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The Changing Face of China's Music Market

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musicdish

Talk given at MusicBiz 2017 by MusicDish*China founder Eric de Fontenay on the major trends shaping China's industry's transformation

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T H E C H A N G I N G FA C E O F C H I N A ' S M U S I C M A R K E T M U S I C D I S H * C H I N A , M A Y 2 0 1 7
C H I N A¡¯ S O L D M U S I C I N D U S T RY
C H A N G I N G L A N D S C A P E ? 2013 estimated value of recorded music industry of US$82.6 million (5.6% increase), 21st largest (IFPI) ? 2015 estimated value of recorded music industry of US$169.7 million (63.8% increase), 14th largest (IFPI) ? 2016 value of recorded music industry grew 20.3% on 30.6% increase in streaming revenue, 12th largest (IFPI) ? Digital music industry compound annual growth rate (2011-15): +28.5% (Nielsen) ? Government policy: copyright law and enforcement ? Market consolidation & music licensing ? Shift to smartphone, lower mobile data cost, increased connectivity
0 10 20 30 40 QQ Kugou Kuwo Netease Xiami Other Tencent: QQ + Kugou + Kuwo ~ 78% Netease 9% Xiami (Alibaba) 4% Other: Baidu, Apple Music,¡­ 9%
? E P ¡° R A I N B O W B O T ¡± E X C L U S I V E LY O N A P P L E M U S I C ? E X C L U S I V E 3 M I N U T E D O C U M E N TA RY ? R A N K E D N U M B E R 4 F O R ¡° 5 C A N ¡¯ T- M I S S A P P L E M U S I C E X C L U S I V E A L B U M ¡± S T E FA N I E S U N & A P P L E M U S I C
S T R E A M I N G WA R S : T E N C E N T V S . N E T E A S E ? 10th most valued company, world¡¯s largest video game company by revenue, WeChat has 889M active users ? Tencent has 600M active monthly users and over 15M paying music subscribers ? QQ Music has 200M active monthly users ? Combined with Kuwo and Kugou (CMC acquisition), control 77% of music streaming market ? NetEase Music Cloud recently joined ranks of unicorns ? Netease has over 300M active monthly users
M O B I L E M U S I C L A N D S C A P E ? 2015 mobile music industry US$945 million ? Estimated 2016 mobile music industry US$1.4 billion ? 70% of online music listeners use smartphone (iResearch) ? 64.5% of mobile music listeners have 2 (40%) or 3 music apps (iResearch) ? 75% of digital music listeners access app at least once a month, 60% daily for 1-3 hours (eMarketer)
D I G I TA L M U S I C L I S T E N E R S ( N I E L S E N )
D I G I TA L M U S I C L I S T E N E R S ( N I E L S E N )
YA O G U N - C H I N E S E R O C K ¡¯ N R O L L
The Changing Face of China's Music Market
The Changing Face of China's Music Market
The Changing Face of China's Music Market
The Changing Face of China's Music Market
The Changing Face of China's Music Market
M U S I C D I S H * C H I N A T O U R S E A G L E I S TA L L I A N / M O N K & K E Y S , M E N A G E , O O B E R F U S E , T H E J E S S I C A S T U A R T F E W
4 4 S H O W S I N 1 9 C I T I E S B E I J I N G , B A O D I N G , C H A N G S H A , C H A N G Z H O U , C H E N G D U , C H O N G Q I N G , D A T O N G , H E F E I , J I N G Z H O U , L A N G FA N G , N A N C H A N G , N A N J I N G , N I N G B O , S H A N G H A I , S H I J I A Z H U A N G , T I A N J I N , W U H A N , W U X I , Z H A N G J I A K O U
F E S T I VA L S & S H O W S 3 F E S T I VA L S ( M TA Ìì Ä® , D R E A M S O N I C Àí Ïë ?Òô ÀÖ ½Ú ) A N D M O R E
