Panel Talk – Independent on the Move: Touring Without a Backing

Jef Vreys is founder and musical director for New Noise China, a concert promoter and booking agency based in Chengdu, China who have established themselves as one of the biggest independent concert organisers in China. Over the last 17 years, New Noise have promoted over 800 shows in China and booked tours for many international bands in other parts of Asia including Explosions in the Sky, Iron & Wine, Mogwai, Tortoise, MEW, The fin., MONO, toe, Múm, Alcest, deafheaven and more, earning them a reputation as one of China’s best and most reliable concert promoters.

New Noise is one of the leading vinyl labels in China as well, with their flagship store based in Chengdu, they distribute and sell large quantities of vinyl for indie bands from all over the world. Since early 2020 New Noise has also put out some beautiful releases for bands like MONO, Pg.Lost, Wang Wen, Stolen, and The fin.

Jef Vreys has worked in the music industry for more than 15 years and has worked as tour manager, booking agent and creative manager for New Noise China, Groezrock Festival and the Made in Chengdu Festival.

Based in Seoul and Tokyo, Koki Yahata has been working as a freelance promoter, booking agent, A&R, and project coordinator since 2011, following 10 years of experience as an international A&R at the Japanese independent record label P-Vine Records.

In recent years, he has been part of the programming team for Incheon Pentaport Rock Festival, as well as a core member of the newly launched Asian Pop Festival.

Daniel Borces is a guitarist and songwriter who has shaped the sound of several projects, most notably as a core member of Singapore indie-rock band Subsonic Eye. The band has released five full-length albums and toured extensively overseas. Outside of writing and performing, Daniel takes care of the behind-the-scenes work of band life, from emails and social media to tour planning, visas, and keeping all the moving parts together.

Ai Jing is the founder of Haze Sounds, former Head of International Booking at Showstart (Taihe Music Group), and former Artist Director of RYE Music Festival. Born and raised in Beijing, he studied Music Recording & Production at Stavanger University, Norway, and holds a Master’s degree in Entrepreneurship from KTH, Sweden. Since beginning his career in 2006, Ai Jing has been a driving force in the music industry, bringing international artists to China and managing bookings for multiple Chinese music festivals.

At the same time, he actively promotes Chinese bands abroad, connecting young, talented acts with global opportunities. International artists he has worked with include Amadou & Mariam, Angus & Julia Stone, Aurora, Bubble Tea And Cigarettes, Carl Barat, DYGL, Fitz and The Tantrums, Flyying Colours, Gang Of Four, Jake Bugg, Jesus & Mary Chain, Kings Of Convenience, Kodaline, Slowdive, Snow Patrol, The Vaccines, Wolf Alice, and Yuck.

Chinese artists he manages and books internationally include Acid Accident, Carsick Cars, Daydream Secrets, Default, Fancy Wall, Green Deer, KyoYoko, Sleepwalkin’ Zoo, and Zoogazers.

David is a music export professional and a festival director/producer. With Steady State Records he co-owns AXEAN Festival–a showcase festival that has showcased more than 200 acts to nearly 15,000 physical and 50,000 online audience and secured close to 100 opportunities for them. He also runs festivals in Singapore as festival director/producer and does music programming. The company also exports Singaporean bands to both consumer/commercial festivals and showcase festivals.

Music wise, David is one-third of award-winning indie-pop band Club Mild, playing in festivals all over Asia, headlining local festivals and opening for international touring acts.