Roots & Shoots, China's only registered, international non-profit organization, is holding its second Rock for Roots & Shoots concert to raise money to plant trees in Inner Mongolia. After the success of last autumn's concert, Roots & Shoots believes that pursuing the large number of nightlife-hungry expats is the most effective way to raise money and create awareness for their cause and its importance. "Having a concert is a great way to bring young people together, and it's a quick way to reach a lot of people," says Roots & Shoots Project Specialist Hilary Bauer. The Roots & Shoots Foundation, part of the Jane Goodall Institute, works mostly with Chinese public schools and university students on projects related to environmental and humanitarian causes. "With a concert, we can communicate with an audience that otherwise might not know about our organization," says Bauer.

While some Western-managed bars and clubs are showing interest in charities, most are still focused on surviving in the competitive Shanghai market. "For most clubs, charity is the last thing on their list," explains Brad Ferguson, 4Live manager who is helping to organize the Rock for Roots & Shoots event.

Other organizations in the city are also bringing their charity events to local clubs. "Charity events at clubs are fun and people already spend money there, so they're more willing to give it up for a good cause," says Carlos Maldonado of AA Solutions, an event planning company working with MAO to host a charity event auctioning off the Shanghai Hairy Crab Rugby Team. The money from the event will go to Xinxing Aid for Street Kids (ASK), a non-profit group that provides rehabilitation and general care to street kids living in China. "Shanghai is a money-making city, so it's harder to do these [charity] events. But in the end, if you give, you get," says MAO Manager DeeCee.

The idea of charities and the positive role they can play in creating a nightclub's brand identity is a new concept in China, and the process is slow. Aaron Low, CEO of USAY, an online business networking company, sees many obstacles for charities to overcome. "Combining charity and nightlife makes sense because clubs are where many expats spend a lot of their income," says Low. "But many businesses in Shanghai don't want to do something if they can’t earn money for themselves." While Chinese charities are still developing, there is hope. "It's an educational process, but I think in the coming years young people will start to pay more attention to charities," says Low.

Caleb March

The Details:

What:

Rock for Roots & Shoots

When:

Nov. 10, 7pm

Where:

4Live

Cost:

¥50

Tel:

6415-0700