Bai Mingli, farmer/folk singer, performs in a bar in Xi'an city. (huash.com)

Bai Mingli has been booked at a string of venues in the city in the past few weeks. He became famous after coming in the top ten at a folk song competition sponsored by the province's cultural department last month.

One bar owner who invited Bai to perform in his downtown bar said, "I know the folk songs Bai sings may not be commercial, but I want my bar to be special, with attractions that are different from others." Other bars and nightclubs have followed suit.

Bai's performances have attracted many customers. Some say his songs, the songs of their childhood, make them reminisce.

Bai learned to sing folk songs from the elders in the remote village where he was born and grew up, farming and grazing sheep.

According to Yun Enfeng, chairwoman of the Shaanxi Folk Songs Association and a famous folk singer in her own rite, what Bai performs is called Daoqing (express feelings). This style of song is often used by lovers to express their feelings to each other.

Yun said that since nowadays young people are bombarded with and so already know much about jazz and rap, they have a responsibility to promote local folk music. And, judging upon the popularity of Bai, it sounds like such music could have a real market.