New brand bears good tidings for electronic music lovers

"Many Chinese electronic music fans enjoy music through online streaming. We want to offer them live experiences which excite," says Wang, adding that the target audience of Fever is the younger generation in China, especially those who were born after 1990.

Wang adds that Ding Lei, the founder and CEO of NetEase, is also a big fan of electronic music and that it was his passion for the music genre that led to the birth of Fever.

"We've traveled with Ding worldwide to experience electronic music parties. Ding has learned the techniques of electronic music to better understand the genre," Wang adds.

Along with London-based Point Blank Music School, Fever will also launch an electronic music school in Hangzhou, the first of its kind in China, which offers students Bachelor of Arts certificates.

"We share the vision with Net-Ease and will offer a full-range of content for Chinese students, including electronic music production, sound engineering, DJing, singing and songwriting," says musician and producer Robert Cowan, who is the founder and CEO of Point Blank Music School.

Cowan founded the school in 1994 and has since expanded the institution to places including Los Angeles, Ibiza and Mumbai.

"The focus is to develop a new generation of local electronic music artists and producers who can share the stage with international artists," Wang says.