There’s no space for alternative music in Hong Kong. No media support, no live venues, no money for rent. That makes things like music festivals all but impossible. As Hong Kong’s most celebrated alternative music store, Zoo Records is dedicated to promoting live indie music by any means.

Hong Kong has too little space for live indie music, and too few people are exposed to it. A mobile phone is an affordable and accessible venue that can hold an audience of any size. Anyone with a mobile phone can experience live indie music, wherever they are. What’s more, a code hidden in a ticket is an intriguing hook for the hip and the young.

More than 10,000 attended the festival each night, and countless more got involved as concert clips were shared on Facebook, Twitter, YouTube and personal blogs. Zoo Records sold out 80% of the albums for those 8 performing bands. However, most importantly, alternative music came alive at tens of thousands of venues all over Hong Kong.