Jue-way to heaven(2)

However, another way to look at it is the company is promoting a few of their own events by bundling them with the city's regular music and art scene in a marketing package.

"A commercial venture is not altruistic," said Hamilton of Jue.

"But then again, I don't care if it is me or somebody else - just as long as it happens."

But branding Beijing as a "music Mecca" has proven difficult. In last year's Anholt-GfK Roper City Brands Index, a poll measuring the image and reputation of the world's cities, the Chinese capital performed poorly except ranking ninth in "presence."

"Every label has had at least one artist on their roster perform in China by now," Hamilton said. "Many of them came, and now they are wondering: 'What's the future?'"

But trying to market a city before it's ripe can be a double-edged sword. Can-Seng Ooi, professor at Copenhagen Business School and founder of academic business journal Asia Matters, believes the "unique story approach" can do as much harm as good.

"Places get branded as special and distinct, but we all know places are becoming increasingly similar," said Ooi, who also teaches a business course at Shanghai's Fudan University.

Also, Ooi points out that messages that resonate with locals may not necessarily resonate with outsiders, and vice versa. This could well be true about Jue, which has tailored its lineup lacking local heavy metal and hip-hop artists to fit marketing needs.

"This kind of festival could never have happened 10 years ago," explained bassist Liu Ke, whose shoe-gaze band Fuzzy Mood was approached by Jue to participate.

"Nowadays, you have all these sub-cultures, plus you can get to see some new stuff since half the events are free."

For more information visit: http://www.juefestival.com