The rise of digital music has challenged the closed system of the traditional music industry. Providing independent bands and musicians with the necessary promotion and marketing tools to flourish in this new age of music. It is under this premise that the Renaissance Foundation, under the sponsorship of Create Hong Kong of the Government of the Hong Kong Special Administrative Region, launched the Ear Up Music record label creation and incubation program. A project aimed at empowering young Hong Kong music talents through education and mentor-ship, and to create a more sustainable and diverse music ecology.