Jue-way to heaven

In Beijing, the term "music festival" has gradually been losing its charm. It has come to mean a gathering on a remote plain destined to be developed into prime real estate, featuring the same bands, poor sound and crowds where bored locals outnumber music fans.

"I think that with the current festival landscape frankly out of control, it's important to tweak that image," said Jon Campbell, author of Red Rock: The Long, Strange March of Rock and Roll, and 2006-07 Midi Festival advisor.

After "losing his shirt" on a similar, one-off event on open ground, concert promoter Archie Hamilton adopted urban tactics. "I asked myself: 'How do I avoid doing this again? How do I spread out the risk?'" said Hamilton, Splitworks' managing director, of the 2007 Yue concert, a predecessor to Jue.

Now in its fourth year, Jue Festival (jue means "senses" in Chinese) bundles over 50 music and art events at Beijing and Shanghai venues, peppered with standouts such as Grammy-nominated indie rockers Death Cab for Cutie at Tango 3/F this Saturday night. "An advantage is that they promote the shows for you, which makes it a lot easier for bands that don't have any experience," said Shanghai-based promoter Abe Deyo, who sought out Jue to help push Norwegian jazz trio Excess Luggage, which performs tonight.

According to Hamilton, the festival is an effort to present Beijing's artistic climate to the world.

"It's important for all of us to get together and promote high-density culture," he said. "We just need to put our best foot forward and it will be compelling."