His strategy for building up the label is corporatizing concerts.

Song's first move will be staging 10 shows by rock singer-songwriter Wang Feng. Wang staged eight performances nationwide in 2011. Evergrande will hold 10 concerts for Wang within five months in 2012 - at least two concerts a month, Song says.

"The systematic management of concerts not only promotes the musician and his music but also builds up the organizer's image in the concert sector," Song says.

The gurus say they'll not only host performances by established stars but will also discover new talent.

The company's first new singer-songwriter is 16-year-old Zhou Ziyan, who rose to fame by playing guitar in online videos. She will release four albums under the label.

The company will recruit musicians and producers with whom they've long cooperated, Wu says.

Evergrande Music's chairman Wu Xuedan says the real estate company's investment "sustains the music industry's future".

The label isn't the company's first non-real estate venture. In 2010, it bought the Guangzhou Football Team for 100 million yuan and renamed it the Guangzhou Evergrande Football Club. The soccer team is the current Chinese Super League champion.