As the music festival scene grows in China, organizers are looking to go beyond first-tier cities like Beijing and Shanghai because they aren't the only places people want to rock.

"We have seen festivals go from purely on the coast to further into the interior," says Eric de Fontenay, owner of Music Dish. "I think there is really untapped demand in these other regions."

Music Dish China, a media company with a history of sponsoring China's leading music festivals, announced recently that it will be a sponsor of the Play Rock Music Festival in Hefei, China. Hefei is the capital of China's eastern Anhui province, and Play Rock has become China's third-largest music festival in only its third year running.