Promoting your music in China
With over 170 million paying music subscribers and a rapidly expanding live venue infrastructure, mainland China has become one of the most lucrative and exciting growth frontiers for international independent artists and record labels.
However, because Western platforms like Spotify, Apple Music, Instagram, TikTok, and YouTube sit behind the Great Firewall, many artists feel completely locked out. The reality is that China has a thriving, highly social digital music ecosystem.
This comprehensive guide breaks down everything a Western artist needs to know to build an audience, partner with local marketing agencies, and book a tour in China.
Step 1: Streaming & DSPs – Beyond Spotify
Spotify and Apple Music do not dominate mainland China. Instead, two corporate ecosystems control digital streaming: Tencent Music Entertainment (TME) and NetEase Cloud Music.
1. Tencent Music Entertainment (TME)
TME holds approximately 70% of China's streaming market across three distinct platforms:
QQ Music: Popular with urban listeners, pop fans, and mainstream hit-seekers.
Kugou & Kuwo: Massive reach in Tier 2 and Tier 3 cities, with deep karaoke integrations.
2. NetEase Cloud Music (NCM)
NetEase is the official hub for indie, rock, electronic, hip-hop, and alternative genres.
Why Indie Artists Love NetEase: The comment section under songs on NetEase acts like a social network. Fans share personal stories, write long reviews, and tip artists directly in-app.
Distribution & Artist Verification
To distribute your music, you can opt into China delivery via Western aggregators like DistroKid or TuneCore, or partner with specialized local distributors like Kanjian Music or Musicinfo for direct pitching support.
Once your catalog is live, claim your Official Verified Artist Badge ("the blue tick"). Verification unlocks direct fan messaging, community post publishing, and editorial playlist submission.
Step 2: Social Media Behind the Great Firewall
Simply uploading tracks to streaming apps isn't enough. You must build a social presence on China’s localized platforms to drive traffic:
Short video clips, trending audio hooks, lip-syncs, and behind-the-scenes moments.
Instagram / Pinterest / Xiaohongshu (RED) Aesthetic photo sets, fashion/lifestyle vlogs, gear breakdowns, and personal touring stories.
YouTube Bilibili Full-length music videos, acoustic live sessions, documentary vlogs, and studio breakdowns.
X (Twitter) Weibo Official tour announcements, single releases, and text/image updates.
WhatsApp / Email WeChat (Public Account) Direct fan club updates, newsletter updates, and VIP ticket presales.
Step 3: Partnering with China-Focused Marketing Agencies
To scale effectively without making costly cultural mistakes, Western artists often work with specialized agencies. These partners handle Mandarin translation, local social account management, press distribution, and Key Opinion Leader (KOL) pitching.
Marketing & PR Specialist Agencies (e.g., Groove Dynasty, Outdustry): They manage daily social accounts, craft localized Mandarin posts, and run targeted influencer/KOL campaigns on Douyin and RED.
Independent Promoters (e.g., Split Works): Pioneer promoters specializing in bringing Western indie and alternative acts to China for standalone tours and festival slots.
Step 4: Live Touring & Booking – From Stream to Stage
When your digital numbers begin to grow, it’s time to take your show on the road.
1. ShowStart (秀动) & Ticketing
ShowStart (operated by Taihe Music Group) is the primary ticketing platform for indie venues and live music in China. Controlling over 80% of the indie venue ticketing ecosystem, ShowStart acts as both a box office and a social discovery feed for gig-goers.
2. Tour Routing: Tier 1 vs. Tier 2 Cities
A standard first-time China tour usually spans 5–8 cities - agencies like MEMOS TO THE FUTURE could provide this type of service.
Tier 1 Cities (Must-Play): Shanghai, Beijing, Guangzhou, Shenzhen.
Tier 2 Hubs (High Youth Energy): Chengdu, Wuhan, Hangzhou, Nanjing, Chongqing.
3. Visas & Performance Permits
Never attempt to play on a tourist visa. All foreign performances in China require official approval from the Ministry of Culture and Tourism, organized through your local promoter or booking agency. You must submit full lyrics, setlists, and band biographies several months in advance.
Summary Checklist for Kiremico Artists
Distribute your catalog to NetEase Cloud Music and TME (QQ Music).
Claim and verify your official artist profiles on NetEase and QQ Music.
Launch localized social channels starting with Xiaohongshu (RED) and Bilibili.
Partner with a local agency like Groove Dynasty or Outdustry for playlisting and influencer promotion.
Route your tour on ShowStart with a licensed promoter once your streams cross key thresholds.
Kiremico is a live music video outlet created by Federico Rodriguez while living in Shenzhen, China in May 2018 with the purpose of helping musicians to share their music with the world through beautiful digital content. Since then, we've traveled and filmed more than 300 Musicians independent and up and coming musicians in 26 different countries, providing fresh content to viewers as well as guidelines for content sharing and posting to achieve maximum distribution and captivate new audiences. Our filming style is based on a long camera take that travels through the music, the musicians, and the context that surrounds them. It achieves a visual flow that helps the viewer discover the song's intimate parts of the music creation from different perspectives and contexts.
Links
Website kiremico.com
Instagram instagram.com/kiremico
Facebook facebook.com/kiremico
LinkedIn linkedin.com/company/kiremico
Spotify open.spotify.com/playlist/2WaopHCPY2sSNrBjQN3oOS?si=91aab3ffb8474
