ON A BRISK Saturday night in Shenzhen, drums begin to roar along Renmin Nan Road. Passers-by crane their necks and drift towards a square outside Metropop Mall, where flashing lights and wailing guitars have already drawn a crowd.
It's the first night of the In Music Festival at the mall, just a few blocks away from the Lo Wu checkpoint. Led by guitarist Jacky Ho, emo-thrash band Velvet Violets is among the acts playing the series of weekend concerts.
Indie musicians on the mainland have long endured state pressure and media prejudice, branded unhealthy or even dangerous influences. But their appearance at the festival may signal a new dawn for the indie scene, thanks to an increasingly robust youth market.
The musical programme is a brainchild of marketing executive Wei Yi, who was tasked with re-branding the mall formerly known as Carriana Friendship Square. A veteran of the indie scene, Wei came up with the idea of promoting the complex as a music hub.
'We didn't want it to just be another mall,' he says. 'We needed a concept to distinguish our position in the market and decided the most widely accepted theme was music. But we couldn't choose classical Chinese music because it had to be hip and cool. So, we chose chao bao, meaning to be 'in'.'
Although Wei had contacts across the country and in Hong Kong, he roped in concert promoter Wang Jing to scout for new acts. They've put together an eclectic lineup ranging from rock to avant-garde jazz to liven up the square on Fridays and Saturdays until early next month. Running from 8pm to 10pm, the programme this Friday will feature experimental electronic music from Iceland, and Hong Kong and mainland spinmeisters combining grooves with video art. Other evenings will feature hip hop collaborations between foreign and local DJs.