NetEase launches electronic music brand FEVER

SHANGHAI, Oct. 13, 2018 /PRNewswire/ -- NetEase, Inc., one of China's leading internet and online game services providers hosted a press conference on October 12, 2018 in Shanghai to announce the official launch of their new electronic music brand FEVER ("Fang Ci" in Chinese). FEVER allows electronic music fans to "Immerse Your Senses" by creating the best electronic music lifestyle experiences in China with the goal of elevating the electronic music landscape in China and beyond.

With a focus that encompasses events, music production & DJ training, artist representation, brand collaborations, content creation, premium merchandising and more, FEVER will present an unprecedented offer to one of the fastest-growing music genres in China.

NetEase recognises the need for electronic music brands as the electronic music fans have grown so rapidly, surpassing one hundred million users on NetEase Cloud Music, China's leading music streaming platform. FEVER will target electronic music fans all over China, with a particular focus on Millennials, as well as those looking to build their careers in electronic music.

Over the next year, FEVER will be launching the following initiatives to expand its relationship with the Chinese electronic music fans by activating the following:

  1. Establish Point Blank China music production institute
  2. Extend the electronic music party roll-out with "elrow"
  3. Launch international immersive electronic music theater with Hong Kong based URF Asset Management Group
  4. Launch VR-based DJ game with NetEase Games and NetVios
  5. Launch and market premium electronic music tours

For DJ and music production training, FEVER will work with Point Blank Music School (which won the 'Best Independent HE' category at the What Uni Awards) to build China's first certified degree driven music production school called Point Blank China.

Founded in London in 1994, Point Blank was named by readers of DJ Mag as the world's best music production and DJ school. By offering proven courses from top teachers and professional equipment, Point Blank China will promote its curriculum for music with a focus on DJ programs, music production, and artist training. Point Blank China is also on track to become accredited to offer a Bachelor's Degree.

For online courses to train DJs and music producers, FEVER has already soft launched a series of online electronic master classes developed with the leading US electronic online music production education platform FaderPro. This focus on further building out the music education infrastructure of China will help to develop a new generation of local artists and producers that can compete and entertain on a global scale.

In terms of live experience, FEVER is the exclusive partner in China of the world's most successful themed party "elrow", which spans 33 countries and has sold over 2.5 million tickets all over the globe.

Elrow will create customized immersive electronic music parties with various themes including several that are China specific. Earlier this year, the two events that were co-hosted by the two brands held in Shanghai and Chengdu were sold out and well received by attendees. FEVER will host the next elrow event on November 10th in Shenzhen with more to be announced in the near future for 2019.

Another live experience in the works is FEVER's collaboration with Hong Kong URF Asset Management Group to develop an international immersive electronic music experience theater in downtown Shanghai. The new facility will be equipped with theater-grade audio and video equipment. The facility is scheduled to launch next year.

With regards to game music, FEVER will form a strategic partnership with NetEase Games and NetVios to jointly launch a VR-based DJ game called Electronauts.

Players can enter a VR environment where they can learn to be DJs and create their own DJ sets to a virtual audience in a virtual club. Players also get to familiarise themselves with virtual music production tools via the Google Tilt Brush VR tool (a room-scale 3D painting VR application) of the VR music community.

FEVER will also launch a premium electronic music tours service with various offerings. This will include bringing dance music lovers to dance Meccas such as Ibiza to enjoy authentic vibes.

In attendance will be FEVER CEO Jessie Wang, Point Blank CEO and founder Rob Cowan, elrow Family CEO and manager of the elrow brand Juan Arnau Duran, and elrow commercial director Matthew Hoag.

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