"It started with what Modern Sky prides itself most: music. We can provide musical content that will appeal to children and the whole family," says Wuli, vice-president of Modern Sky, who is the co-founder of Modern Sky Kids. "We've been talking about launching a label for kids for about two years and we believe that music festivals shouldn't be reserved for just grown-ups."

What helped develop the idea further was when a number of female artists became mothers.

The main hosts of Modern Sky Kids, for instance, include four famous moms. Former model, actress and the wife of rock musician Peng Tan, Chang Chunxiao, Chinese-American singer-songwriter, Kelly Cha, lead vocalist of Beijing-based rock band, Pet Conspiracy, Yun Yun, and lead vocalist of rock band DH & Chinese Hellcats, Wang Hui.

The four mothers will perform with their children on the Strawberry Seeds Stage.

Kelly Cha has just released her latest single, titled Koochi Koochi Beep Beep, on Friday, on which she collaborates with her 3-and-a-half-year-old son.

According to Wuli, once the idea took shape that it was possible to stage a festival centered around kids, there was the idea of a family-friendly weekend happening near a beach.

"The DNA of the music festival is still quintessentially Modern Sky, so, as we did with Strawberry Music Festival, where the audience could discover new music and communicate with real fans, Strawberry Seeds Music Festival will expose the children to fun music and activities," says Wuli.

"As for the parents, it's an opportunity to enjoy music with their kids."