Modern Sky launches lifestyle label

Modern Sky Entertainment, one of the key indie music companies in China, is launching its lifestyle label, Modern Sky Sports, on Wednesday while introducing upcoming yoga festival Wanderlust in Shanghai.

Wanderlust, the fitness and well-being summer festival was first held in the United States in 2009 and has grown into one of the world's largest lifestyle events operating in over 60 global locations. The festival will debut in Shanghai on Nov 18 with Modern Sky, the operator of Strawberry Festival, one of the most popular music scenes in China.

"In the past 20 years as a music label we've always focused on what interest young people of different generations," said Lu Ming, founder of the Modern Sky Sports label. "Those generations born after the 80s and 90s all have various needs, and now we are shifting our focus to the post-95s generation."

He said, based on the company's research, people born after 1995 have shown significant differences in their entertainment consumption, as they are more willing to participate in events that combine the outdoors, fitness and healthy lifestyles.

"Though sub-culture used to be cool among the 85s and 90s, now being healthy is regarded as cool for the 95s," Lu said."So in Modern Sky Sports, we will focus on sports as an important part of their lifestyle."

The Wanderlust Yoga Festival is expecting 5,000 to 8,000 participants when it debuts in China.