Keep Live Music Alive: Marshall Launches Its Largest-Ever Live Music and Culture Experience in Chengdu

Marshall launched its largest-ever live music and culture experience in Chengdu this August, marking a historic milestone in the company’s global footprint. The six-day festival, titled Keep Live Music Alive, was held at Eastern Suburb Memory in Chengdu and represented the first such large-scale event hosted by Marshall anywhere in the world. Organized in partnership with e-commerce giant Tmall, the festival combined high-profile musical performances, immersive exhibitions, and interactive experiences aimed at celebrating the enduring power of live music. The festival featured a diverse array of performers, including established rock band Second Hand Rose, which played a special set on 8 August alongside rising acts such as STOLEN, HYPER SLASH, Characterless, and Fayzz. This lineup showcased the breadth of China’s live music landscape, spanning both veteran artists and emerging talents. Second Hand Rose, known for blending traditional Chinese elements with modern rock sensibilities, has evolved from small venue performances to headlining major national stages. Their participation underscored the deep-rooted connection between live music and audiences, a theme central to the festival’s mission. Throughout the event, attendees had access to a range of activities beyond the concert stage. A dedicated Marshall-themed exhibition recreated the atmosphere of the iconic Bletchley factory in the UK, featuring original and vintage Marshall models, along with limited-edition pieces from the company’s archives. Historical footage and artifacts highlighted Marshall’s long-standing support for musicians and live performance spaces. Additionally, a special showcase honored the 60th anniversary of the Marshall x Hendrix™ collaboration, tracing the influential relationship between the legendary guitarist and the amplifier brand. Attendees could also test-drive Marshall guitar amplifiers and home audio systems, experiencing the signature sound that has defined rock music for decades. The festival also emphasized the importance of physical venues and local communities in sustaining live music culture. As part of the event, the Marshall Village brought together music venues and record labels from across China, including Beijing’s SCHOOL Bar, Shanghai’s OKOK, Wuhan’s VOX Livehouse, and Chengdu’s Little Bar. These spaces have played a crucial role in nurturing China’s rock and live music scenes, providing platforms for artists to develop and connect with audiences. The gathering allowed industry professionals to exchange ideas and reaffirm their collective commitment to fostering a vibrant live music ecosystem. Nick Street, Marshall Group’s Chief Marketing Officer, emphasized the significance of venues and communities in maintaining a thriving live music environment. “A live music scene is only as healthy as its venues and local communities,” he stated. “They give artists a place to play and meet, and they keep musicians, fans, and a city’s music culture connected.” His comments reflected the broader ethos of the festival, which sought to honor the past while inspiring future generations of musicians and listeners. Looking ahead, Marshall plans to continue expanding its initiatives that support live music globally. The success of Keep Live Music Alive in Chengdu demonstrates the growing appetite for immersive, culturally rich music festivals that blend performance, education, and appreciation of musical heritage. As the company looks to replicate and build upon this model in other regions, the focus will remain on creating spaces where music thrives and connects people across generations.