A startup company in the city of Baotou, the Inner Mongolia autonomous region, in the hi-tech industrial development zone, says it's working hard to find new ways to combine ethnic culture and the Internet to bring great changes to the grasslands music industry and promote Inner Mongolian culture.

Hanggai concert in Hohhot, Inner Mongolia, with live global Internet broadcast. [Photo/Baotou Daily]

Art director (1st R) of www.mgyyw.com at 2015 Mongolian Content Summit. [Photo/www.nmgcb.com.cn]

The Hamug Culture Media Co, which started in 2005, has seen some progress in recent years in building China's biggest grasslands music website, helping cultivates musicians and bands, setting up a misuc base with more than 30,000 items, cooperating with media in the region in organizing activities and promotions.

Internet has been playing a crucial role in their work, making everything more efficient and brining people closer to Inner Mongolian culture.

Performers at 2015 Baotou Internet Spring Festival Gala. [photo/bt.wenming.cn]

The company organized a Baotou Internet Spring Festival Gala in 2014 and 2015, as a kind of new Spring Festival celebration and, this past Dec 12, it organized a concert in Hohhot, Inner Mongolia for Hanggai, a famous Chinese band.

The concert turned out to be a record-breaking show. It saw the highest box office earnings in the region for a 5-year period and was the first use of simultaneous Internet broadcasting, which attracted about 15,000 netizens.

Internet also helped the concert with advertising, ticket sales, and controls, and, that same month, Hamug's music site, www.mgyyw.com, opened a foreign station in Ulan Bator, Mongolia's capital, to promote the website's music, and let people listen to the latest Mongolian music.

Now, Hamug is busy organizing a 2016 Baotou Internet Spring Festival Gala, ready to bring more joy to the people of Baotou and the rest of the world via the Internet.