KEEP LIVE MUSIC ALIVE: MARSHALL LAUNCHES ITS LARGEST-EVER LIVE MUSIC AND CULTURE EXPERIENCE IN CHENGDU
Marshall launched its largest-ever live music festival, 'Keep Live Music Alive,' in Chengdu, China, in collaboration with Tmall. The six-day event featured a mix of established rock bands and emerging artists to celebrate the legacy of live music.
Why it matters
Demonstrates the growing importance of experiential marketing and cultural engagement for global brands in the Chinese market.
This August, Marshall took over Eastern Suburb Memory in Chengdu for Keep Live Music Alive—a six-day music and culture festival that is the first of its scale staged by Marshall anywhere in the world.
SHANGHAI , Aug. 11, 2026 /PRNewswire/ -- Hosted in collaboration with ecommerce platform Tmall, the festival brought together established headliners and underground acts alongside a loud lineup of community events and exhibitions all designed for one thing: the celebration of live music. Leading the performances were Second Hand Rose, one of China's defining rock bands, who joined a packed billing of artists and musicians representing multiple generations of Chinese music. Surrounding the live music, Marshall-themed exhibitions, a Marshall x Hendrix™ 60th Anniversary Collection showcase, and hands-on experiences, plus talks and workshops in the Marshall Village, created a community event where Marshall's legacy of supporting live music rang out loudly for the entire country to hear.
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