Music Industry Ranks
Industry Spotlight: Christine Wang, Supervisor of International Marketing Department of Sony Music Entertainment China
During my recent trip to China for target = "_blank"> Music Matters conference in Hong Kong, I met Christine Wang in Beijing. Ms. Wang began in the music business MusicDish as an intern in 2007 and continued to rise to the music ranks to Supervisor of International Marketing Department of Sony Music Entertainment China. His knowledge and experience working on international list of Sony in China should be of interest to anyone considering breaking its music market. (See also The Music Matters – A window in Asia's music market)
[FED] So let's start with the basics. What are your department [Department of International Marketing] main responsibilities?
[CW] Our department is responsible for all matters related to international repertoire, including publication, production, press releases, marketing, promotions, events and strategic marketing. Everything is focused on promoting international artists in the roster of Sony Music in Chinese territory.
[FED] And what are their specific duties as supervisor of the department?
[CW] My duties include all the above, with a focus on production the preparation of all press releases, artist information, album and artist promotions through all media platforms. In addition, although we have a digital department, I am also responsible for online marketing and more than ten websites worldwide artist more Sony updates Music official site. In short, they are a smaller version of a label, with the exception of the role of A & R.
[FED] law, the list is given to you. But what list I have to say! What are some of the artists and projects that have worked on this year so far?
[CW] The shots that I worked on this year include Dido – Safe Trip Home, Pink – Funhouse, Oasis – Dig Out Your Soul Beyonce – I Am .. Sasha Fierce (2CD) Celine Dion – My Love: Essential Collection Last (2CD), Westlife – DVD Karaoke, John Legend – Evolver, Britney Spears – Circus, Christina Aguilera – Keeps Gettin 'Better – A Decade Of Hits, Il Divo – The Promise Sarah McLachlan - Closer: The Best Of Sarah McLachlan, The Fray – The Fray, David Archuleta – David Archuleta, David Cook – David Cook, Kelly Clarkson – All I Ever Wanted, and Michael Jackson's new album Version 4 (The Essential Michael Jackson, Thriller, Off The Wall, Invincible)
[FED] The biggest star on that list is Michael Jackson, who died recently. How the media Chinese react to death? And what was it for you as an intermediary of the principal means for the story?
[CW] Yes, death Michael Jackson has had a huge impact on us. You know how I learned of his death? The news was announced around 3 am Beijing time. I still remember clearly that morning. I was awakened by a phone call from a media seeking information about the album.
Media Chinese was so shocked by the death of Michael Jackson. The first radio in the morning he comes in, print and internet all wrote positive comments about his life and career. At noon, I had programs devoted to it on television. So it was really a wide coverage and lasted for a couple of weeks. TV shows are still stories of Michael Jackson's rotation every day. Our department provided information as much as we could to the public, including sending press releases and audio / video content to support the coverage of the media.
[FED] The artists working in some of the biggest names in the music industry. So what works in reaching the Chinese public radio, television, print media, web?
[CW] For international artists, the site naturally offers the most information, followed by radio and the press. In the case of radio, despite the dominance of the national repertoire, stations love to play the latest Western music and going to turn a single very often in the first two weeks, usually. Some radio tracking stations, including the U.S. charts or the United Kingdom.
But with regard to the artists who draw media attention: Beyonce, Britney Spears, Celine Dion, Christina Aguilera and Kelly Clarkson. All of them are good levels of print coverage, which also plays an important role to reach our audience.
As for television, is a very limited coverage for international content.
[FED] People are surprised when I say, "Chinese do not like Western music." Of course, not that I do not like Western music, but we Westerners tend to assume they do. So using the phrase to conduct a point: international repertoire represents a swath of China's market in general.
[CW] Yes, the code represents one very small portion of overall Chinese market. The national directory is very dominant. However, Chinese consumers like the big names and established pop / R & B artists such as Britney Spears, Christina Aguilera, Backstreet Boys, Westlife, Celine Dion, Barbra Streisand, Dido, Beyonce, Avril Lavigne, and Michael Jackson, of course. In recent years, rock bands and hip-hop artists have been gaining popularity. In terms of sales, however, the main stars Chinese pop seem to attract a wider audience.
[FED] How difficult is to create awareness about a new project?
[CW] It is relatively easy to create awareness in a new project for a world created artists. However, the difficulty lies in expanding the audience beyond their existing fan base, or even harder, breaking in new artists. Ten years ago, the national directory market was not very well developed. Were not as numerous as the stars of current pop. Most artists I had heard that in Taiwan, Hong Kong or the West.
But in recent ten years, the Chinese domestic market has grown dramatically. More people are paying attention to national repertoire now. This is particularly true for people with language barriers – in other words, the majority of Chinese – that are being offered to an increasing number of opportunities to enjoy music China rather than "forced" by the lack of options for listening to Western music.
Many assume that because the market is more open than before and young people have more experience abroad through higher education, there would be more people enjoying western music. And if While it is true that more people appreciate Western music today, while there are many new ways to access information and music. These people are innovative and creative way to discover unknown music. China's youth is more active than ever and are finding their own cultural identity through music.
The Chinese media market is extensive and complicated, unlike the U.S. market that is fragmented across genres and styles of life, such as, Radio Disney pop and hip hop Fountain. The lack of niche market in China makes it difficult to know that consumers are coming through a means of communication. This makes it particularly difficult to break new artists. For people who like Western music, but can not find a great music platform to know what is new, they tend to stick to established names, which makes this small group of very loyal to artists as Celine Dion and Dido.
To add to the point about the media, people working in the industry tend to have a preference for Chinese music. Therefore, DJs tend to play music more often China and journalists are more likely to cover the Chinese artists who know, rather than spend time learning about of developments in the Western music market. To create awareness among the media and consumers, education still has a long way to go.
[FED] The key point is that China maintains a very difficult market, largely because it is still in a development path, a copyright regime to support creativity. There is no doubt that the Chinese music industry and consumers will become increasingly sophisticated in the next decade. The question is how to position yourself to play a role in that development.
About the Author
MusicDish LLC is a veteran internet company that is composed of several divisions designed to help both indie artists and business professionals expand their reach in the digital world.
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