Modern business model

Some European cultural experts believe that Chinese culture groups, in particular those in music performance industry, should adopt more modern business model.

Alex Stevens, spokesman for DOUR festival, which will hold its 26th annual event this summer and is expected to attract thousands of audiences, said that Chinese music groups can participate in more European festivals to gain celebrity.

Stevens said the DOUR festival has invited music groups from all over world but they are relatively lack of knowledge for Chinese music groups, particularly in modern music area.

He also noted that organizers of major festivals like DOUR value audiences' taste and favor above all. "Booking music in Dour is not only about marketing or just advertising."

In his opinion, many Chinese music groups that are potentially good both for quality and business values have not yet gained European audience's attention and love.

On promoting the brand of Chinese cultural groups in Europe, Janis van Lokven, director of Marketing Communication for Mojo Concerts A Live Nation Company, a Dutch music performance organizer urged Chinese groups to consider cooperating with Europe's local professional agent for marketing and advertising.

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