Israeli singer-songwriter Gilad Segev has dedicated himself to an ambitious project to present different perspectives of China via music, because of his love for the country.

In June 2020, Segev launched Project 34, a project in which Segev plans to write one original song for each of the 34 provincial-level regions in China every month, with every song encapsulating each place's characteristics and performed with notes that fuse Chinese music and global folk music.

Shout is based on the Laoqiang Opera of NW China's Shaanxi province that preserves the powerful sounds formed thousands of years ago on the Yellow River. The form is not just presented in the music itself, but also in the way it's performed with and the energy within.