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CHINA // INDUSTRY NEWS

// ‘CHINA’S TWITCH’ HUYA SURPASSES 100 MILLION MONTHLY ACTIVE USERS

Everyone knows gaming is big business in China. The market-leading music streaming platforms from NetEase and Tencent are actually a fraction of their parent companies’ overall business, with the leader and real profit makers being the gaming subsidiaries. By the same note, live streamers hold some power when it comes to reaching the valuable young demographic in the country, but you will find few in China who know Pewdiepie or Ninja.

China has several live streaming platforms that are worth looking at in this case. SCMP recently outlined Huya, one of the market leaders. While their main customer base is gamers, they have been making a huge push in the music world lately, starting with live streams of many festivals at ADE, and following with local festivals. The electronic label Monstercat also has a 24-hour live stream in China on the platform.

For clients asking me if they should authorize Huya and platforms to live stream their show or festival set, the answer is yes, yes, and more yes.

Further Reading
SCMP // ‘China’s Twitch Huya surpasses 100 million monthly active users despite Beijing’s content crackdown

// WEIBO MOVES TO BATTLE FAKE INTERACTIONS AS GOVERNMENT SCRUTINY PERSISTS

Hmmm, my last newsletter also had an article covering fake stats on a popular social platform. These articles really strike a chord with me, as I still see many marketers blindly adding fake followers and interactions on their clients’ accounts. Like the rest of the world, fake fans and engagements are worth nothing in the long run, I don’t care what the trend is. I’ve heard something along the lines of ‘fans see the big numbers and think it must be someone worth following’, which is nonsense, and negatively affects your ability to get stats, pay for boosted posts, and other things down the line.

Further Reading
Technode // Weibo moves to battle fake interactions as government scrutiny persists

// CHINA CRACKING DOWN ON DRUGS

While it’s always been highly illegal and a really bad idea to use or buy drugs in China, the country seems to be getting even more strict with their policies this year. Club raids and drug tests are a regular thing at venues across the country. Politics aside, I don’t think it will affect too many people, and still consider the country very safe to live and travel in, but recent cases should serve as a warning to those who attempt any funny business while on tour here.

Further Reading
CNBC // US updates warning over China travel, urging ‘increased caution’
CNN // China sentences Canadian to death for drug smuggling

// WARNER MUSIC EXEC: ‘CHINA CAN BE A TOP-THREE MARKET IN THE FUTURE’

Music Ally ended last year on a super positive note on China news with a great interview with president of Warner Music Asia, Simon Robson. “Chinese music services have done a much better job than their international counterparts at adding social media functionality. This has made the whole music consumption experience more interesting and interactive for fans and has helped drive take-up of services.” Read the full interview below.

Further Reading
Music Ally // Warner Music exec: ‘China can be a top-three market in the future’

UPCOMING HOLIDAYS

// CHINESE NEW YEAR

Yes, China celebrated new years’ on January 1st with the rest of the world. But that one pales in comparison to Chinese New Year, which is more like the year end/Christmas holiday that the rest of the world celebrates. Most businesses are closed for at least seven days from the beginning of February, with the actual holiday being celebrated on February 5th. Plan your social posts accordingly, you can bet people will still be getting their screen time in at home while being forced to watch TV with their grandparents. GD Clients can expect an incoming email from me with more details on how to maximize on this nationwide event.

新年快乐!

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