Taking Chinese music to the world

Crowds gathered at Bramley-Moore Dock for Sound City 2015 in Liverpool. [Photo Provided to China Daily]

Pichilingi first met Shen in Helsinki when the Modern Sky Music Festival was held there in 2015.

"The first time I met Shen I was blown away by his quiet charisma and approach. He is an inspirational man with clear vision, a straight talker," says Pichilingi.

From their first meeting, both Shen and Pichilingi recognized that they had a lot in common.

Like Shen, Pichilingi started his career as an artist signed to RCA Records, an American record label owned by Sony Music Entertainment.

Then, Pichilingi worked in many parts of the music industry, including artist management, live music and the event environment.

In 2008, he set up Sound City, which is now one of the largest and most important music festivals and business conferences in UK. And Sound City also delivers festivals and conferences globally, including in Norway, New York and Seoul.

On the plans for Modern Sky in the UK, Pichilingi says: "Our aim is to develop Modern Sky in the UK and build knowledge and trust in the name and the brand within this territory.

"Initially this will be within the environment of records and publishing.

But we will be working with artists at different levels - brand-new artists and established artists - to build them within the UK and European marketplace with the aim to pipeline them into the Chinese market.

"China is recognized as a massive opportunity for artists in the UK and Europe and everyone we speak to is very excited about connecting their art and culture to this market.

"Modern Sky UK also aims to be the first company to break a Chinese artist in the West to a crossover audience. And so far the signs are very positive."

Pichilingi also adds that over a period of time, he will work with other art forms.

"We do not see Modern Sky UK limited to just music. We want to work with art, artists and pop culture across a range of styles and formats," he says.