Bank sees value in arts sponsorship

Famed pianist Zhu Xiaomei gives a recital during the Beijing Music Festival and she plays one of Bach's major works, Goldberg Variations. [Photo provided to China Daily]

An annual musical event not to be missed took place at Wangfujing Church on Oct 13. Since 2006, the church concert has been a highlight of the Beijing Music Festival and this year's offering did not disappoint.

This year's festival, which began its 17-day run on Oct 8, included activities ranging from symphony concerts to concerts designed for child audiences, solo performances, operas, master classes and salons.

UBS, a global financial service provider, has sponsored the church concert for 10 years. Each year, the company, which is also a sponsor of the festival, invites a leading musician to turn the church into a world of music.

"Many of our customers and partners worldwide love the church concert and we also consider it a good opportunity to strengthen our friendly relationships," said Eugene Qian, the country head and president of UBS China.

This year, the Swiss banking giant invited famed pianist Zhu Xiaomei to give a recital at the church. The 66-year-old played one of Bach's major works, Goldberg Variations, a 60-minute composition named after Johann Gottlieb Goldberg, who is considered to be its first performer.