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NetEase hails success of western artists on its service


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We’ve heard at several conferences recently that Chinese streaming service NetEase Cloud Music might be a happier hunting ground for western artists than rival services operated by Tencent Music.

Now NetEase is talking about some of the success stories to reinforce that view. More than 30% of activity on its service – including streams but also comments, playlisting and favouriting by users – involves international music.

Among the examples cited by NetEase Cloud Music this morning are Dutch artist R3hab, who has grown his following on the service from 8,000 fans a year ago to more than 280,000 now.

NetEase says his habit of posting every two days on average, and replying to fans’ comments (including sometimes in Chinese) has built a fervent following, backed by on-platform promotion from NetEase. Nashville singer-songwriter Galen Crew is another example picked out by NetEase, which says it’s keen to help more western artists develop their followings in China.

“We are striving to make it easier for them to interact with their fans. We have developed an English interface – currently in limited beta version – and we are also launching international music charts for both fans and artists to better track the performance of songs in the market,” said VP, International Mathew Daniel.

Stuart Dredge

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