Hello dear friends!

We’ve been busy over here at Split Towers, sharing our favorite music with China and increasingly, wider Asia. We’ve been to 40 cities in China and another 15 in Asia. We’ve worked with bands from over 20 countries, across genres as diverse as blackgaze, indie electronica, continuous music, club trax, alt-country, world metal, doom drone and weightless. If you have a moment and a little inclination, please read on to discover the exciting developments that have taken place in the world of music marketing and band/brand collaborations during the time of the equines. Feedback, enquiries and tips are warmly welcome.

Split United: We are a music company in China made for the 21st Century.

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We worked with our brand partners to continue supporting music-focused campaigns in China with integrity and general all-round awesomeness. We provided everything from multi-day immersive music consultations to global executives at VW and Levi’s, to product launches for global tech platforms (Nokia MixRadio) and niche programming and production for two House of Vans events.

We also completed the GUINNESS More Music campaign in 2014, which added great support to the exciting undercurrent of authentic folk music brewing in China, via a new festival platform and 5 independent live shows.


In terms of scale, we went further and deeper into China than ever before with the Tuborg Truck Tour. We took our pop-up festivals to Yunnan, Sichuan, Xinjiang, Ningxia, Hunan and Guangdong, and veered off into places that we’d never heard of before (Dawukou and Wuzhong). We served up real rock ‘n’ roll music and beautiful vibes to nearly 50,000 people during the campaign’s 5-month run.

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 Photos from Xichang courtesy of Tuborg.

We continued to jam with our longest-running client Apple. We’ve been looking after their in-store events since the opening of their first retail store in China. We’re now active in 6 cities and look forward to growing further.

“I want to pass on my sincere gratitude to the entire team that contributed to making our MixRadio China event.  From early planning stages to the quality in execution, the momentum and results the event brought MixRadio and our Chinese customers was significant. We are getting good traction on social channels, our brand is now out there supporting the Lumia and Nokia X business, and this provides us with a fantastic platform to continue building our business.”

(Jamie Robertson, Director of Entertainment, Nokia)

“With the help of our strategic programming partners such as Split Works, who connected our audience to new music from APAC and beyond, the Vans brand achieved a 95% sentiment rating online during the House of Vans campaign in September and October 2014…The sentiment rating was well beyond our competitors and further deepened our consumers’ understanding of the Vans brand representing creative expression.”

(Brian Smith, Brand Marketing Manager, Vans China)

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Split Works was the original seed that sprouted and grew into the ecosystem of mutually supportive sub-brands that make up Split United. Things haven’t slowed at Split Works: we started 2014 all those many months ago with the beautiful and brilliant Unknown Mortal Orchestra, quickly followed by our traditional pre-JUE show with the Lumineers. The band packed Mao Livehouse in Shanghai and Tango 3rd Floor in Beijing (see picture above).

At the last count we managed to tour 30 headline artists, executing 50 events across the country – and that excludes all the local support acts and Tuborg Truck Tour events! We are lucky to have a team of some of China’s most talented and efficient operatives at the helm.

One highlight of the year included the Shanghai Symphony Orchestra Contemporale series, which enabled us to bring some cutting edge contemporary/classical artists into venues typically reserved for professional orchestras. Featured artists included Spencer Krug performing as Moonface, piano virtuoso Lubomyr Melnyk, and lo-fi legend Bill Callahan (Smog).

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For 2015, we are looking to launch a large-scale event property that will take form as a lifestyle platform, enabling us – and selected brand partners – to explore all the passion points of our fans.


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Booking agency Scorched fuelled many of our musical antics by sourcing acts for both the Wooozy Offline and Contemporale series. Aside from this, our agents managed to get Le1f (US), Addison Groove (UK) and Mumdance (UK) on to the line-up of the region’s biggest festival platform Clockenflap (HK). Other high points included touring rising star Mac DeMarco (US), Swans (US) and Wild Beasts (UK).

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Wooozy.cn is an online music hub that’s been covering the on-goings of China’s music industry since 2009. The guys behind Wooozy sleeplessly scour the land, providing Chinese-language recommendations and quality editorial for true music fans across all genres. But one day, the chief editor got fidgety and decided to start putting on indie showcases and films.

Wooozy Community Film was launched 3 years ago with the aim of subtitling and screening classic English-language music documentaries around China. It’s been active in over 8 cities and has helped to gather musos together in a genre-agnostic, thought-provoking and fun environment. The Wooozy SESSIONS series of concerts was spun off alongside this. 10 concerts of China’s most up-and-coming musical acts took place, and performances were compiled into a monthly mix tape and podcast.

In 2014 a radioactive waste disposal unit erupted near their HQ, resulting in the mutation of Wooozy.cn into the real world via “Wooozy Offline”. Wooozy Offline is a series that brings exciting and distinguished talents from the global electronic music scene and pairs them with the best local Chinese DJs and producers. The series has run 8 shows including special appearances from trend-setting DJs Bok Bok, Nguzunguzu, Untold and Lone.

Following the early success of the Wooozy Offline series, the team partnered with Split Works to launch the first ever Wooozy Weekender, a festival that took place in Guangzhou’s SD Livehouse over 3 days. The lineup for the Weekender showcased the breadth of the Wooozy palate, with DJs and local hip-hop artists including Pete Chen, J-Hoon and Ah Long performing alongside some of the most exciting bands in China.

That’s it for now! Thanks to everyone who’s stuck with us along the journey so far!