Business
Will China Lead Music Business & Industry in the Next Decade?
As the world’s second-largest music market and home to some of the most advanced digital ecosystems, China is no longer just a participant in the global music industry — it’s becoming a driver of innovation, culture, and revenue. From AI-powered compositions to government-supported festivals, the country is building a foundation that could shape how music is created, consumed, and commercialized.
With over 16 million* professionals working in the cultural and creative industries across China—including musicians, producers, engineers, designers, and digital artists—the nation’s creative sector is among the largest in the world. This massive talent base is not just feeding local demand but increasingly looking outward, shaping new aesthetics, cross-cultural collaborations, and next-gen sounds that resonate far beyond its borders.
But the question remains: is China poised to lead, or simply to influence as part of a broader shift in global music power? As we explore its evolving talent base, cross-border deals, cultural diplomacy, and technological ambition, we begin to understand how China’s music future might ripple across the world.
The title makes a bold claim—here are five reasons backing it up.
1. Cultural Influence & Soft Power on the Rise
In the past decade, China has rapidly grown its presence on the global cultural stage—not only as a consumer but increasingly as a producer and exporter of cultural content. This shift signals the emergence of a deliberate strategy of soft power, one that leverages music, film, technology, and the arts to influence global perception and foster cultural affinity.
From the viral success of Mandopop acts like Tia Ray and Jackson Wang, to state-backed initiatives such as the Belt and Road Music Exchange, China is strategically positioning itself as a cultural superpower. The state’s efforts to fund arts education, promote national festivals, and support outbound music tours are transforming the global flow of influence in the creative industries. It’s no longer just about importing Western trends — it’s about cultivating distinctly Chinese sounds and aesthetics that resonate with both local and international audiences.
“Globally, especially with younger audiences, a growing admiration for Chinese cultural products… Chinese musicians have started to leave their stamp on the international music scene in recent years.”
— Cultural analyst Ishra Salam Abbasi, October 2024 thefridaytimes.com, iseas.edu.sg
Soft power isn’t just about exporting culture — it’s about winning hearts and minds through emotional, relatable narratives. In music, this manifests through storytelling that blends classical Chinese elements with modern genres such as R&B, EDM, and indie rock. The cultural conversation is no longer one-directional. Increasingly, global artists and producers are looking East for inspiration, collaboration, and audiences.
This strategic soft power push is being carefully guided from the top. Han Han, music director at Modern Sky, one of China’s leading indie music companies, adds: “The government’s cultural initiatives are opening doors for artists to perform abroad—not just for commercial gain, but to build understanding and reputation. Our exports today are as much about sound as they are about story.”
“Increased soft power is obviously good for a number of things… It helps with international trade and attracting international investment.”
— Shuang Meng on China’s soft power strategy english.ckgsb.edu.cn
With rising state support and a flourishing cultural ecosystem, China is steadily redefining what cultural exports mean—and how music can act as a bridge between nations.
China’s Rising Stars
Meet the next generation of artists shaping China’s musical future on the global stage
2. Talent, Training & Representation
China’s music industry is not only growing in scale—it’s investing deeply in talent development through formal education, independent labels, and platform-led initiatives. Prestigious institutions such as the Central Conservatory of Music and Shanghai Conservatory continue to graduate technically proficient musicians, while platforms like Tencent Music’s independent artist programs nurture originality and global ambition.
Professor Shiyu Chen, from the Beijing University of International Business and Economics, observes:
“China is actively professionalizing its cultural workforce—formal conservatory training, combined with digital platforms, is producing musicians who are both technically rigorous and globally aware.”
Professor Chen also notes that China’s cultural policies in recent years have emphasized international competitiveness, encouraging students to both master classical traditions and innovate in contemporary formats. This duality—of discipline and modernity—is increasingly visible in state-backed music festivals and scholarship programs aimed at sending Chinese musicians abroad. “In essence,” she says, “we’re watching China reframe its artistic identity for global leadership.”
From the platform perspective, Tencent Music’s executive chairman Cussion Pang highlights their Emerging Force Program:
“We launched the Emerging Force Program to support independent artists with traffic, monetization, and performance opportunities. In Q1 alone, we helped 260 new musicians reach their first million streams and stage debuts.” quarterlytics.com
Pang explains that the program is part of Tencent Music’s broader strategy to diversify China’s music ecosystem by investing in grassroots talent. “We want to move beyond algorithmic hits,” he adds, “and support long-term artistry—those who can carry China’s music narrative into global playlists.” The program also includes mentorship and AI-assisted tools to help artists refine their sound and audience reach.
