In a recent executive interview with Eric Zho, the veteran entertainment executive of A2LiVE and influencer of the electronic music and Chinese entertainment industry discussed with Pete Tong similar topics surrounding the brand; its strategy and relation with other commercial brands to attract fans; the influence of electronic music as a sub-genre; its target audiences; challenges ahead and its plan within the next few years.
“We have helped shape and influence the [electronic music] scene. However, dance music is originally created from the clubs,” said Zho.
The discussion also led to the importance of finding a collaborator that would share a similar target market in order to maximise their global strategy highlighting Budweiser and Adidas’ support in advocating electronic music. One of STORM’s many specialties lies in providing a fantastic festival experience, one that attracts festival-goers to enjoy the whole festival experience despite relying on its lineup. STORM pioneered some of the most major international collaboration including a performance of DJ Superstar AVICII with Mando-Pop Star Leehom Wang that created over 40 million fan followers on Weibo.
“We are creating a DNA for STORM…people will not only remember AVICII but also the total festival experience…and [hopefully] bring them back next year.”
Eric pioneered the reality TV industry in China creating an average viewership of 100 million viewers per show breaking historical record for SMG’s Dragon TV with China’s first reality show 我型我 SHOW”. In 2013, he made headlines producing China’s first ever EDM festival – STORM Electronic Music Festival in Shanghai and the largest festival of its kind in Asia. Lineups at STORM included Axwell, Zedd, Benny Benassi, Fedde le Grand, Jay Sean, Far East Movement, Icono Pop and many others.
Thanks to the our collaboration with A2Live and International Music Summit, we are publishing the interview above before its officially released to the public. The interview took place at the latest International Music Summit held on 29-30 September.