"Are you prepared, Shanghai?!" shouted the DJ, his illuminated booth located at the center of a massive, complex creation of vibra...
"Are you prepared, Shanghai?!" shouted the DJ, his illuminated booth located at the center of a massive, complex creation of vibrant colors and intense music.
Thousands cheered "yes!" as Tomorrowland, one of the largest dance music festivals globally, launched its first event in China this weekend.
The decision reflects trust in the nation's compact yet vibrant electronic dance music (EDM) community — and its financial viability, even as consumer spending remains weak in other areas of the economy.
Celebrated for its impressive lineup of top artists and amazing stage design, Tomorrowland's version held in Boom, Belgium, is a must-visit for serious dance music fans.
"For me, Tomorrowland represents a dream," mentioned Chinese EDM enthusiast Mark, who was wearing sunglasses and a vibrant yellow arrow hat.
Electronic Dance Music was "relatively niche" in China, he mentioned, but this situation might evolve.
"During the past 10 years, it has really taken off, and now I believe everyone around me — including my parents — have begun to learn about EDM," he stated.
Tomorrowland is counting on the rising excitement within a young urban middle class who aim to "premium-ise" their nightlife experiences, according to Cameron Sunkel from the specialized platform EDM.com.
"China, in my opinion, is where the demand curve is most pronounced for this kind of experience," he stated, drawing a comparison to established European and American markets where "production costs are increasing" with only minimal growth.
A representative from Tomorrowland stated to AFP that they have "strong confidence in China's long-term potential."
She likened it to Brazil, where Tomorrowland has been holding events since 2015.
"It was also a specialized market when we first came, but now we witness a rapidly expanding community and remarkable local talent developing," she stated.
Feel-good economy
"The Magic of Tomorrowland" marks the festival's initial indoor event.
On Saturday, many who entered the main building were stunned by the view of the castle-themed stage occupying one side of the large hall, positioned in front of a 374-square-metre (4,000-square-foot) video wall.
At the second, more compact stage, dancers screamed as confetti machines fired at the same time as a deep bass beat, with glitter descending like sparkling rain.
Stagnant local demand is troubling Chinese officials, yet young individuals seem eager to spend on "emotional purchases" – items that bring them joy.
In 2024, income from tickets for major and mid-sized concerts and festivals increased by 66.5 percent, reaching nearly $4.2 billion, according to an annual industry report.
Tomorrowland is not the only one looking at the opportunities -- major festivals such as Ultra and Creamfields have also organized versions in China.
The momentum was lost during the pandemic.
"Ten years back in Shanghai, there were numerous EDM bars, but now they're not as common," Grace, a 29-year-old Chinese influencer wearing bright pink flares, said to AFP.
So, for a major (brand) like this to enter China, I'm obviously very enthusiastic.
Tightly managed
The Shanghai event, with a capacity of 10,000, is small in comparison to the Belgian one, which attracted 400,000 attendees over two weekends this year.
In China, Tomorrowland has collaborated with entertainment firms Hero Esports and INS Land, with support from local authorities aiming to enhance the city's status as a global hub.
The specially designed primary stage structure was finished in only five months, featuring more than a thousand moving lights, 118 speakers, and numerous laser, smoke, and bubble machines.
The goal is to deliver "a fairy tale, an entire experience," stated Hero Esports' Jay Lu, the event marketing chief.
EDM.com's Sunkel mentioned that the indoor event served as "a method for Tomorrowland to examine how their universe is received in China, under strictly controlled circumstances."
Frequently seen at such gatherings in China, there was a noticeable security presence, and the final performance — global artist Dimitri Vegas performing with Chinese rapper Masiwei — concluded at 10 pm.
Some Europeans were confused to discover that the bar system at the event limited each person to two alcoholic drinks.
No one among the organizers was willing to reveal the expenses associated with the event, nor the precise duration of the collaboration.
"We're looking forward to a long-term collaboration to help educate the Chinese community about what EDM is... and also raise the standards for the entire industry," said Clinton Lau, CEO of Hero Esports, during an interview with AFP.
When asked if this year would result in a profit, Lau smiled.
"Each time you create something magnificent... it requires time for the market to develop," he stated.
"So we're starting here."