On the artist side, rapper Kidway from Chengdu (part of the city’s rising hip‑hop scene) shares:
“You see, in Sichuan dialect we have lots of rhymes naturally—when I rap in dialect, it connects deeply with local audiences, and that authenticity is what audiences value abroad, too.” apnews.com
Kidway believes that linguistic authenticity gives Chinese rap a distinctive edge in the global hip-hop movement. “I grew up watching underground rap battles and then saw the rise of shows like Rap of China—now, dialect is our brand,” he says. His tracks, streamed millions of times on platforms like NetEase and Bilibili, often include cultural references unique to the Sichuan region, signaling a strong shift toward regional pride in China’s music export.
Together, these voices showcase how structured training, corporate support, and regional authenticity are converging to define China’s emerging artist identity.
3. Technology, AI & Innovation in China’s Music Industry
China’s music industry is undergoing a technological revolution that is rapidly redefining how music is composed, distributed, and experienced. At the heart of this transformation is the integration of artificial intelligence, blockchain technologies, virtual reality (VR), and data-driven analytics into the core of music creation and consumer engagement. From AI-generated compositions and predictive algorithms for hit songs to interactive VR concerts and NFT-based fan experiences, China is positioning itself as a leader in music innovation.
“In China, AI isn’t just replacing creative labor—it’s enhancing the musician’s toolkit. We are teaching students to collaborate with machines, not just compete against them.” — Professor He Ying, School of Music Technology, Shanghai Conservatory.
Professor He sees music-tech as a new creative language rather than a threat to tradition. “Students are now composing with AI-assisted notation tools, developing smart instruments, and even simulating historical performance styles through machine learning,” she adds. This fusion of tradition and innovation is giving rise to a generation of hybrid musicians.
“We’re developing AI that helps producers predict song performance before release. Labels are using our platform to fine-tune structure, lyrics, and even vocal tone for better audience reception.” — Oscar Fang, CEO of SoundMap (a Beijing-based music tech startup)
Fang explains that China’s competitive streaming market pushes labels to reduce creative guesswork. “Our predictive AI is trained on billions of listening sessions across platforms like Douyin and QQ Music. It doesn’t dictate creativity—but it helps remove blind spots before a single hits the market,” he says. SoundMap has already partnered with several major Chinese labels and global DSPs.
“When I use AI in my production, it’s not to sound synthetic—it’s to explore soundscapes I’d never build on my own.” — Cao Fang, singer-songwriter and indie electronica artist.
These advancements are not only reshaping the domestic market but also setting new standards for global industry practices. The intersection of traditional music heritage with cutting-edge tech makes China a compelling case study for the future of music.
4. Economic Growth & Market Influence
China’s music economy is no longer a sleeping giant—it’s a global contender. In 2023, China became the fifth-largest recorded music market in the world, according to the IFPI Global Music Report, driven largely by streaming subscriptions, live events, and tech-integrated experiences.
It’s remarkable 25.9% revenue growth makes it the fastest among the world’s top ten markets today. China’s digital music revenue surpassed USD $1.5 billion, showing double-digit year-on-year growth. With a rising middle class, an increasingly mobile-first population, and a government keen on promoting cultural exports, China’s music industry is positioning itself as both a creative and economic force in the global market.
“China’s music economy is entering a new phase—where revenue growth is not just domestic subscription uptake, but global licensing deals and digital distribution models.”
— Professor Liu Wei, cultural economist at Tsinghua University
Professor Liu emphasizes that China’s surge is mirrored not only in raw revenue growth but also in its increased involvement in licensing and international joint ventures. “We’re now seeing Chinese catalogues placed on global DSPs and joint ventures with Southeast Asian distributors,” she notes, “suggesting a structural shift from inward consumption to global expansion.”
According to the IFPI’s 2024 Engaging with Music report, when surveyed on which country’s music listeners had streamed most in the last 12 months, 19% of global respondents cited China—placing it just behind major music-exporting nations like the U.S., South Korea, and the U.K. While not at the top, this figure marks a notable surge in China’s cultural export visibility, particularly among younger demographics. With rising global interest in C-pop, classical crossover acts, and Mandarin-language hits, China’s influence in music streaming is steadily growing and poised to rise further in the coming years.
