Beyond the dancefloor: how & why Feed the Dragon is cultivating their community

When it comes to Asia’s underground music scenes, community is ever-integral yet often overlooked. With an increasing number of events, genres, and collectives vying for attention, standing out has never been more challenging.

But for many, success isn’t just about filling dancefloors—it’s about building something lasting.

In Hong Kong, where underground culture often struggles to find a dedicated space, Feed the Dragon (FTD) has cultivated a loyal family of artists, DJs, and fans through a variety of platforms—all bound by a shared love for UK music.

FTD started during an unlikely time: Hong Kong’s pandemic-era lockdowns. While restrictions kept many apart, they also created unexpected opportunities for community building. Isolation drew people closer, uncovering new niches and fostering connections that may not have existed otherwise.

In a city where UK influences exist but underground success is difficult, FTD seized the moment. Rather than follow the conventional event-break-event cycle, FTD has redefined what a collective can be.

More than just another promoter in an oversaturated scene, they’ve built a platform for emerging talent and fostered a community that keeps underground music alive in an ever-changing city.

Countless promoters come and go, often following the same formula. Standing out from the crowd by fostering a dedicated fanbase is often the key to longevity. Yes, we as fans like events, but we also like to feel a part of something bigger.

Since their inception, FTD has notched milestones, including but not limited to, events in Amsterdam, the UK, Hanoi, Seoul and Taipei, Keep Hush streams, radio shows across the world, featuring grime legend Killa P on a debut track, photobooks, merch, interviews, and hosting DJ workshops with Mean Gurls Club for International Women’s Day, as well as production workshops for budding artists. It’s been a busy few years for the collective.

All this has led up to now, the launch of their own label.

Read this next: Artists exciting us in 2025 / March

For FTD, community is more than just a word—it’s a guiding principle. Their focus isn’t solely on filling dance floors but on providing pathways for newcomers to enter the world of DJing, raving, and creativity. Whether through free workshops, mentoring young talent, or unique collaborations, they ensure that passionate individuals have a way to get involved.

“Our approach is simple,” they explain. “Give young, inspired people the tools to succeed—whether that means a place on a lineup or the guidance to step behind the decks for the first time.”

The collective also emphasises the importance of participation over passive consumption.

"During the pandemic, many young people missed out on traditional clubbing experiences, instead turning to online streams where culture was dictated by brands rather than shaped by individuals. It's crucial to remember that your community—your DJs, photographers, and crowd members—all contribute to the culture in their own ways. That’s what makes dance music so beautiful and integral."

Like all underground collectives, FTD has faced challenges. Venues are scarce and in high demand, with collectives often relying on temporary spaces or facing difficulties securing long-term leases.

Read this next: Survival of the Fitz

These challenges are compounded by migration patterns that have impacted audience numbers and the notoriously high cost of hosting events in Hong Kong, and the irregular rave culture in the city.

As one of the crew put it, "Apart from a brief period in the late 90s, early 2000s, raving has just never been a core part of Hong Kong youth culture or way of life. That being said though, I have definitely seen this change over the last couple of years due to the rise of ‘rave culture’ and dance music. I think a big part of that has stemmed from recorded sets and viral clips all across social media."

Solely relying on events for sustainability is risky, so FTD has built a brand that not only attracts a diverse crowd of young adults and music enthusiasts but also retains a dedicated following—offering longevity beyond one-off parties.

Read this next: Festivals in Asia to look forward to in 2025

Looking ahead, further diversification is on the horizon, starting with the Feed the Dragon label.

New labels emerge constantly, each facing its own set of challenges, but thanks to the foundation of support they’ve built, FTD’s label has already made an impact. Their debut release, 'Headtop' by MMEE featuring Killa P, made a bold statement—hitting the top spots on Beatport’s charts within its first week, an impressive feat for a label debut from Asia.

The accompanying video underscores the care, creativity, and attention to detail that define FTD’s work, and with a strong unreleased catalogue featuring artists from the UK, Japan, and beyond, the future looks promising. It doesn’t feel like a label built out of ego, but rather a label built out of passion.

Hong Kong, like any major city, is constantly evolving. It weeds out the casual players, leaving only the most dedicated, forward-thinking, and innovative standing. FTD proves that community—not short-lived commercial success—is the foundation of lasting culture.

[Images via CXUXU, Jake Aaron Morton & Tze Long]

Henry Cooper is a Writer at Mixmag Asia. Follow him on Instagram.

Cut through the noise—sign up for our weekly Scene Report or follow us on Instagram to get the latest from Asia and the Asian diaspora!