Wanderlust Festival in Squaw Valley, California. [Photo provided to China Daily]

The Beijing-born Shen, who was an art student and lead vocalist for rock band, Somber, in 1988, started his own label, Modern Sky, hoping to release albums for his band.

Later, he signed two Beijing-based rock bands, New Pants and Supermarket.

Modern Sky, which is 20 this year, has released more than 200 records for Chinese indie musicians.

Since 2007, the company has held the annual outdoor Strawberry Music Festival in Beijing.

Now the outdoor music festival is held in around 20 cities in China every year, attracting tens of thousands of music lovers.

In 2006, the label opened its first overseas office in New York. And, this year, it opened Modern Sky UK in Liverpool.

The label also holds the smaller Modern Sky Festival in New York, Seattle and Helsinki, showcasing Chinese talent such as the rock band, Queen Sea Big Shark, and the folk-rock band, Second Hand Rose.

Speaking about Modern Sky, Hoess says: "I was very intrigued when I was told that Modern Sky had started record labels in US and UK to sign Western artists. It's very interesting and bold. We've tried to book artists who are fantastic musicians and who also reflect the values of the event. And with the link with Modern Sky, we expect to see Chinese musicians perform at Wanderlust Festivals outside China."

According to Zhang Chongshuo, vice-president of Modern Sky, more than 20 music festivals are held each year in China and Modern Sky introduced sports elements into its Strawberry Music Festival years ago, such as showcasing extreme sports and sports workshops.

Many of Modern Sky's musicians are sport lovers and the partnership with Wanderlust Festival will draw sports and music talents together, says Zhang.

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