i-amtv at Shanghai

Asian indie music may not be mainstream but is seeking to make waves via 3G mobile phones, personal media players, IPTV and online video networks.

The calm atmosphere of the 133-year-old Husi complex, now converted into a creative industry park, reverberated to unique and funky music.

Visitors to the recent NeoSpring Creative Festival enjoyed watching the performances by eight independent (indie) artistes and bands who did their usual alternative numbers. They were content with the appreciation of the small audience.

"The mainstream media still has limited knowledge and recognition of independent music, which is not well received by the general public yet," said Luo Hao, who is also known as iloop, from Beijing.

IGO, a Shanghai-based electro new wave band formed last year by JJay and B6, may have found an answer through its collaboration with i-amtv, also known as Independent Asian Music Television channel.

i-amtv is a new multi-platform music video channel aimed at bringing exciting elements of Asian indie music to 3G mobile phones, personal media players, IPTV and online video networks.

It sets out to unleash the music programming that probably cannot be found in MTV or other television networks. All indie musicians have to do is send i-amtv their works for dissemination via its partner networks or platforms.

So far, IGO has given i-amtv two music videos to be featured in various digital platforms. Some of the region's best acts like Twisted Machine (China), An Id Signal (Hong Kong), Art Thomya (Thailand), Pop Shuvit and Nao (Malaysia), Firebrands (Singapore), Kou Chou Ching (Taiwan) and Suck Stuff (South Korea) have signed up to work with the channel.

Music Kampany, set up by much-sought-after Malaysian musician Genervie Kam, was appointed by i-amtv founder and Wildwave CEO Stephen McCormack as its sole content acquisition representative in Asia.

Wildwave and Music Kampany were in Shanghai recently to promote the new i-amtv channel to prospective partners and Chinese indie bands. Wildwave has a wide distribution network including 3G phones, Joost, Apple ITMS, Sony PSP and Microsoft Zune as well as clients and partners like Vodafone, Apple, Telus, Setanta Media, Nokia and Cingular.

They also brought good news that Sony Connect would be i-amtv's worldwide distribution partner, making Asian indie music content available on the Sony PSP platform.

report by Chow How Ban, the star, malaysia

Category:

Music

Tags:

• i-amtv
• indie
• i-go