GRAMMY Festival To Debut In China In 2018
From Coachella to Brazil's Rock In Rio, England's Glastonbury and Australia's Splendour In The Grass, some music festivals are worth building an entire vacation around.
The Recording Academy will add another potential music-based destination for natives and world travelers alike with GRAMMY Festival, a new touring, world-class live music experience that will debut in China in 2018.
A joint partnership with Bravo Entertainment and China Music Vision Ltd, GRAMMY Festival China is expected to be a high-level networking and learning platform for top talent in the music community, including vocalists, instrumentalists, songwriters, music producers.
"The GRAMMY Festival in China will bring together GRAMMY-nominated and GRAMMY-winning artists with the extraordinary Chinese culture to provide audiences with a unique, unrivaled live music experience," said Recording Academy President/CEO Neil Portnow. "China continues to expand and grow its role as a force in attracting and engaging more artists onto international stages, and we are excited to be a part of that."
The news regarding GRAMMY Festival is the latest development in China for the Academy. In January the organization announced plans to build a GRAMMY Museum in China, marking the first-ever international expansion for the Museum, which has current locations in Los Angeles and Mississippi. Additionally, Music's Biggest Night, the annual GRAMMY Awards telecast, was streamed live in China for the first time ever in 2016.
With such attractions as Hong Kong, Zhangjiajie National Forest Park and Beijing's Forbidden City, tourism in China rose 3.8 percent to 138 inbound trips million in 2016, according to data from the National Tourism Administration. With music and travel going hand in hand, plus the Academy's burgeoning presence there, GRAMMY Festival China promises to be a one-of-a-kind event worth keeping an eye on.
"We are proud and excited to host the debut of GRAMMY Festival China in 2018. It will be a monumental moment gathering GRAMMY-nominated and -winning artists during the festival and the production of live performances integrated with Chinese culture in demonstrating an unprecedented high quality showcase. GRAMMY Festival will become a breakthrough for traditional music festivals in Asia, elevating not only the music industry, but also in engaging other industries to create a powerful, global intellectual property," said Steven Fock, CEO of Bravo Entertainment.
(Photo: (l-r) Steven Fock, CEO of Bravo Entertainment; Neil Portnow, President/CEO of the Recording Academy; and Ling Yan, chief branding officer of China Music Vision, announce the launch of the GRAMMY Festival China in Beijing on Aug. 3)