Billboard China and Tencent Music Entertainment Unveil New Initiative to Promote Chinese Music Globally
Announced on October 9, a groundbreaking partnership between China and Tencent Music Entertainment Group (TME), which includes platforms such as QQ Music and JOOX, has culminated in the creation of the “Star Power” monthly selection. This initiative seeks to combine China’s international influence with Tencent’s extensive catalogue of Chinese musical content.
Navigating the “Star Power” Selection Process
Each month, “Star Power” will commence with QQ Music and JOOX presenting 100 of the latest and most popular Chinese tracks. Music fans get the opportunity to participate actively by voting for their preferred tracks through an open voting process. The final selection, a blend of user votes and the expertise of professional panel, will be announced towards the month’s end. The chosen songs will enjoy significant promotional support, both online and offline, and will be featured prominently on website and its global social media channels.
Enhancing Global Reach and Social Impact
The “Star Power” initiative does not only aim at enhancing the global presence of Chinese music but also carries a social dimension. In collaboration with the Tencent Music Nonprofit Program, the initiative will contribute to the Music Garden Space in Beichuan, Sichuan. This project provides children from remote and minority regions access to a diverse range of music and arts education, thereby using music as a tool for social change and enrichment.
By integrating professional judgments with Tencent’s powerful promotional strategies, the “Star Power” selection is poised to amplify the reach of exceptional Chinese music and artists across the globe, ensuring a lasting impact on the international music scene.
This partnership represents a strategic move to foster a deeper connection between the Chinese music industry and global audiences, paving the way for cultural exchange and mutual understanding through the universal language of music.