If there’s one thing we’ve learned from our coverage of the Chinese music industry in recent years, it’s the importance of artists fully engaging with China’s social media landscape: from the biggest social networks to up-and-coming video apps. It’s not just about creating profiles and having western social posts translated, but about original content tuned for what works well in China. The latest artist giving it a try is Pink Floyd.
Global Times reported on the creation of official accounts for the veteran band on video service Bilibili and social network Sina Weibo. Drummer Nick Mason filmed video greetings for the two services.
The band are part of a wider wave of western musicians joining Bilibili, which ended 2020 with 202 million monthly active users and 54 million daily active users according to its latest financial results.