China is opening up rapidly in terms of inbound digital licensing, but what happens once your license is in place? In reality, this is just the beginning, not least because Chinese platforms typically don't WANT the content, they have it already. Rather than expecting the floodgates to open, China still needs to be seen as a very long play. This period may be known in retrospect as "the age of metadata" insofar as the priority for all rights owners should be to pump the market with metadata, readying for the next step which is reporting and accounting. Only then does marketing a record really make sense.
This informal workshop with Alex Taggart of leading China music industry services company, Outdustry, is designed to put things in perspective — with a good dose of myth-busting, while also providing hard won practical insights as to how to tackle the market with a long view.
So, You’re Licensed Into China...Now What?
Alex Taggart - International, Outdustry
● Founded in Beijing in 2006
● Market-leading music industry services company
● Team of 10 (Beijing, Shanghai, LA, London)
● Running Beggars China since 2009
● Leading Merlin’s China entry
● Run marketing for Zedd, Diplo, Major Lazer etc
“This strategy has paid off: in 2017, Beggars
generated more revenues from China than from Japan,
despite the latter being the second largest
recorded-music market in the world. “And we have a
decent business in Japan!” says [Simon] Wheeler.”
- Music Ally, April 5th 2018
1. Direct license
2. Major label