TECHNOW – What?
TTECHNOW is the brainchild of Mushido founder, renowned Austrian producer & DJ BORO LO and Mushido China & HK managing director Ann Yuen. It is Shanghai & China’s most successful, respected and fastest growing electronic music event brand to date. TECHNOW is credited by media and fans alike as a for China pioneering event, that has helped to put Shanghai on the worldwide map for all things electronic music.
WE CALL IT TECHNOW!
The constant evolution of electronic music greatly affects what nowadays is generally understood as “Techno(w)”.
“In the beginnings the term “Techno” was mostly used to describe futuristic sounding electronic music and was not a strict definition of a specific genre… To us “TECHNOW” stands for a certain futuristic aesthetic created by forward thinking sound and not for a single style of music that can easily be pigeonholed.” ~ Boro Lo
TECHNOW – Why?
WWith TECHNOW we at Mushido wanted to create an electronic music event reminding us and a new generation of what these type of events should be all about = the celebration of “future music” via one of the oldest forms of nonverbal communication between humans: the dance in a community.
“With TECHNOW we want to capture that Zeitgeist of electronic dance music culture… At the same time we want to re-represent the (future) sound that is going on NOW for the generation that is NOW.” ~ Boro Lo
TECHNOW is a brand with nods to the past, but at the same time forward thinking and with an up to date now/future sound, look and feel to it. We believe that such an event can be enjoyed by everyone with the right mind set (no matter what music preference) as long as presented under the right conditions, at the right place and by the right people.
EDM Events in China?
AAs a foreign company in China, realizing an electronic music brand concept of the high quality standards and the big scale that we envisioned for TECHNOW was no small undertaking considering the situation on the Chinese market:
QUICK FACTS:1. While a type of “nightclub” venues called “酒吧” – literally translated as “drinking place” (bar) – with music entertainment is very common, actual electronic music has literally no history in China and even the most famous international DJs, producers and brands are basically unknown to the majority of people. 2. Also unknown to most outsiders is the fact that the small electronic music scene in China (a country of 1,4 billion people) and its electronic music events are mostly run, organized and visited by foreigners (either expatriates living in the country or tourists); the majority of which have little to no background in this industry. 3. This “separation” that unfortunately exists in electronic music events is now becoming the norm in all kinds of venues. While several years ago Chinese people and foreigners were still mingling in a more balanced way in venues all over China, the current trend is towards venues either targeting Chinese people or foreigners.
TECHNOW – China, How?
SSince Mushido first arrived on the Chinese market, we were driven by our believe that change was needed and that simply everyone – but especially Chinese people – should be targeted with an event like TECHNOW in China.
What seemed to many as an instant overnight success was actually the result of years of hard work, market research and BORO LO playing and organizing countless gigs. By doing all that we were then able to develop the strategies that would a few short years later make TECHNOW both a true international quality brand and at the same time successful in China; with Chinese people and foreigners alike.
QUICK FACTS:1. TECHNOW launched in August 2010 (during Shanghai’s Expo period) and within just three events has reached an average attendant amount of 800+ people.2. All of the twelve events so far held since the premiere event in 2010 followed up and improved upon the great success of the previous years. The total attendant amount lies at approximately 11000+ people. 3. All of the TECHNOW NYE Edition events so far broke visitor records and the 2012 event with a total visitor amount of 1500 people was considered Shanghai’s largest New Year’s Eve music event to date.
WE ARE TECHNOW!
TTECHNOW unites people from all walks of life and all kinds of cultures: from Berlin Techno producers & DJs to artists, actors, musicians, singers, socialites to company CEOs and Chinese government officials. Chinese attendants at our events are mostly from the so called up and coming “80后90后” generation (people born in the 80s and 90s).
Based on our research, the majority (75% up) of these people taking part in our TECHNOW events belong to what is considered to be the “creative elite” in China. This means young people (aged 18 – 35) with high education backgrounds mostly working in the creative & technology industries, in whose minds we – ourselves avid art, design and technology lovers – have obviously struck a nerve.
TECHNOW – Future?
FFrom the early beginnings on TECHNOW was conceived as an event brand not just limited to China. We created TECHNOW from the ground up with the potential to tour internationally, including global guest artists to perform for people of all kinds of cultures.
In order to reach this goal we understood that:1. We must create a truly unique event experience with the utmost attention to detail and quality in all aspects.2. That for the event to be successfully planned, promoted and held internationally, it must be done so in cooperation with – and each time slightly adjusted for – the people of the targeted area.
Besides our regular events in Shanghai & China, we are currently working on a TECHNOW event tour for Europe and East Asia. The first half of 2014 will already see our TECHNOW tour events to be held in various cities in China, as well as first events planned in South Korea and Japan. More information TBA soon!