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Establishing a music business in China

Test Your Knowledge: Can you answer the below questions about China?

- China’s Population

- Capital of China

- Name 5 Cities in China besides Shanghai, Beijing,

- Name 5 Chinese Music Artists

- Name the biggest selling music artist in terms of CRBTs (China Ringback Tones)

- How Many Music Festivals are in China?

- Name the Chinese Equivalent of YouTube, Facebook, Twitter, and MSN

If you were able to answer all 7 questions, then there may be a future for you in the Chinese Music industry.

The headline: China is worth the investment but you can’t import a western music model and drop it into China.

With internet users equal to the US, mobile phone users triple in size to the US, and a growing Chinese middle class expected to double in size – China may well be on its way to building a formidable music business.

However, it will not be easy.  While the western countries have experienced a free exploration of music, China has been in a constrained music sphere and has only recently, in the last two decades, allowed international music artist to perform.  Even now, barriers exist for international companies and artist to penetration the music industry and for local Chinese music to succeed.   To be successful, you should:

1. Build presence locally first.  You need to have success at home before you enter China.

2. Be willing to breakeven or lose money at least once.

3. Build a Chinese version of website

4. Get help from a native Chinese speaker

5. Find a local partner that believes in your company or group

China will play a huge role in the 21st century but accessing the Chinese market is not a get rich quick scheme.  If you want to be a part of China, you have to be in it for the long-term.

One Comment on “Establishing a music business in China”

  • Joshua Cheek

    - China’s Population: 1.6 Billion (the figures are understated. I have this from a member of the CPC).

    - Capital of China: Beijing (formally Beiping) since established by the Ming Emperor Yongle in 1403, with several excursions to Nanjing.

    - Name 5 Cities in China besides Shanghai, Beijing: Guangzhou, Xian, Shenzhen, Hangzhou, Suzhou, Nanjing, Dalian, etc.

    - Name 5 Chinese Music Artists: Ayouduo, Song Zuying, Deng Lijun (Teresa Teng), Faye Wong (Wong Fei), Peng Liyuan, Sa Dingding

    - Name the biggest selling music artist in terms of CRBTs (China Ringback Tones): Deng Lijun (Teresa Teng)

    - How Many Music Festivals are in China? Which genre? Rock? Traditional? Classical?

    - Name the Chinese Equivalent of YouTube, Facebook, Twitter, and MSN
    YouTube: Tuduo and 56.com
    Facebook: Xiaonai,Yiqi – neither are very popular.
    Twitter and MSN: QQ rules the Chinese IM aether!

    What do I win???

    Jamila, I appreciate VERY much what you are saying. My experience is from the OPPOSUITE perspective – promoting Chinese music and artists in the west, so perhaps my perspective is unique and different.

    Working the music business in China is compares favorably to sopping yourself down with blood and chum and diving into a shark tank! Your points 2 and 5 are definitely related. You will LOSE a ton of money for an indefinite period while you try to find a local partner. Sincerity is of NO benefit dealing in the Chinese market. Contracts are nothing more than practice in the art of arguement and will dutifully be ignored the minute the ink has dried!

    I agree COMPLETELY AND UTTERLY with your points 3 and 4! A competent Chinese-language website is ESSENTIAL! So is finding a competent interpreter you can TRUST! Do NOT accept interpreters provided by your contacts or Chinese partners! TRUST ME ON THIS! I brought my own translator to a meeting (she was a colege student, totally unattaced to the music industry) and I was STUNNED at what my “partner” was saying during the meeting!

    Is there potential? Yes. On both sides. There is a market for western acts in China; and for my part, Chinese music is one of the most ancient, beautiful and complex arts produced by humanity. I cannot say the same for Mandopop or Cantopop… and there is passing interest in Chinese Rock and Punk (but it has a LONG WAY to go before rivalling J-Pop or Japan’s music scene…).

    Final advice? LOVE China or you will end up HATING China! This is a PERILOUS market! On the bright side, as Vietnam’s economy grows more robust, more artistic opportunities will develop! The food is great, the people are beautiful and the culture is also amazingly complex – though blessedly more transparent than China’s. Tony Bourdaine laoves Vietnam… he may have a point!

    April 2nd, 2010 1:50 am

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