Smashing Pumpkins' Billy Corgan: China is the future of rock music

TWENTY YEARS AFTER the release of their breakthrough album Siamese Dream, The Smashing Pumpkins will finally play their first gig in Hong Kong. Headed by Billy Corgan, the frontman and only remaining original member, the Pumpkins are scheduled to perform at AsiaWorld-Expo on August 13.

Corgan believes this landmark gig is a sign of the globalised times. In fact, he's expecting even more change to come. "For the last 50 years, the majority of rock'n'roll artists in the world have had to sing in English, because the Western world dictates what is legitimate in rock'n'roll," he says during an exclusive interview with 48 Hours.

"But once that's flipped economically and socially to, say, China, you'll have artists lining up to sing in Chinese because they will all want to penetrate that market. And that would instantly become the number one market in the world," he says.

Along with shifts in the global economy, the music industry has witnessed its share of changes during the past few decades. During his time in the spotlight, Corgan has seen mainstream tastes transition from 1990s alternative to bubblegum pop via Britney Spears, to nu metal and hip hop, and now to the celebration of indie music, and the careers of Justin Bieber and Nicki Minaj.

But throughout all the changes, The Smashing Pumpkins have remained critical and commercial darlings, which is why Corgan refers to the outfit as his band and his "brand".

His brand has been a success, with eight studio albums that envelop their listener in everything from guitar-heavy rock and metal to gothic rock, psychedelia and electronica, released since the band formed in 1988. With more than 245,000 people following his personal Twitter account, Corgan feels he has high expectations to live up to.