FRUKT GLOBAL SCENES #3 - The Rise Of Chinese Pop

China's music scene has undergone a remarkable transformation over the years, with young artists crafting a vibrant soundscape that mirrors the shifting tides of a rapidly innovating society. A mass adoption of streaming platforms and royalty-generating social channels has also helped the most populous nation in the world become one of the biggest global music industries, finally moving into the Top 10 in 2022, according to IFPI’s Global Music Report. Recently FRUKT worked with our client ibis to co-curate and program a major ibis MUSIC event in Shanghai, booking emerging stars Produce Pandas and Chen Hongli to perform.

China's journey into contemporary music began to take shape following the death of Mao in 1976, and as the world's influences began to trickle into the nation's cultural fabric, Chinese musicians were exposed to contemporary music with a fresh perspective. This newfound energy allowed them to explore and innovate in new directions, setting the stage for an increasingly forward-thinking scene. It should be noted that some artists considered part of this next wave of Chinese pop actually hail from Taiwan and Hong Kong, which are both culturally different states with contested sovereignty. Two of the biggest acts in the world come from these states - Jackson Wang (Hong Kong) and Jay Chou (Taiwan) but are hugely popular on the Chinese mainland, with Wang even recently launching into an impassioned pro-China speech during a recent live performance in London. As we’ll discuss later, this isn’t uncommon for artists in the region.

Despite the blossoming creative energy, the heavy hand of censorship has always cultivated an rigid set of confines around artistic expression in China. Musicians have been, and still are forced to manoeuvre carefully, steering clear of direct political critique or controversy. This has given rise to a distinctive approach among indie artists, who often cloak their messages in seemingly bizarre and obscure metaphors. Appearing enigmatic on the surface, many of these artists convey their messages beneath the surface, cleverly evading the scrutiny of censorship. In a country where calling a "spade a spade" is a dangerous move, these artists find alternative means to make their voices heard.

On the other side of China's musical spectrum, there is an unwavering emphasis on celebrating the nation and its successes. Remarkably, the rap genre, typically known for its social commentary and bravado, has become a powerful platform for artists to tout their homeland. Figures like The Higher Brothers (check their song ‘Made in China’ (below) which pokes fun at China's dominance in manufacturing) and TY (‘America’, in which he boasts of his indifference towards the United States) have become stars in their own right. Any form of artistry that promotes China's prosperity is welcomed and applauded, and Chinese TV show ‘The Rap of China’ found out the hard way that rejecting this policy would have serious setbacks. The show brought rap to the masses with over 1.3bn views in its first month as it fostered many now superstar acts, but it ended up as another example of government censorship after artists were forced to remove content deemed politically or socially offensive after series one.

Chinese pop (Cpop or sometimes known as Mandopop) is the dominant music in the country with an inoffensive and very clean-cut set of stars, and while it’s not taken over the world like Kpop, some key acts are finally beginning to reach Western playlists. WayV are touring large venues in Europe and the US next year, while there are newer acts with an edgier pop sound emerging as well, like influential record label 88 Rising’s new star Lexie Liu. Based in California, 88 Rising has nurtured many Asian acts to global success (including the aforementioned Higher Brothers and Jackson Wang) and is working with a roster of new talent, including several from China.

Many of the younger generation of Chinese artists are blazing a trail of their own, redefining the rules and reshaping their cultural landscape. Rejecting the toxic work culture epitomised by the infamous ‘996’ culture (working from 9 am to 9 pm, six days a week), they're embracing a lifestyle focussed on enjoyment rather than survival. The pandemic has only accelerated this shift, reflected by a profound impact on China's music scene.?

Live music, once a rarity, has surged in popularity, with major ticketing website Damai stating that February and March of this year saw 127% growth in ticket sales compared to the same period in 2019. China's recorded music revenues have also seen a remarkable spike, soaring by 28.4% in 2022 year-on-year according to the IFPI Global Report, with over 89% of these revenues attributed to music streaming, marking a significant shift away from piracy in how music is consumed. These developments have propelled China to the fifth position in the global music industries listings, surpassing even that of France, which sits at sixth. The juxtaposition of censorship and creativity has given birth to a musical scene that thrives on innovation, and as it forges its own path in the world of music, China's voice is one that is impossible to ignore.