Tomorrowland bets on Chinese dance music fans with first indoor event

“Are you ready, Shanghai?” screamed the DJ, his glowing booth nestled at the heart of a huge intricate structure of pulsating colour and sound.

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A reveller records a video during the first indoor showcase of electronic music festival, The Magic of Tomorrowland, at the Hero Dome in Shanghai on Nov 22.

(PHOTO: AFP)

Thousands roared back, “Yes!”, as Tomorrowland — one of the world’s biggest dance music festivals - made its China debut on Nov 22.

The move was a vote of confidence in the country’s small but lively electronic dance music (EDM) scene - and in its earning potential, despite slack consumer demand elsewhere in the economy.

Renowned for its star-studded lineups and spectacular stagecraft, Tomorrowland’s home edition in Belgium’s Boom is a bucket-list item for many hardcore ravers.

“For me, Tomorrowland is a dream,” said Chinese EDM fan Mark, wearing sunglasses and a bright yellow arrow headdress.

EDM was relatively niche in China, he said, but that could change.

“Over the last 10 years, it’s really flourished. Now, | feel like everyone around me - including my parents — have all started to learn about EDM,” he added.

Tomorrowland is betting on enthusiasm growing among a young urban middle-class looking to “premium-ise” their partying, said Mr Cameron Sunkel of specialist outlet EDM.com.