Greater China: Underwear brand lends its name to Channel V festival

Maoren International's general manager, Du Han Wu, said: "The music festival will be an effective tool to highlight our brand positioning in enhancing the living experience through quality and sophistication."

Channel V anticipates 20,000 music fans will attend the festival, will be staged in the Jinshan beach area on the outskirts of Shanghai from August 20 to 21. Motorola (China) Electronics and China Resources Breweries' Snow Beer are also official sponsors. The brands will feature in on-stage games involving the audience at three warm-up concerts in Guangzhou, Shanghai and Beijing in addition to traditional media exposure, including TV ads promoting the event on Channel V and Shanghai Media Group.

Channel V is staging the festival together with Shanghai Media Group and the People's Government of Shanghai Jinshan District.

Summer Shake will feature performances by artists from South Korea, Taiwan, Hong Kong and mainland China, including BoA, Mayday, Kangta, Nicholas Tse, Beyond, Chang Chen Yue and Dong Bang Shin Ki.