The Changing Face of China's Music Market
The Changing Face of China's Music Market
L I V E S T R E A M I N G Y E M A L I V E ( Ò° ?Âí ÏÖ ³¡ ) , PA N D A T V, M O D E R N S K Y N O W ( Õý ÔÚ ÏÖ ³¡ )
M A S T E R C L A S S E S H U B E I U N I V E R S I T Y O F E C O N O M I C S , W U H A N I N S T I T U T E O F D E S I G N & S C I E N C E S
V I R T U A L R E A L I T Y V I D E O A N T V R ( ÒÏ ÊÓ ) , O N E O F T H E B I G G E S T V R M E D I A C O M PA N I E S I N C H I N A
PA R T N E R S M U S I C R E L E A S E S / M E D I A / L I V E S T R E A M I N G / T I C K E T I N G / P R O M O T E R S
M U S I C L I S T E N E R S & B R A N D S ( N I E L S E N )
The Changing Face of China's Music Market
Y E M A L I V E ? Online live music broadcaster + festival organizer (MTA & Zhangbei Festival) ? Original live streaming programming: "Live is Everywhere" & "Yema Indie¡± ? 2016: 100 shows, 5K minutes, av. 50K audience, 5M total audience (8M w/ partners) ? Audience analysis ? 19-35, tier 1-2 cities, active net users, active social life, live music, celebrities & KOL ? willingness to spend money and time on entertainment & alternative lifestyle choices
T U B O R G B E E R ? 2012 - Brand launch in China ? 2013 - Tuborg Music Truck Tour w/ Chinese promoter Splatter ? 2013 - GreenFest ÀÖ±¤ÂÌ·Å?ÒôÀÖ½Ú ? festivals w/ Modern Sky in 2nd/3rd tier cities with environmental focus ? introduced ¡°Slient Disco¡± and tents to China's music festivals ? 2014 - 5-year strategic partnership with Modern Sky ? 2016 - Tuborg Electronic Stage at Strawberry Festival in Yunnan
B U D W E I S E R S T O R M F E S T I VA L ? Budweiser title sponsor for A2LiVE's STORM electronic festival ? 2015 - 75,000 in Shanghai and Shenzhen ? 2016 - expand 5 cities (Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu) ? 2017 - plan to expand 11 cities across China + Sydney and Taipei ? Storm Records, in partnership with Amsterdam-based Spinnin¡¯ Records ? Budweiser investing in EDM marketing ? Online reality bootcamp show for rookie DJs ? Innovative gamification as part of ticketing strategy
E L E C T R I C Z O O S H A N G H A I ? Made Event select Kanjian as exclusive China partner ? Highlights from New York's Electric Zoo: Wild Island ? Merch: HEDONE Nail Stickers, I- TATTOO Stickers ? 2017 - 2-day 3-stage Shanghai festival (40 DJs) ? Expanding Electric Zoo to other major cities such as Beijing, Chengdu, Guangzhou and Shenzhen
The Changing Face of China's Music Market
E R I C D E F O N T E N AY M U S I C D I S H * C H I N A ? In 2010, Eric de Fontenay launched MusicDish*China to bridge Greater China's music sector with the world. He has coordinated Taiwan cultural missions to France, Canada and the U.S., and now represents mainland Chinese rock bands such as Second Hand Rose, Gemini and Namo. He has also been developing and touring overseas music acts in China. He has organized talks and exhibition for NYCxDesign and China Institute, been featured in a variety of media such as China Daily and CCTV America, and was selected for Mandarin Leader's 2016 Honoree List.
http://china.musicdish.com http://musicdish.sxl.cn http://musicdish-yaogun.com chinasounds@musicdish.com NYC: +1 718-278-0662 Beijing: +86 130-7111-9083 M U S I C D I S H * C H I N A @ChinaConnectEU #CHINACONNECT

