enovate» punk

Post-90’s Chinese youth vote eno as a ‘must have’ brand

Karen — Tue, 02 Feb 2010 14:22:01 +0000

On Friday, January 29^th, 360quan.com hosted their 90后潮流先锋榜 (post-90’s generation pioneering trends list) awards ceremony in Beijing. Actor Li Chen emceed the event featuring stars such as Jade Liu Li Yang and Yico Zeng, who came to receive their award and perform for the cheering crowd of Chinese teenage fans from all over China.

These same cheering teenagers and their peers voted on actresses, actors, artists, bands, brands, musicians, and works of art of various types for their influence and pioneering abilities in their respective industries. In collaboration with Mogo, 1626.com and YOHO!, 360quan.com invited their post-90’s generation members to vote within two categories, one for most ‘pioneering spirit’ and the other for ‘must have’ product or brand.

eno won the award for ‘must have independent brand.’ Among the list of ‘must have’ were: HP (notebook), Samsung (mobile phone), ONLY (women’s apparel), Adidas (sports apparel), New Fei Fei 新飞飞 (Netease’s 3-D online game), YOHO! (e-commerce site), Twice (jewelry accessories) and Mito Xiu Xi 美图秀秀 (image processing software).

Here’s who they voted for pioneering spirit: Jade Liu Li Yang 刘力扬 (singer), Xiao Song Jia 小宋佳 (actress), Lucky Monkey 跳猴乐队(fusion punk band), Shi Yan Fei 施艳飞 (up & coming actress), Chang Si Si 常思思 (up & coming folk singer), Zhang Xiao He 张小盒 (online character), Chen Chen 陈晨 (written work). And here’s who they voted for the pioneering spirits of the post-90’s generation (meaning they were actually born in the 1990’s): Yico Zeng 曾轶可 (singer), Li Chen 李晨(TV host), 杨紫 Yang Zi (pop star), BY2 (Singaporean music duo), Caffiene (band), Ai Shui Shui 艾水水 (TV & Film work).

360quan.com is China’s fastest growing social media network for post-90’s generation youth. With close to 25 million registered users, 360quan.com is devoted to providing an online home for people with similar interests, online clans, and super-connectors. The platform provides all the basics of an SNS, including personal space, blogs, music, videos, photo albums, games and other multimedia services and content. Their users have a distinct urban youth culture; they are the hip-hop artists, the make-up stylists, the snowboarders and the parkour clubs that are leading China’s youth revolution.

Once again thank you 360quan.com and special thanks to our post-90’s generation fans!

Continuously “Digging” to Find The Root of Chinese Youth Sub-cultures

Simon — Mon, 04 Jan 2010 11:14:34 +0000

Although receiving disproportionate amounts of attention in the western media, most of China’s growing youth subcultures are still largely marginalized. Yet, as a new generation emerges, not only aware of foreign subcultures but also with access to local variations, Chinese subcultures will continue to grow more unique and will represent more fully formed alternative youth lifestyle choices.

Mainstream consciousness

With a government backed push on creativity and a generation of young Chinese now raised on the offerings of local bands and designers or artists, we have already seen the emergence of alternative lifestyle choices.

LOHAS(乐活) or “Lifestyle of Health and Stability” emerged globally in the last ten years and in China, only in the past few years yet it has became a household term in larger cities, reffering to those wanting to live more ‘green’ lives. Whilst not a youth (sub)cultural movement specifically, it shows the rate in which certain lifestyles can be reapropriated and introduced into the Chinese mainstream consciousness.

A vanguard of artists/musicians from the past decade such as PK14 or have helped show that more traditional youth subcultural pursuits aren’t solely the domain of the foreigner. With shows like Pepsi: Battle of the Bands – alternatives in music are already seeping into mainstream culture. As these ‘alternatives’ seep into mainstream then it secures further participation of future generations who can then build on or adapt these subcultural lifestyles and ideas.

Fragmenting Subcultures

As new scenes appear with more and more participants Chinese youth will no doubt strive to one up each other and further set themselves apart in their commitment to their lifestyle choice. Groups such as Fei Zhu Liu have already begun to fragment as certain elements of the “counter cultural” style are adopted by mainstream Chinese youths. Soon it won’t be a case of mainstream or subcultural but shades of grey, ranging from those committing all aspects of their lifestyle choices to those completely unaware or uninterested.

I believe that much like their Asian peers in Japan, Chinese youth are a ‘digging’ society. Those young who are captivated by a sport, a game, a music, an art form lust to know it in it’s entirety. As the initial introduction to these interests may now come easier to the forthcoming generations of young Chinese new, interesting youth lifestyles outside of the Taiwan/HK pop culture mould are set for massive growth.

