Skid Row opened this year's Midi Music Festival on Friday. File photo

Midi Music Festival may have to start sharpening its identity.

The festival began in 1999 as the first Chinese rock festival with taste - one that made a point of going deep to bring together original mainland rock acts and the rock fans of China.

It helped build up Chinese rock culture and continue the development of Chinese outdoor music festival culture.

With one big opening night and two follow-up events, the festival has still managed to go fairly deep into new musical territory.

The festival's 10-year anniversary celebration last May attracted 50,000 to 60,000 people. This year's festival, while relatively smaller, is expected to treat more fans during the National Day holiday.

Over the last few years, more festivals have popped up with similar consumers in mind. Some of these include the Beijing-based Modern Sky Music Festival, Beijing Pop Music Festival, Snow Mountain Music Festival, held in Lijiang, Yunnan province, and Zebra Music Festival, based in Chengdu, capital of Sichuan province.

Despite those successful competitors selling different artists and travel destinations, Midi remains a magnet for music lovers.

Skid Row opened the event on Oct 2 at the Star Live. The New Jersey band was followed by mainland rockers Miserable Faith and Face, who made their debut performance at Midi's first festival in 2000.

On Oct 23 and 24, Midi will present 18 diverse rock bands at Beijing's 798 art zone. According to Zhang Fan, the founder of Midi Music Festival, these bands speak for Chinese rock culture as it stands today.

"We have seen lots of bands coming up during the past 10 years. Some of the young people who attended the first Midi Music Festival have started their own bands today," Zhang says.

"We are happy to be the leader in introducing and spreading rock culture in China, and we want to do more."

Zhang says the first rock music awards will be held on Oct 24.

"There are many kinds of music award ceremonies in China, most of which are for pop music singers and songwriters. Now, as rock culture grows stronger, it's time to have an award ceremony for rock musicians," Zhang says.

"It will be solemn and impartial. We will offer a stage for rock musicians to be recognized, and cultivate new rock bands and singers in China."