Zhenjiang might be an important stop on the Yangtze River economic belt, but it lacks cultural vibrancy. The Changjiang International Music Festival is trying to change that. Chen Nan reports.

Zhenjiang, a small city on the banks of the Yangtze River in Jiangsu province, will be in the spotlight during the May Day holiday when it plays host to the Changjiang International Music Festival.

More than 20 singers and bands from China and abroad will perform at the festival, including legendary German rock band Scorpions and US singer Demi Lovato. Other headliners include Beijing-based rock singer Luo Qi and Taiwan pop diva Elva Hsiao.

With a history of more than 3,000 years, Zhenjiang is known as an important transportation hub, due to the economic belt along the Yangtze River. However, according to Zhang Bin, chairman of Zhenjiang Media and Culture Industrial Group, "the city is void of artistic atmosphere".

"Local people live a busy life under lots of pressure. But they have few entertainment outlets. We hope to inject energy to the city with music and encourage the winds of change," says Zhang, who is one of the people behind the idea for the Changjiang International Music Festival.

Since 2009, Zhenjiang Media and Culture Industrial Group has worked with organizers of popular outdoor music festivals, such as Midi Music Festival and Strawberry Music Festival in Beijing, to bring their bands and singers to Zhenjiang.

The first year of the Changjiang International Music Festival was held at a public square near Jiangsu University and had a lineup of bands that included China's "godfather of rock music", Cui Jian.

The flood of music fans from neighboring cities such as Nanjing, Changzhou and Shanghai and Beijing posed challenges, but also brought opportunity to the city.

"All the hotels near the music festival site were booked and even the beers sold out at supermarkets," Zhang recalls.

Because the festival is held during a public holiday, it has gradually become a vacation destination for music lovers from around the country.

Zhang says it takes no more than five hours to travel by high-speed train from Beijing to Zhenjiang and just 70 minutes from Shanghai to Zhenjiang.

Zhang also adjusted the content of the music festival to be more diverse than other festivals in China. He says that unlike Midi Music Festival, which focuses on rock music, and Strawberry Music Festival, which caters to trendy young people, the festival in Zhenjiang is targeted at families, which means it has a variety of music styles.

Zhang also invited Tang Xiaolei, a veteran performance manager, who is the vice-president and producer of Beijing Legend River Entertainment, to bring big-name international stars and popular new singers to attract bigger crowds.

Tang, who brought Beyonce and the late Whitney Houston to China, invited Scorpions and American singer-songwriter Demi Lovato, who has made it big on US billboards.

They will perform 90 minute sets at the festival.

"Their performances will be just like the quality and length of their concerts. Fans will be excited to enjoy such great shows at a low price-200 yuan ($33) a day," says Tang, who is based in Los Angeles and commutes between China and the US.

To cater to the rising music market, Zhenjiang Media and Culture Industrial Group invested tens of millions to build up Shi Ye Zhou - Changjiang International Music Island-in 2010. ShiYeZhou, which covers 44 square kilometers, sits right on the Yangtze River.

According to Zhang, the goal is to make the island a music themed place, not only as the location of the festival but also as a venue bands can go to perform.

"The festival has become the calling card of the city. People can even learn news about the festival from any taxi driver," Zhang says.

Contact the writer at chennan@chinadaily.com.cn

Changjiang International Music Festival is becoming one of China's major youth events. Zhu Donghong / For China Daily

Cui Jian, China's godfather of rock, plays onstage at the festival in 2009. Provided To China Daily

(China Daily 04/27/2015 page22)