Vibrant celebration of Music China with over 1,800 exhibitors

On October 10, Music China came to life at the Shanghai International Exhibition Center, opening its doors to suppliers, distributors, educators, musicians, and enthusiasts for four days of business, networking, and inspiration.

From October 10 to 13, over 1,800 exhibitors showcased their products and services in a vast exhibition area of 150,000 square meters. This year, the space expanded with the addition of Hall N1, covering the entire musical instruments (MI) supply chain. Exhibitors offered a wide variety of products, from acoustic and electric guitars to basses, wind and percussion instruments, keyboards, as well as essential equipment, software, and related services. Additionally, the fair featured workshops led by experts and exciting performances by renowned artists, promising an experience that united the music world in an enriching cultural and emotional exchange that transcended language barriers.

Providing a vital platform for exhibitors from 26 countries and regions, the 21st edition of Music China continued to connect industry professionals and unlock significant business opportunities. Dedicated pavilions representing China, the Czech Republic, France, Germany, Italy, Japan, Spain, and the United Kingdom resonated with buyers from around the world.

In addition to showcasing the global reach of the industry, this edition also welcomed an increasing number of exhibitors from Albania, Austria, Australia, Brazil, Bulgaria, Canada, Denmark, Hong Kong, India, Korea, Latvia, Poland, the Netherlands, Romania, San Marino, Taiwan, Thailand, and the United States. Visitors were able to explore displays of exceptional products and participate in complementary events spread across 14 exhibition halls, embodying the spirit of creativity and collaboration in music.

"We were excited about the increase in international representation at this edition, along with a solid number of buyer pre-registrations. Following the recent expansion and extension of China's visa exemption policy, we hope to have welcomed more international visitors from all walks of music for industry exchanges and musical appreciation”, shared Ms. Judy Cheung, deputy general manager of Messe Frankfurt (HK) Ltd.

As part of our mission to help visitors seek excellence and appreciate the wonder of music, we have enhanced our educational initiatives and live presentations to resonate with the diverse interests of attendees. This year, the entertainment segment included the new DJ Pro zone, the return of the Drum Circles, the outdoor music gala Never-ending Music, and the exciting Gibson 2024 electric guitar competition 'Rock Guitar Power,' showcasing talent from multiple music genres. Additionally, to engage music lovers of all ages, there were also activities for seniors and performances by the 'Little Musicians of Shanghai', aimed at both adults and children, she added.

Knowledge in action: a variety of educational offerings at Music China

In light of the diversified interests in the music market and the evolution of consumer demographics, Music China offered a comprehensive program of educational initiatives designed to support industry stakeholders and musicians with essential knowledge and technical skills.

Highlights included:

• - Industry Forum: Mr. Wang Shicheng, deputy secretary of the Party of the National Council of Light Industry of China and president of the China Musical Instruments Association, and Mr. John Mlynczak, president and CEO of the National Association of Music Merchants, delivered two keynote speeches on the potential of China's MI supply chain and global market prospects, respectively. This was followed by a roundtable discussion.
• - Global Launch of New Products at Music China: the highly anticipated program presented visitors with cutting-edge products in the industry, complemented by a special outdoor concert.
• - Musical Masterclasses: experts offered valuable insights into musical education initiatives, covering interactive strategies for children, appreciation of classical music, and the application of various teaching techniques across instruments.
• - Hands-on Sessions: a series of workshops for distributors and retailers explored evolving market trends and customer needs in this dynamic landscape, best practices for store management, strategies to cultivate a broader clientele, and business development in the post-pandemic era.
• - music+Talks™ Musical Education Forum: engaging formats, from presentations and workshops to lectures, featured experts delving into topics such as teaching world music, children's music education, and the applications of the Orff approach to promote experiential learning through music, movement, and play.
• - Music Trial Classes: this year's trial classes addressed key challenges and opportunities facing music educators today, offering insights and practical strategies for piano pedagogy, teaching contemporary music, and using technologies like the Xiao Bao app, among others.

Sound-centric event: live shows, workshops, and exciting competitions

Music China offered a variety of activities and live shows for attendees to immerse themselves fully in the musical experience, with highlights including:

• - DJ Pro: the designated area in Hall W4 (Stand D89) provided attendees with the opportunity to interact with the latest equipment and network with industry professionals. During the event, live sets from top DJs such as 69Beats, GNARLY, Steve Nash, and Hix Boson took place, celebrating the debut of this zone at the fair. Additionally, the finals of the IDA Awards of China, a prestigious international DJ competition organized by the International DJs Association, included performances by this year’s winners at the end of the event.
• - Never-ending Music – Live Shows: the outdoor stages S1, S2, and S3 featured exciting musical performances showcasing a variety of genres, including rock, pop, and jazz. Center stage were guitars, accordions, and bass instruments. Among the highlighted artists were José De Castro, a Grammy-winning and renowned Spanish guitar master; Alex Hutchings, a contemporary guitar legend; Taimane Gardner, a famous ukulele artist; and street saxophonists Jiaming Su, Xianzhi Zhang, and Lu Dai.
• - Drum Circles: the Drum Circles returned to the fair, inviting visitors to participate in interactive performances that celebrate the importance of drums in music. People of all ages and backgrounds, regardless of their skill level, were welcome to join in the fun.
• - Gibson 2024 Electric Guitar Competition: the competition showcased talented musicians performing their compositions, which were evaluated by a panel of judges. The event highlighted the diverse music genres, including rock, jazz, and pop.