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Upfront Music China 2009 VH1 Save the Music Music China, Asia’s largest international music show held from 13 –16 October minimal security, no air conditioning, smokers prevailed, food stands offered Donates $1 Million 2009, was “a huge success,” according to Evan Sha, deputy general manager, Messe basic Chinese dishes and the buyers were predominantly Westerners. to IPS Frankfurt Shanghai Co Ltd. “However, in “The show this year was a 180-degree In late November, VH1 Save the Mu- line with the current global economy our shift from that event. McDonalds, Papa sic ﬁnalized a $1 million donation to visitor numbers were 1.7 percent lower Johns, Wendy’s, Subway and a 7/11 along- Indianapolis Public Schools for their side a Starbucks set the tone for China’s elementary school music programs. new economic face in our industry. Huge Thanks to this donation, IPS has been elaborate stages, talented performers, ca- able to put mu- tered events, live on-stage bands with super sic programs into hi-tech sound systems were everywhere. each of its elemen- The greatest change was watching the tary schools, mak- Chinese sell to the Chinese. Far fewer ing it one of only westerners were seen on the show ﬂoor. a very few school It was China selling to China… and the systems to have than last year and those who did attend cash was ﬂowing like water. It looked like instrumental band the show were very happy with the ex- the Chinese decided to take over their programs for all of hibitor quality and high standard of our own show… without any doubt.” its elementary schools. fringe program events.” Music China 2009 was organized jointly The presentation was witnessed by In total, 42,499 visitors (40,001 local) by the China Music Instrument Associa- the donation’s beneﬁciaries: 645 IPS el- were reported to have visited – speak- tion (CMIA), INTEX Shanghai, and Messe ementary school band students will ac- ing to a commonly perceived trend that Frankfurt. The next show is scheduled for company the Indiana State University
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