LEADING MUSIC & ENTERTAINMENT ICONS TO JOIN FORCES: HARD ROCK INTERNATIONAL TEAMS UP WITH MODERN SKY ENTERTAINMENT FOR THE UPCOMING STRAWBERRY MUSIC FESTIVAL

Hard Rock International – owner of one of the world’s most recognizable brands – has again teamed up with Modern Sky Entertainment, China’s leading music entertainment company, for the upcoming Strawberry Festival, which draws nearly one million attendees through stops at more than fifteen cities throughout China each year.

As part of the ongoing partnership, Hard Rock will have a fully branded stage during various stops of the Strawberry Festival tour, including:
• Beijing – April 30 through May 2
• Shanghai – April 30 through May 2
• Hangzhou – November 12 through November 13
• Guangzhou – November 26 through November 27
• Shenzhen – December 31 through January 1

“Music is the heart of the Hard Rock brand and connecting people through the power of music has been at the forefront of Hard Rock’s mission from the very beginning,” states John Galloway, chief marketing officer at Hard Rock International. “Our collaboration with Modern Sky not only allows us to showcase our passion for music, but also engage with our growing fan base in the region.”

“Like Modern Sky, Hard Rock is a true music company and one that has been a major global supporter of music for decades,” states Shen Lihui, general manager of Modern Sky Entertainment Co., LTD and founder of Strawberry Music Festival – China. “We’re very excited to be collaborating with such an iconic international brand to further promote China’s indie music scene and look forward to continuing to build on this partnership for years to come.”

In addition to performances by some of the most recognized names in Chinese indie music, Hard Rock will for the first time ever bring a Chinese version of its legendary Battle of the Bands to its Strawberry Festival stages. Kicking off in April with full contest details to be announced mid-March, bands from all across China are encouraged to participate in the official Battle of the Bands online contest, where fans can vote to see their favorite bands perform live on Hard Rock’s stages. At the end of the Strawberry Festival tour, one band, which will be judged by a panel of celebrity judges, will win the grand prize – the chance to perform live at Hard Rock Hotel Shenzhen.

Committed to supporting music and emerging artists around the globe, Hard Rock International hosted more than 30,000 live music events worldwide in 2015. The brand continues its dedication to support of up-and-coming artists in 2016 with the global Battle of the Bands contest, providing a forum for today’s hottest new talent to connect with music fans around the world.

Additionally, as sponsors of Strawberry Festival for three years in a row, Hard Rock’s presence at the festival has lead the company to acquire priceless pieces of memorabilia from newfound talent to showcase at future Hard Rock venues throughout China. Recognized as the curators of the world’s largest music memorabilia collection, Hard Rock will add pieces from Chinese Song Dongye, New Pants, Second Hand Rose, Brain Failure and Tang Dynasty, among others, to its repertoire of more than 80,000 legendary items.

Through music appreciation and an imaginative environment, Hard Rock Hotels & Casinos delivers products for the varied aspects of life – work, play and personal sanctuary. For more information or to book a stay, please visit www.hardrockhotels.com.

About Hard Rock International
With venues in 68 countries, including 162 cafes, 23 hotels and 11 casinos, Hard Rock International (HRI) is one of the most globally recognized companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. HRI owns the global trademark for all Hard Rock brands. The company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. HRI also owns, licenses and/or manages hotel/casino properties worldwide. Destinations include the company’s two most successful Hotel and Casino properties in Tampa and Hollywood, Fl., both owned and operated by HRI parent company The Seminole Tribe of Florida, as well as other exciting locations including Bali, Chicago, Cancun, Ibiza, Las Vegas, Macau and San Diego. Upcoming new Hard Rock Cafe locations include San Juan, Reykjavik and Gran Canaria, Spain. New Hard Rock Hotel projects include Atlanta, Berlin, Daytona Beach, Dubai, Los Cabos, Tenerife, Abu Dhabi, and Shenzhen and Haikou in China. For more information on Hard Rock International, visit www.hardrock.com.

About The Strawberry Music Festival
The Strawberry Music Festival, China’s biggest and best, returns to Beijing, Shanghai, Shenzhen, Guangzhou and Hangzhou. The Strawberry Music Festival series is part of 20+ festivals scheduled for 2016 in China by Modern Sky Entertainment, China’s leading music entertainment company.
International artists who have appeared at Modern Sky festivals in years past include theYeah Yeah Yeahs, Carly Rae Jepsen, The Hives, Justice, Mogwai, Tricky, Cat Power, Cut Copy, Liars, The Cardigans, The Big Pink, Travis, Brett Anderson, Tegan and Sara, Explosions In The Sky, Blonde Redhead, Deerhoof, Xiu Xiu, Radio 4, Camera Obscura, Dinosaur Jr., The Go! Team, Mono, HIM, Classixx and more.

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