We were thrilled to sit down with Chris B, the legendary driving force and founder of The Underground HK. As The Underground celebrates its monumental 21st Anniversary, Chris B joins us to share her incredible journey, the challenges of fostering a vibrant live music culture, and the exciting plans to mark this major milestone!

Q1: Hi Chris, congratulations on the 21st anniversary of The Underground HK! First of all, could you please introduce The Underground HK to our readers? How does The Underground HK operate, and what is your personal role within?

The Underground HK is an independent platform accidentally set up in 2004 dedicated to showcasing original music talent in Hong Kong. We operate by organising regular live music events that give local artists, both emerging and established, the chance to perform their own music. Generally, as co-founder, my role spans event curation, promoting the shows, and acting as an advocate for our vibrant local live music scene.

Q2: Running an independent music platform for 21 years must have presented numerous hurdles, from venue changes to industry shifts. How have managed to shape and sustain The Underground's significant presence in Hong Kong's music landscape over more than two decades?

Moving between countless venues (one of our ethos is using other people's venues, so we can focus on the line-up rather than simply making sure the bills are paid). Being adaptable is really important. And being willing to make mistakes and learn.

Q3: Across hundreds of shows and countless bands, what are one or two standout performances, events, or experiences that truly encapsulate the spirit of The Underground for you?

It’s difficult to choose, as there have been so many amazing moments. There has been several times, when unknown bands have given outstanding performances that everyone was talking about them afterwards - some of them grew into one of Hong Kong’s prominent acts (Supper Moment, ToNick, RubberBand)
https://undergroundhk.com/reviews/band-reviews/supper-moment
https://undergroundhk.com/reviews/band-reviews/tonick
https://undergroundhk.com/reviews/band-reviews/wu-fei-tzu

Q4: Beyond just hosting shows, The Underground has clearly cultivated a strong and loyal community of musicians, artists, and music lovers. What has been key to fostering that unique sense of belonging and support?

For us, the sense of community at The Underground is about so much more than just putting on gigs—it’s about building lasting connections and really listening to people. Every couple of weeks, we send out an (email) newsletter to fellow live music lovers, keeping everyone up to date on our events as well as sharing news from Hong Kong’s music scene. At our shows, we chat with the audience, asking what bands and styles they like, and genuinely take their suggestions on board.

Sometimes, we even create shows in collaboration with musicians and bands, simply for the joy of coming together and sharing music. And over 21 years, we’ve had people come and put in time and effort, whether it was making posters, doing backstage work, or reviewing bands (did you know that we have reviews of every band that’s ever performed at an Underground event?). We’ve had team members meet and fall in love because of the Underground—it’s really sweet. The love of live music and the shared belief that there are great bands in Hong Kong have helped build such a loyal and supportive Underground family over the years.

Q5: Over two decades, music tastes, venues, and technology have changed dramatically. How have the challenges & opportunities for The Underground evolved from 20 years ago, 10 years ago, to today?

Music and technology have evolved considerably since The Underground began. Not so much venues, hahaha.
When we first started, it was MySpace and handing out physical flyers outside shows—Instagram and YouTube hadn’t even been invented!

Now, it’s good that we don’t have to waste so much paper. Using social media is a must to reach more audiences. It also allows people to tell us what they want to see and hear, and what concepts are attractive, etc.
Overall, I’m not sure music tastes have changed much—there are always niche crowds for various niche genres (metal, bedroom pop, etc.).
The usual challenge we have is higher venue costs and not enough venues.

What’s become more important in recent years is that people really want to connect with others through live music, either as a performer, an audience member, or both. That moment of being in the present when you’re watching some amazing musicians and feeling the music through your body, in your ears, and your eyes—all your senses are captivated. Nothing beats being at a great gig!

Q6: Could you share more about the preparations for the 21st anniversary festival? What has been the major challenge, and what are your key criteria for selecting the artists?

Organising the anniversary festival involved months of planning—we chose to make the entire Fringe Club an experience. Not only did we have two stages with alternating music, but we also had food and drink available in a chill-out area, so people could have time to catch up with friends, sit down for a moment, people-watch, and just generally enjoy the atmosphere.

Coordinating logistics and curating a line-up that truly reflects Hong Kong’s musical diversity was a major undertaking. One major challenge was balancing budget constraints whilst ensuring the festival was accessible and memorable. When selecting artists, I look at originality, ability to engage the crowd, and diversity, aiming to represent the city’s vibrant music ecosystem. Some artists have a stronger "festival" flavour and some are simply fantastic musicians. We know the bands themselves feel the same way, as they often go all out with stage costumes and give 200% to their performances.

Q7: Sponsorships & partnerships are always a crucial topic of events & festivals. What is your strategy for negotiating potential sponsorship for a music event like The Underground 21st Anniversary Festival in Hong Kong?

Securing sponsorships and partnerships is always a vital part of making The Underground’s major events possible. My approach starts with identifying brands and organisations whose values align with ours—those passionate about music, creativity, and community in Hong Kong—then reaching out to them first with an introductory teaser, followed by a more detailed (PowerPoint!) proposal. The Underground has a unique audience profile, and we are very flexible and open to each sponsor's goals. Most importantly, we want sponsors who want to engage meaningfully with the local music community and who see their involvement as a chance to make a lasting impact on Hong Kong’s cultural landscape.

Q8: Looking ahead, what are your hopes, dreams, or specific plans for The Underground's next chapter?

Looking ahead, I hope The Underground remains a home for original music and continues inspiring Hong Kong’s vibrant scene as it grows and changes. We have some exciting events lined up this November and are already planning a big Winter Festival (冬季音樂祭) in January 2026, which I’m really looking forward to sharing with everyone.

I’d love to see us expand our reach further—collaborating with more partners around Asia, launching workshops that inspire our community, and supporting even more diverse talent from across the city. I’m especially keen to get more young people involved, not just as performers but as organisers and fans, and to keep breaking down barriers for independent musicians. Live music brings people together in such a unique way, and my dream for The Underground’s next chapter is to keep building spaces for discovery, connection, and creativity in every way we can.

(Photo Credit: Aaron Michelson)