The bridge between Western artists and the Chinese music market.
Strategy, execution and cultural credibility in one place. We help artists, labels and DJs enter the fastest-growing major music market in the world and build something in it that lasts.
The opportunityChina is no longer a market you can postpone.
4th
Largest recorded music market in the world in 2025, overtaking Germany
IFPI Global Music Report 2026
+20%
Revenue growth in 2025 — the fastest-growing market in the global top 20
IFPI Global Music Report 2026
¥61.7bn
Live performance box office in 2025, across 194 million admissions
China Association of Performing Arts
1bn
Monthly users on Douyin, averaging 90+ minutes a day
QuestMobile, March 2026
Streaming is not where the money is. Average monthly spend per paying subscriber sits around ¥11.9 (£1.90), roughly a ninth of the UK. The prize is live, brand and fandom (and it is very large).
Tencent Music, Q4 2025
The problemMost China strategies fail before they start.
The instinct is to sign a distribution deal, get the catalogue onto NetEase and QQ Music, and wait. Nothing happens. The conclusion drawn is that the market doesn't work for this artist, when what actually happened is that distribution was never the constraint.
China is a licensing, platform, partner and rights-clearance problem. Five barriers sit between a Western artist and a working presence there:
1. Regulatory & Legal
A foreign performance work certificate alone runs 29 working days before the visa process even begins.
2. Structural
The industry ecosystem has no Western equivalent. Labels, platforms and promoters occupy different positions and hold different leverage.
3. Cultural
Content that performs in the UK routinely lands flat, or wrong, in China. Translation is the smallest part of the problem.
4. Platforms
Douyin, RED Note, NetEase and QQ Music each reward different behaviour. Cross-posting a UK content calendar does nothing.
5. Operational
Payments, rights registration, local entity requirements and on-the-ground execution across an eight-hour time difference.
What we doFive areas, one team.
Market Research
Sizing the opportunity honestly and mapping the entry points that actually exist for your artist — not the ones that exist in theory.
Chinese social content strategy
Platform-native content built for Douyin and RED Note, with translation and cultural adaptation handled properly.
Fan base development
Building an engaged community rather than a follower count. Chinese fandom operates on structures Western teams consistently underestimate.
Events, shows and brand partnerships
From launch parties and activations to festival showcases, in both markets.
Chinese DSP optimisation
Visibility on NetEase, QQ Music and Kugou — playlisting, metadata, editorial relationships.
Selected workArtists we've moved across the border.
Born in Ningbo, raised in Shoreditch. Signed globally to Rebellion Records in July 2026, with a separate distribution deal with ByteDance in August 2026.
Oscar Yuan
From a viral Douyin hit to first-ever performances outside Mainland China, at The Great Escape and ADE in 2025.
Silk Ye
Built her presence on Douyin and Xiaohongshu with a tailored content strategy, growing to 18K followers and 83K likes within six months, with an active fan community
Mili J
Ready to find out what China looks like for your artist?
Start with a free discovery call and you'll leave with an honest read on whether the market is worth your time right now.