Determined to take Asian creativity to the world, 88rising is moving from music into fashion, design and visuals, Xing Wen reports.

One Saturday afternoon in Guangzhou, Guangdong province, as the temperature soared toward a scorching 35 C, the crowd at Chimelong Paradise was becoming lethargic and weighed down by the heat.

But just when it seemed like the sun was poised to drain the day of its vigor, casting a drowsy spell over all in attendance, a transformation occurred.

A burst of rapid drumming and the resonating hum of a bass guitar sliced through the oppressive air, injecting vibrancy into the thick atmosphere.

The audience's collective weariness was instantaneously replaced by anticipation as Papun took to the stage, kick-starting the Head in the Clouds music and art festival.

"We're going to bring the heat from the start to the finish!" Papun shouted.

The Head in the Clouds music and art festival was started by 88rising, an Asian youth culture brand celebrated for bringing together some of the most inventive artists in Asia. The endeavor is dedicated to championing Asian youth culture, and acts as a cultural bridge between East and West.

Since its inception in 2018, the festival has traveled to various cities including Los Angeles, New York, Manila and Jakarta. The stop in Guangzhou, which took place on Sept 23 and 24, was long-awaited, and tickets sold out within 10 hours of release.

The festival adopted a dual-stage layout for the occasion, with one positioned on each side of the venue. This ingenious arrangement ensured the seamless flow of performances. As soon as one artist wrapped up their set, the stage on the opposite side would blaze into life, allowing the next artist to leap into their performance without a second's pause.

The event began in the early afternoon and ran late into the evening. As the night descended, the darkened sky was transformed into a captivating canvas of neon lights. The faces of festivalgoers lit up with unadulterated delight, hands swaying in harmony with the balmy breeze, as the rhythms surged through the crowd like a tidal wave, sweeping everyone up into a whirlwind of musical ecstasy.

Jackson Wong, from Hong Kong and being president of 88rising Greater China, likened the festival to a giant melting pot and says it's a gathering place for different cultures.

"We've invited not only domestic artists, but also foreign artists like Thai singer Milli, and Indonesian rapper Warren Hue, who are making their debut in China," he says.

"The choice of Guangzhou is because of the city's international image and its inclusivity, combined with its diversity of local cultures. This aligns perfectly with the festival's ethos of showcasing Asia's top talent, and sharing creative energy and love. We want to challenge the global stereotypes about Asians, and show they are a creative and dynamic part of the world."

Wong also stresses the importance of local relevancy. "As a youth culture brand deeply rooted in China, we have an international perspective, and at the same time, we are respectful of local cultural tastes, values and directives set forth by the country and the general public. Everything we do is for the love of the culture."

In recent years, 88rising has been collaborating with Chinese artists, and has successfully signed nearly 20 of them, each with their own uniqueness that symbolizes a distinct facet of Chinese culture. Nonetheless, all share a common bond, a profound love of music and a profound connection to their cultural heritage.

Among them, Zhu Jingxi, or Akini Jing, who was born in Yunnan province, has incorporated the tea culture of her hometown and elements of Chinese martial arts, into her music. Another example is Higher Brother who has infused rap with the culture of Chengdu, Sichuan province, including culinary traditions like hotpot.

Wong firmly believes that artists need bigger and broader stages upon which to show their talent. The festival is a bridge connecting Asia and the world that allows global audiences to see Asian musicians and artists, and also allows Chinese artists to show their creativity to the world. If Chinese music is to truly go global, it doesn't have to forget its roots. Instead, Chinese cultural elements can be promoted on an international stage.

When questioned about the integration of Chinese culture and music, many artists express similar sentiments. They say that there's no need to artificially blend the two, but that the key lies in expressing both organically and authentically."As a Chinese, everything I perceive, hear, and wish to convey inherently reflects Chinese culture," says rapper Ma Siwei.

Through their music, 88rising's young artists not only introduce a broader cultural perspective to the world, but also inspire audiences across Asia with their personal stories and melodies.

Rich Brian, the Indonesian hiphop sensation, shatters the conventional mold of a rapper. During his formative years, the reserved youngster dropped out of the traditional school system due to a social anxiety disorder, and was home-schooled.

Harnessing the power of the internet to sharpen his English through online chatting and extensive internet surfing, he inadvertently developed a deep affection for rap music.

In 2016, he released his own rap track, Dat Stick, online, instantly capturing the eye of 88rising. Fast-forward to the present, the 24-year-old has transformed from introverted small-town boy, to bona fide global icon.

He says that personal stories conveyed through music are the most important.

"The best way to unlock authenticity is to realize how unique and interesting your stories are," he says. In his song Yellow, Rich Brian sings about young people from Asia and immigrants from all over the world.

"I see myself and many others who, carrying hopes for a better future, embarked on the same journey across the sea to foreign lands. I want to tell kids from all around the world that no matter where you come from, and you can do it."

One Chinese fan says the rapper's songs provide a sense of strength."His lyrics possess depth. He encourages Chinese creators to diligently study and create. Everyone can use rap to express themselves."

88rising is also extending its influence to what young people wear and watch. Wong emphasizes that it is not just a music label, but a youth culture brand. In addition to music, 88rising collaborates with Chinese creatives in fields like fashion design, illustrative arts, and exhibitions.

"Much like our Head in the Clouds festival, it's not just about the singers. Our stage design and cultural and creative products were all collaborative efforts between our team and other creative talent," Wong says.

"By bringing together these diverse fields of art, we aim to generate a greater creative force to represent our country's culture, and take it even further. This, indeed, is our goal and duty."

Yan Bingjie contributed to this story.

Contact the writer at xingwen@chinadaily.com.cn