The Underground announces FWD Hong Kong as Title Sponsor of Inaugural MELLOW YELLOW MUSIC FESTIVAL @SummerFest on July 5, 2019
Leading independent Hong Kong music promoter The Underground is thrilled to announce insurer FWD Hong Kong as the title sponsor for the inaugural Mellow Yellow Music Festival (“Mellow Yellow"), a family-friendly and free-entry music festival taking place on July 5, 2019.
As a part of SummerFest 2019, a major summer program at Central Harbourfront Event Space co-organized with Central Venue Management, Mellow Yellow will focus on laid-back and relaxing music including folk, acoustic and light jazz, suitable for the whole family. It will offer a full line-up of both established and up-and-coming acts.
The Underground’s founder and director Chris B, who is also a mother to twin girls, says that the idea for Mellow Yellow was partly inspired when she first wanted to introduce her children to live music when they were around six years old, but they found it too loud.
“That’s why we were so keen to establish Mellow Yellow – a low-key festival that allows the whole family to appreciate diverse, quality music while spending time outdoors, enjoying great food and drink in a lively and fun environment,” Chris said. “It’s also an opportunity to show young people that there’s more than the typical pop music that they are usually exposed to.”
FWD Hong Kong, as title sponsor, aims to enrich the diversity of family friendly activities in the city. Paul Tse, Chief Marketing Officer, FWD Hong Kong & Macau said, “At FWD we’re passionate about engaging the community in meaningful ways to inspire them to celebrate living. We’re delighted to support Mellow Yellow as it gives us another opportunity to introduce more family-friendly and inspiring activities for everyone in our beloved city to enjoy."
Chris added, “2019 is the 15th anniversary of The Underground HK, and while we are better-known for promoting events showcasing bands and musicians ranging from rock to hardcore to electronica and more, we were keen to mark the occasion by launching a music festival featuring more acoustic and roots sounds. We’re confident Mellow Yellow Music Festival will become a key event on Hong Kong’s musical calendar.”
SummerFest 2019 transforms the Central Harbourfront Event Space into a series of free entry summer events. Mellow Yellow Music Festival will have a Main Stage featuring live music performances, a busking stage with solo and small groups of acoustic performers, booths with entertainment as well as a children’s area and food stalls.
For the main stage line-up, local performers who have already been confirmed, include Brigitte Mitchell (renowned for her sultry international jazz performances), Ewan Ho & The Movement (urban folk), Another Kitchen (pop-rock/jazz), R.O.O.T. (formed by Jan Curious, the lead singer of Chochukmo and Teriver Cheung), Mark Tai 戴晉揚 (original pop), CircleGuitar (acoustic) and 12.8 (Brit pop). On the busking stage, there will be acoustic performances from Dixie Lynne, Jennachord, Charlie Chan & Watergold 金水, Banyan Bay Ensemble, Gryphon Music 乘鷲音樂, Hunting Unicorns and SPAM.
Besides music, food and beverage will be supplied by The Flying Pan. A series of family friendly merchandise will be on sale, which include cool clothing with individualized stickers by Volcom and Island Wake, handmade copper utensils from India and a range of unique lifestyle items from The Spirit Haüs, and more.
Save the date – Friday July 5, 2019 ¬– and enjoy light, quality live music with family and friends and the first taste of the summer holidays! FREE ENTRY and all music lovers welcome!
Mellow Yellow Music Festival
Date: Friday, July 5, 2019
Time: 3pm - 9pm
Venue: Central Harbourfront Event Space, 9 Lung Wo Road, Central.
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