Meanwhile Engstroem worked at Deutsche Grammophon between 1999 and 2005, during which time he signed Chinese pianists Lang Lang, Li Yundi and Yuja Wang.

Engstroem says that, compared with the past, artists have to be more commercial, and it can be tricky drawing a line between being a classical musician and a pop star. He believes Lang Lang is a good example of this.

"Basically he is a classical pianist, but he has achieved so much popularity, a pop star status. He is a role model for young people - not only young musicians but normal young people," he says.

"Classical music is dying out, but luckily we have these young talents. All the artists and managers should work together to develop new audiences and to change the old fashion and stereotype of classical music.

"We can have concerts in the morning and afternoon, not only the evening. It's not necessary to wear black and white tuxedos to concerts, and we can have a musician who is like a rock star."

The Verbier Festival Chamber Orchestra is touring China. Thursday's concert at the National Center for the Performing Arts featured Russian violinist Kirill Troussov and Chinese violinist Gao Can and cellist Zhou Mi.

The orchestra will continue to perform in Shanghai (March 1), Guangzhou (March 2), Shenzhen (March 3) and Hong Kong (March 4).

The musicians will give master classes to students at the Central Conservatory of Music and Shanghai Conservatory.

chenjie@chinadaily.com.cn