Tencent Music Entertainment has recently partnered with Billboard to launch the "Chinese Music Gravity" project. The aim is to promote Chinese artists internationally
Image: STR / AFP The most beloved Chinese pop star of the last decade, Jay Chou, a singer-songwriter in the alt-rock style, performs at a shopping festival gala in Shanghai.
South Korea has become a model of "soft power" thanks to K-pop. Its neighbor and rival, China, hopes to do the same with its own music productions. To this end, Tencent Music Entertainment has recently partnered with Billboard.
The alliance leverages the cutting-edge technologies developed by Tencent Music Entertainment (TME) and the renown of the Billboard brand to promote Chinese artists internationally. To achieve this, the two organizations will soon launch the "Chinese Music Gravity" project.
While details of this initiative are still scarce, Billboard's music articles and rankings will be available on the various platforms managed by Tencent's music arm. Among them are QQ Music, its most popular application in China, Kugou Music, Kuwo Music and WeSing.
"TME will provide high-quality music and content innovation to music lovers and upgraded professional services to the Chinese music industry. Our jointly initiated project will bring world-class Chinese music to an international fanbase," said TC Pan, Group vice president of TME's Content Cooperation Department, in a press release.