'Rock the Web!' goes viral
- By Jonathan Calkins
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E-mail China.org.cn, February 16, 2012
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"Rock the Web!" organizers officially start online competition in Beijing, Feb. 15, 2012. [China.org.cn] |
The kick-off ceremony for "Rock the Web!", the world's first online music competition, was held yesterday at the China Millennium Monument in downtown Beijing.
Co-sponsored by China.org.cn and "Rock the Web!" BJ limited, and organized by Lorwell Investment Company Ltd., event creative producer Ivan Koutikov promised that this competition will give young Chinese musical talents an opportunity to be seen and heard around the world.
Executive President of China.org.cn Li Jiaming noted that, "In an era of high-development and high-prosperity for Chinese culture, culture must be exported abroad. The "Rock the Web!" online global music talent search in Beijing is a great opportunity to promote Chinese culture and arts overseas."
China.org.cn, a news portal site under the State Council Information Office, provides China-related news in 10 languages to users from more than 200 countries and regions since 2000.
Produced by Hollywood professionals, "Rock the Web!" season one officially begins in Beijing on February 25, 2012, and will continue in multiple cities throughout Chinese mainland, Taiwan, and Hong Kong. The winner will be announced on July 15, 2012.
According to "Rock the Web!" guidelines, contestants need to be legal Chinese citizens or foreigners residing in China, and at least 16 years of age (born before July 15, 1995). To participate, contestants must upload a minimum of one original video of themselves singing in either English or Chinese to www.rocktheweb.cn. "Rock the Web!" winners are selected by viewers' SMS and online votes, as well as those of a panel of renowned international judges.
International judges include Scott Spock of the Matrix production team who has penned for Avril Lavigne, Rihanna and Enrique Iglesias. Also on the judging panel are Janis Siegel and Alan Paul of the nine-time Grammy winning group The Manhattan Transfer. Chinese judges include pop music icon Denise (丁薇), music producer Zhang Yadong (张亚东) and media celebrity Kelly Cha (查可欣). Saxophone legend Kenny G has also joined "Rock the Web!" as a "Rock the Web! Ambassador."
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Music producer Zhang Yadong responds to media questions at the kick-off ceremony for "Rock the Web!" held in Beijing, Feb. 15, 2012. [China.org.cn] |
Explaining the competition's origins, founder and executive producer Lou Jingyu said: "Cultivating new musical talent and promoting Chinese musical culture are my dreams, and are the reasons why we created "Rock the Web!". With top musicians and judges from China and the U.S. working hand-in-hand, music lovers are about to receive something they have never seen before." Lou also expressed his hope that this contest can be used to educate people about music: "China has no pop music education system. We hope that "Rock the Web!" will raise public awareness of Chinese pop music. This is a long-term process."
A shortlist of 12 finalists will be flown to Las Vegas for a "Rock the Web! Recording Academy" training camp. Seth Riggs, one of the music industry's most successful vocal coaches who worked with Michael Jackson and Ray Charles, will help develop their singing abilities. The overall contest winner will be rewarded with a trip to Hollywood to record a debut single with top international producers.
Zhang Yadong, one of the Chinese judges, told the press: "I think Chinese talent needs such an opportunity as this. We need to give young Chinese people a chance to communicate with international musicians and producers. I hope that we can see more musical talent emerge through this competition."
Zhang also admitted that China's domestic music environment is not performing well: "I think we should make pop music following international standards and communicate with international musicians so that we can keep up with global trends. We judges do not play the most important role in this event: new talent and their abilities are the most important."
Zhang Rui contributed to this story.
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