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According to the three-year agreement, Sennheiser Electronic Co Ltd, a Germany-based company which is a leading player in the production of audio equipment in the world, will provide top-notch audio facilities to the music hall, as well as financial sponsorship on a yearly basis.

"This collaboration is an important milestone in our continuous pursuit of perfection, and it's a privilege to be here in China," says Daniel Sennheiser, CEO of the German brand.

He says Sennheiser will send professional music engineers from the company to work with staff members in the concert hall, teaching them how to use the new audio facilities. The training and education process is also a part of the sponsorship, which will certainly benefit the concert hall, he says.

With help from the title sponsor, Senn-heiser Shanghai Concert Hall will be able improve the audio experience of concerts, says Li Jielu, a spokeswoman with the Shanghai Grand Theater Art Center. It will also introduce more initiatives to better serve the public and further promote classical music, as well as lower the average ticket cost so that more people can enjoy the facilities, she says.

In 2015, Sennheiser plans to build a recording studio in the concert hall to record and produce music for its own label.

The hall has been looking for a title sponsor since 2011, says Li. As a State-owned facility for public service, Shanghai Concert Hall has managed to operate on its box-office income, without government subsidy. "There has been quite a lot of financial pressure," Li says.

Shanghai Concert Hall was built in 1930 as China's first professional music hall. The building was moved southeastward by 66.46 meters in 2003. Shanghai was broadening its east-west transportation artery Yan'an Elevated Road at that time, and the vintage building was in the way.

Since its grand re-opening on Oct 1, 2004, Shanghai Concert Hall has hosted more than 200 shows every year.

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