Marshall Stages Its Largest Live Music and Culture Event in Chengdu

Marshall has staged what it describes as its largest live music and culture experience to date, taking over Eastern Suburb Memory in Chengdu for a six-day program built around performances, exhibitions, workshops and China’s independent venue community.

Hosted in collaboration with Alibaba-owned ecommerce platform Tmall, Keep Live Music Alive brought established and emerging Chinese artists onto the same stages while extending the event beyond a conventional branded concert.

Chinese rock band Second Hand Rose led the music program. On August 8, the group performed alongside STOLEN, HYPER SLASH, Characterless and Fayzz, creating a lineup that connected different generations and styles within China’s live music scene.

Second Hand Rose has built its identity by combining rock with traditional Chinese musical and visual influences. Its participation gave Marshall a nationally recognized headliner while supporting the event’s broader focus on how artists, venues and audiences contribute to the development of live music culture.

The performances were accompanied by a brand exhibition inspired by Marshall’s factory in Bletchley, England. Original and classic amplifier models appeared alongside archive material, historical footage, a Lunar New Year edition and products from the Marshall x Hendrix 60th Anniversary Collection.

Visitors could also test Marshall guitar amplifiers and the company’s Acton IV and Stanmore IV home speakers. By placing consumer audio products inside a wider story about performance and music history, Marshall connected its retail portfolio with the stage culture on which the brand was built.

A separate Marshall Village shifted attention from performers to the infrastructure supporting them. Independent venues and music organizations represented included SCHOOL Bar in Beijing, OKOK in Shanghai, VOX Livehouse in Wuhan and Little Bar in Chengdu.

These spaces have helped artists build audiences and have played an important role in the growth of local music communities. “A live music scene is only as healthy as its venues and local communities,” said Nick Street, chief marketing officer of Marshall Group.

The Marshall Village also featured smaller performances, vinyl listening sessions, merchandise, interactive installations, industry discussions, workshops and live podcasts. Music and creative partners included MINTONE, AXIS, BIE and JEFF.Free PARK.