David Luce and his founded company SHFT are pioneers in China's alternative nightlife and electronic music festival industry. From bringing out DJ Snake in 2013, special appearances by A$AP Rocky to Skrillex at their Underground events, SHFT has been a staple in bass and hip hop music. SHFT supported China's first large scale EDM Festival Storm as their guerrilla and digital marketing vendor, and has also supported other festival brands in China such as EDC. Luce leads SHFT's monthly international and local talent China tours, local talent management, international talent China Co-Management, brand client servicing, as well as owning several smaller scale festival IPs. For on the ground insights on China's electronic and hip hop music industry.