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The Changing Face of China's Music Market

  • 1. T H E C H A N G I N G FA C E O F C H I N A ' S M U S I C M A R K E T M U S I C D I S H * C H I N A , M A Y 2 0 1 7
  • 2. C H I N A¡¯ S O L D M U S I C I N D U S T RY
  • 3. C H A N G I N G L A N D S C A P E ? 2013 estimated value of recorded music industry of US$82.6 million (5.6% increase), 21st largest (IFPI) ? 2015 estimated value of recorded music industry of US$169.7 million (63.8% increase), 14th largest (IFPI) ? 2016 value of recorded music industry grew 20.3% on 30.6% increase in streaming revenue, 12th largest (IFPI) ? Digital music industry compound annual growth rate (2011-15): +28.5% (Nielsen) ? Government policy: copyright law and enforcement ? Market consolidation & music licensing ? Shift to smartphone, lower mobile data cost, increased connectivity
  • 4. 0 10 20 30 40 QQ Kugou Kuwo Netease Xiami Other Tencent: QQ + Kugou + Kuwo ~ 78% Netease 9% Xiami (Alibaba) 4% Other: Baidu, Apple Music,¡­ 9%
  • 5. ? E P ¡° R A I N B O W B O T ¡± E X C L U S I V E LY O N A P P L E M U S I C ? E X C L U S I V E 3 M I N U T E D O C U M E N TA RY ? R A N K E D N U M B E R 4 F O R ¡° 5 C A N ¡¯ T- M I S S A P P L E M U S I C E X C L U S I V E A L B U M ¡± S T E FA N I E S U N & A P P L E M U S I C
  • 6. S T R E A M I N G WA R S : T E N C E N T V S . N E T E A S E ? 10th most valued company, world¡¯s largest video game company by revenue, WeChat has 889M active users ? Tencent has 600M active monthly users and over 15M paying music subscribers ? QQ Music has 200M active monthly users ? Combined with Kuwo and Kugou (CMC acquisition), control 77% of music streaming market ? NetEase Music Cloud recently joined ranks of unicorns ? Netease has over 300M active monthly users
  • 7. M O B I L E M U S I C L A N D S C A P E ? 2015 mobile music industry US$945 million ? Estimated 2016 mobile music industry US$1.4 billion ? 70% of online music listeners use smartphone (iResearch) ? 64.5% of mobile music listeners have 2 (40%) or 3 music apps (iResearch) ? 75% of digital music listeners access app at least once a month, 60% daily for 1-3 hours (eMarketer)
  • 8. D I G I TA L M U S I C L I S T E N E R S ( N I E L S E N )
  • 9. D I G I TA L M U S I C L I S T E N E R S ( N I E L S E N )
  • 10. YA O G U N - C H I N E S E R O C K ¡¯ N R O L L
  • 16. M U S I C D I S H * C H I N A T O U R S E A G L E I S TA L L I A N / M O N K & K E Y S , M E N A G E , O O B E R F U S E , T H E J E S S I C A S T U A R T F E W
  • 17. 4 4 S H O W S I N 1 9 C I T I E S B E I J I N G , B A O D I N G , C H A N G S H A , C H A N G Z H O U , C H E N G D U , C H O N G Q I N G , D A T O N G , H E F E I , J I N G Z H O U , L A N G FA N G , N A N C H A N G , N A N J I N G , N I N G B O , S H A N G H A I , S H I J I A Z H U A N G , T I A N J I N , W U H A N , W U X I , Z H A N G J I A K O U
  • 18. F E S T I VA L S & S H O W S 3 F E S T I VA L S ( M TA Ìì Ä® , D R E A M S O N I C Àí Ïë ?Òô ÀÖ ½Ú ) A N D M O R E
  • 21. L I V E S T R E A M I N G Y E M A L I V E ( Ò° ?Âí ÏÖ ³¡ ) , PA N D A T V, M O D E R N S K Y N O W ( Õý ÔÚ ÏÖ ³¡ )
  • 22. M A S T E R C L A S S E S H U B E I U N I V E R S I T Y O F E C O N O M I C S , W U H A N I N S T I T U T E O F D E S I G N & S C I E N C E S
  • 23. V I R T U A L R E A L I T Y V I D E O A N T V R ( ÒÏ ÊÓ ) , O N E O F T H E B I G G E S T V R M E D I A C O M PA N I E S I N C H I N A
  • 24. PA R T N E R S M U S I C R E L E A S E S / M E D I A / L I V E S T R E A M I N G / T I C K E T I N G / P R O M O T E R S
  • 25. M U S I C L I S T E N E R S & B R A N D S ( N I E L S E N )
  • 27. Y E M A L I V E ? Online live music broadcaster + festival organizer (MTA & Zhangbei Festival) ? Original live streaming programming: "Live is Everywhere" & "Yema Indie¡± ? 2016: 100 shows, 5K minutes, av. 50K audience, 5M total audience (8M w/ partners) ? Audience analysis ? 19-35, tier 1-2 cities, active net users, active social life, live music, celebrities & KOL ? willingness to spend money and time on entertainment & alternative lifestyle choices
  • 28. T U B O R G B E E R ? 2012 - Brand launch in China ? 2013 - Tuborg Music Truck Tour w/ Chinese promoter Splatter ? 2013 - GreenFest ÀÖ±¤ÂÌ·Å?ÒôÀÖ½Ú ? festivals w/ Modern Sky in 2nd/3rd tier cities with environmental focus ? introduced ¡°Slient Disco¡± and tents to China's music festivals ? 2014 - 5-year strategic partnership with Modern Sky ? 2016 - Tuborg Electronic Stage at Strawberry Festival in Yunnan
  • 29. B U D W E I S E R S T O R M F E S T I VA L ? Budweiser title sponsor for A2LiVE's STORM electronic festival ? 2015 - 75,000 in Shanghai and Shenzhen ? 2016 - expand 5 cities (Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu) ? 2017 - plan to expand 11 cities across China + Sydney and Taipei ? Storm Records, in partnership with Amsterdam-based Spinnin¡¯ Records ? Budweiser investing in EDM marketing ? Online reality bootcamp show for rookie DJs ? Innovative gamification as part of ticketing strategy
  • 30. E L E C T R I C Z O O S H A N G H A I ? Made Event select Kanjian as exclusive China partner ? Highlights from New York's Electric Zoo: Wild Island ? Merch: HEDONE Nail Stickers, I- TATTOO Stickers ? 2017 - 2-day 3-stage Shanghai festival (40 DJs) ? Expanding Electric Zoo to other major cities such as Beijing, Chengdu, Guangzhou and Shenzhen
  • 32. E R I C D E F O N T E N AY M U S I C D I S H * C H I N A ? In 2010, Eric de Fontenay launched MusicDish*China to bridge Greater China's music sector with the world. He has coordinated Taiwan cultural missions to France, Canada and the U.S., and now represents mainland Chinese rock bands such as Second Hand Rose, Gemini and Namo. He has also been developing and touring overseas music acts in China. He has organized talks and exhibition for NYCxDesign and China Institute, been featured in a variety of media such as China Daily and CCTV America, and was selected for Mandarin Leader's 2016 Honoree List.