering collaborations that lead to meaningful connections. The panelists also addressed common pitfalls, with Summer warning against inconsistency in messaging and Quan Quan stressing the importance of audience engagement. As the session concluded, they highlighted that building a music brand is an ongoing journey, urging artists to remain adaptable and to blend authenticity, cultural awareness, and audience interaction for lasting success on a global scale.

Day 4 showcases featured a diverse lineup of emerging talents and established artists under the theme “One Universe, Boundless Music.” With performances from notable acts like Wang Jiangyuan, Pu Ashan, and JocularACE, the showcase presented a rich variety of musical styles, from electric folk to psychedelic soul. Each performance offered audiences an engaging experience, showcasing the artists’ unique perspectives and cultural influences. The atmosphere buzzed with excitement, particularly during dynamic sets from Visual Effect and Awind. This event highlighted the creativity within the music scene and emphasized IMX’s dedication to fostering connections across different cultures, creating a memorable evening of sound and artistry.

As IMX 2024 wraps up its in-person events, the excitement continues with news to come. The festival has fostered valuable discussions and connections, and the community looks forward to exploring new opportunities for collaboration and creativity in the music scene.