Although receiving disproportionate amounts of attention in the western media much of Chinese growing subcultures are still largely marginalized. Yet as a new generation emerges aware of not only foreign subcultures but also with access to local variations, Chinese subcultures will continue to grow more unique and will represent more fully formed alternative youth lifestyle choices.
Mainstream consciousness

Chinese youth subcultures, whether these be in the realms of music, art or extreme sports, remain disproportionately represented in western media and are still largely marginalized in China. However, with a government backed push on creativity and with a generation of young Chinese now raised on the offerings of local bands and designers or artists, I predict a rise in alternative lifestyle choices. The rise of the LOHAS or “Lifestyle of Health and Stability” whilst not a youth (sub)cultural movement shows that in very little time lifestyles can be reapropriated and introduced into the Chinese mainstream consciousness.

A vanguard of artists/musicians from the past decade such as PK14 or have helped show that these pursuits need not be solely the domain of the foreigner. With shows like Pepsi battle of the bands – alternatives are already seeping into mainstream culture. As ‘alternatives’ seep into mainstream then it secures further participation of future generations who can then build on or adapt these subcultural lifestyles and ideas.

Fragmenting Subcultures

As new scenes appear with more and more participants Chinese youth will no doubt strive to one up each other and further set themselves apart in their commitment to their lifestyle choice. Groups such as Fei Zhu Liu have already began to fragment as certain elements of the “counter cultural” style are adopted by mainstream Chinese youths. Soon it won’t be a case of mainstream or subcultural but shades of grey, ranging from those committing all aspects of their lifestyle choices to those completely unaware or uninterested.

I believe that much like their Asian peers in Japan, Chinese youth are a ‘digging’ society. Those young who are captivated by a sports, a game, a music, an art form lust to know it in it’s entirety. As the initial introduction to these interests may now come easier to the forthcoming generations of young Chinese sub cultures and new, interesting youth lifestyles outside of the Taiwan/HK pop culture mould are set for massive growth.

Inmusic & Travel

Simon — Tue, 11 Aug 2009 07:44:12 +0000

Year upon year the Chinese music scene grows. More bands, more labels and more festivals. Much like the expanding diversity of music, festivals themselves broaden in their variety and also in their location. China’s most well established music festival, Midi, was conjunctively held in both Beijing and Zhenjiang.

Shanghai electronic collective Antidote, mirrored their hipster image by choosing an offbeat location in small water town Zhu Jia Jiao, for their one day music festival.
However, the prize for most far flung and obtuse location for a music festival goes to newcomer Inmusic. While the musical line up itself follows a similar format to Midi:

• a handful of current Chinese indie/punk favourites (RE-tros, SUBS, etc)
• a smattering of older established Chinese rock heavyweights (Zuoxiaozuzhou)
• a few unknown European bands (Little Dragon, Snake & Jet)
• as well as a DJ tent

Headlining the festival was British trip-hop originator, Tricky, whom one imagines was tempted less by the cash, (tickets ran at 220rmb for the three day event, including bus travel to and from Beijing) and more by Inmusic’s unique locatiohn: the Northern Chinese grasslands of Zhangbei, over 200km away from Beijing!

As one of the partners of the festival, www.go2eu.com used their community of young travel enthusiasts to offer discounted group travel to the far flung festival. The festival has received mixed reactions. The promise of idyllic green grass and blue sky didn’t transpire as some had imagined but overall people whom attended enjoyed the atmosphere and music, despite some organisational and transport issues.

This type of activity is bound to become more and more popular. The opportunity to meet others, travel together and bond over a mutual interest like music is definitely an appealing opportunity for an adventurous and socially hungry Chinese youth. Our insights have shown that young Chinese are keen to turn online acquaintances into real life friends, and as music festivals increase in number, travel operators and online communities should be keen to work together to cater to the needs of young Chinese.

For more information, photos and footage from the festival please visit:

http://ent.sina.com.cn/f/y/infestival/index.shtm

http://mogo.com.cn

With No Regret Tour

Simon — Tue, 28 Jul 2009 10:09:15 +0000

Many bands in China trade on the image of being punk or indie but very few follow through with the associated ideals, particularly of being DIY and most importantly TOURING!!

Laofoye – With No Regret

Laofoye and Autopuzzle are two young bands from Southern China whom have bucked this trend and embarked on a two week, eight city tour of China.

Autopuzzle – Tending Absolution

With no record label backing and relying on sales of their own local t-shirt brands, this definitely shows determination and resourcefulness not driven by monetary gain.

The DIY spirit is definetly alive amongst Chinese youth. Go Support.

http://www.douban.com/artist/laofoye/

http://www.douban.com/artist/autopuzzle/