More than music

Yin-Trend Music Night's producer is Long Danni, a veteran director and producer, who is known as the "godmother of Chinese talent shows".

In 2003, she created the country's first male beauty pageant show titled Absolute Men, and a year later, she produced Star Campus, which later became Hunan Satellite TV's mega phenomenon reality show, Super Girl. In 2006, she brought in the BBC's singing competition, Just the Two of Us.

After she directed Hunan Satellite TV's variety show, Happy Boys, in 2007, she was appointed as EE-Media record label's general manager, as many contestants were becoming pop stars, including the 2005 Super Girl winner Li Yuchun, who is now one of the country's biggest stars.

"The Yin-Trend Music Night was a fresh idea. So it was hard to predict beforehand how the audience would react," says Long. "The results were beyond our expectations. The audience, mostly people younger than 30, got our idea instantly once they watched the show."

She says that the entertainment industry in China is going in two directions nowadays: "One is like fast food, which means you have it today and forget about it very fast. The other is like a fine meal, with high-quality food, which you want to have again."

"We hope to make Yin-Trend Music Night a brand, presenting all the most popular and pioneering music, arts and technology of the year in one show," she says.