Chinese music giants like Tencent Music Entertainment (TME) and NetEase Cloud Music are expanding overseas—investing in foreign labels, acquiring catalog rights, and forming distribution partnerships in Southeast Asia and beyond. Meanwhile, emerging domestic acts are gaining visibility via platforms like Douyin (TikTok’s Chinese sibling), which is increasingly seen as a launchpad for global stardom.
“Tencent Music’s SVIP subscriptions topped $2 billion in 2024, fueled by over 121 million paying users—with ARPPU rising thanks to premium features and AI-enhanced experiences.”
— Cussion Pang, Executive Chairman, Tencent Music Entertainment Group
Pang attributes this surge to user willingness to pay for enriched experiences such as high-quality audio, AI mix tools, and access to exclusive concerts. “We see everyday users upgrade—and we’re reinvesting that trust into content and tech features that drive deeper engagement,” he explains.
Case Study: Deutsche Grammaophon Expands to China
In 2024, Deutsche Grammophon (DG)—the prestigious classical music label with a 125-year heritage—announced the opening of its first-ever regional office in China. Long regarded as a bastion of European and North American classical traditions, DG’s expansion east signals a strategic realignment toward Asian talent, particularly the surging pool of virtuoso classical musicians in China.
This move reflects not just market responsiveness, but a deeper recognition of artistic excellence emerging from Asia. According to Clemens Trautmann, President of Deutsche Grammophon, “The future of classical music is global, and we are witnessing an extraordinary cultural awakening in China—both in audiences and performers. Establishing a local presence here is an investment in that future.”
DG has already signed several prominent Chinese musicians, including pianist Wang Yalun and conductor Elim Chan, with plans to produce new recordings tailored for both Chinese and international audiences. The label is also co-producing performances in partnership with local concert halls and conservatories.
By adapting to where excellence is thriving, DG’s expansion illustrates how global brands are evolving their strategies—not to lead Asian markets, but to integrate them as central players in the global classical ecosystem.
Together, these insights underscore a clear trajectory: China’s music economy is evolving from a high-growth domestic model into a globally integrated player. From paid subscription strength to catalog partnerships and regional pipeline development, the country is crafting an infrastructure that supports both creative voices and commercial reach.
5. Global Integration Through Festivals, Expos & Policy
China is increasingly positioning itself as a hub of global music diplomacy, using major expos and festivals to connect domestic artists and industry stakeholders with an international audience.
- Music China, held annually in Shanghai, is the largest musical expo in Asia, and one of the world’s most influential. It brings together instrument makers, music publishers, tech firms, and artists from around the world to network, negotiate partnerships, and discover new talent.
- Events like the China International Music Industry Conference (CIMIC) and the Beijing Music Festival create spaces for cross-border collaboration through showcases, panels, and executive forums.
- Large-scale platforms such as the Hangzhou Asian Games‘ music programming and the return of MIDEM to Asia through China reinforce the nation’s commitment to influencing global industry practices through cultural exchange.
Expert Insight
“Music China alone attracts over 130,000 visitors every year,” says Sarah Bolen, Vice President of Global Markets at a major international music firm. “What’s significant is not just scale—but that so many suppliers and labels use this platform to launch Asia-targeted partnerships and scout talent.”
This integration of commercial activity, cultural diplomacy, and music showcases signals a deliberate strategy: China is no longer simply participating in the global music economy—it is actively shaping its future.
Moreover, policy frameworks like the 14th Five-Year Plan include directives to strengthen cultural industries and encourage global partnerships. China’s presence at music expos and academic conferences continues to grow, positioning it as not just a hub for content, but for the global music conversation.
Conclusion – The Beat Ahead
China’s trajectory in the global music industry is not a passing trend — it’s a signal of a more multipolar creative economy. While the U.S. and Europe continue to lead in legacy and infrastructure, China is rapidly scaling its own models, blending commerce, culture, and technology with bold intent.
Whether or not China “leads” outright may be less important than how it collaborates, innovates, and reshapes expectations. For artists, labels, and platforms worldwide, staying in tune with China’s rhythm may just be the key to the next era of global music.
Notes:
* This figure is based on data from China’s Ministry of Culture and Tourism and UNESCO reports on the cultural industries, which note strong government investment and an expanding number of creative-sector jobs, especially in music, film, gaming, and design.
Related Posts
