China-based music company Modern Sky has partnered with California-based Steel Wool Entertainment, with plans to bring the Chinese music festival Strawberry Festival to the US.
The partnership includes a strategic investment and will include developing and expanding the Strawberry brand in the US, according to an announcement on Tuesday (December 9).
Financial terms of the investment were not disclosed.
Steel Wool Entertainment, a music entertainment company founded by Kevin Morrow, will also assist Modern Sky in supporting independent artists seeking international reach.
“We wish to bring more world-class Western music into China and share the creativity of Chinese artists with the world.”
Shen Lihui, Modern Sky
Morrow, a former Vice President of touring at Live Nation New York, brings three decades of industry experience to the partnership. Steel Wool has worked with artists including Anderson .Paak, Amber Liu, Hayley Kiyoko, Jez Dior and more.
He founded Steel Wool in 2012. It focuses on connecting Asian and American music markets through artist management, live production, and consulting services.
Meanwhile, Modern Sky, established in 1997, operates as a music record company. It operates subsidiaries that handle music publishing, artist management, live music, performance venues, recording and production, visual arts, retail and commercial spaces.
Modern Sky operates what it describes as a “music + lifestyle” business model.
“It’s a great opportunity to partner with Modern Sky and founder Lihui, who developed a company and the Strawberry Festival that’s synonymous with Chinese music.”
Kevin Morrow, Steel Wool Entertainment
Shen Lihui, founder and CEO of Modern Sky, said: “Partnering with Kevin and Steel Wool Entertainment opens new doors for cultural exchange. We wish to bring more world-class Western music into China and share the creativity of Chinese artists with the world.”
Kevin Morrow, CEO of Steel Wool Entertainment, added: “It’s a great opportunity to partner with Modern Sky and founder Lihui, who developed a company and the Strawberry Festival that’s synonymous with Chinese music. I look forward to helping the company grow and their future endeavors around the world.”
For Modern Sky, the new partnership follows its deals with Universal Music Group and UK-born music company ATC Group last year. In 2023, Modern Sky’s UK unit struck a global sales and distribution deal with Virgin Music UK.
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