Overview
Marshall Group announced the launch of Keep Live Music Alive, a six‑day music and culture festival held at Eastern Suburb Memory in Chengdu during August 2026. The event, described as the first of its scale staged by Marshall globally, was organized in collaboration with e‑commerce platform Tmall and aimed to celebrate live music across generations.
Festival Highlights
The festival opened on 8 August with a headline performance by Second Hand Rose, one of China’s defining rock bands. They shared the stage with STOLEN, HYPER SLASH, Characterless, and Fayzz, creating a lineup that blended established rock legends with emerging indie talent. Throughout the six days, additional artists representing multiple generations of Chinese music performed, reinforcing the festival’s theme of inter‑generational musical exchange.
Exhibition and Marshall Village
An accompanying exhibition recreated the atmosphere of the historic Bletchley Marshall factory in the UK, displaying original and classic Marshall amplifiers, a Lunar New Year Edition, and rare archival pieces. Central to the exhibition was a dedicated Marshall × Hendrix™ 60th Anniversary Collection, highlighting the historic partnership between the legendary guitarist and the brand. Attendees could also interact with Marshall’s Acton IV and Stanmore IV home speakers, experiencing studio‑grade sound in a domestic setting.
The Marshall Village hosted a gathering of venues and labels from across China, including Beijing’s SCHOOL Bar, Shanghai’s OKOK, Wuhan’s VOX Livehouse, and Chengdu’s Little Bar. These entities showcased their role in nurturing the nation’s live‑music ecosystem. Additional pop‑up stages, vinyl listening parties, exclusive merchandise, and interactive installations were presented in partnership with creative collaborators MINTONE, AXIS, BIE, and JEFF.Free PARK. Industry talks, workshops, and live podcasts further deepened the dialogue around live‑music culture.
Partnership Quote
Nick Street, Chief Marketing Officer of Marshall Group, emphasized the importance of venues and local communities, stating: “A live music scene is only as healthy as its venues and local communities. They give artists a place to play and meet, and they keep musicians, fans and a city’s music culture connected.”
Amplify Initiative
Marshall highlighted its Amplify program, which commits an amount equal to 1 % of member purchases on marshall.com toward supporting independent music venues, starting with grassroots locations. The initiative underscores Marshall’s long‑term commitment to sustaining live‑music infrastructure in China.
Company Background
Marshall Group, the audio, tech, and design powerhouse behind the festival, employs approximately 800 staff and sells its iconic products in over 90 markets worldwide. The brand’s legacy spans more than six decades of amplifying rock‑n‑roll on stage, at home, and on the go.
Further Information
For additional details about the festival or the Amplify program, readers are directed to marshall.com/amplify. Press inquiries can be directed to local press agencies or via the Marshall press portal.