Hard Rock brings Strawberry Festival back to China

Hard Rock Hotel has again teamed up with independent music and entertainment company Modern Sky Entertainment to bring a music festival for youths in some of the country's biggest cities starting from this month.As part of the ongoing partnership, Hard Rock will have a branded stage during various stops of the Strawberry Festival tour, which takes in Beijing, Shanghai, Hangzhou, Guangzhou and Shenzhen.“Music is the heart of the Hard Rock brand and connecting people through the power of music has been at the forefront of Hard Rock’s mission from the very beginning,” states John Galloway, chief marketing officer at Hard Rock International.“Our collaboration with Modern Sky not only allows us to showcase our passion for music, but also engage with our growing fan base in the region.”In addition to performances by some of the most recognised names in Chinese indie music, Hard Rock will for the first time ever bring a Chinese version of its legendary Battle of the Bands to its Strawberry Festival stages.Bands from all across China are encouraged to participate in the official Battle of the Bands online contest, where fans can vote to see their favorite bands perform live on Hard Rock’s stages. At the end of the Strawberry Festival tour, one band, which will be judged by a panel of celebrity judges, will win the grand prize – the chance to perform live at Hard Rock Hotel Shenzhen.Strawberry Festival draws nearly one million attendees through stops at more than fifteen cities throughout China each year.As sponsors of Strawberry Festival for three years in a row, Hard Rock’s presence at the festival has lead the company to acquire priceless pieces of memorabilia from newfound talent to showcase at future Hard Rock venues throughout China.