The media was abuzz last week with news of Radiohead's entry into China's social media universe on the very popular Twitter-like site weibo. But they are not the only band making the plunge into Chinese SMS. Houston-based rock band Pale recently started building their brand in China through MusicDish*China.
"As a result of the Chinese government blocking most western social media sites, often referred to as the Great Firewall, western bands have absolutely no presence in China, no way to build a fanbase in the world's largest music market," said MusicDish founder Eric de Fontenay. "You literally need to go to them and, for independent bands not fortunate enough to share in Radiohead's fame, start from scratch building that fanbase. And just as in the West, DIY music marketing starts with social media."
MusicDish launched Pale's digital entry into China with a premiere of their extended music video "Catastrophic Skies" on Mogo, the largest original music video platform in China. MusicDish started by focusing on douban, China's main music sites where they have a label page, and weibo which they use to interact with their growing fanbase. In addition to their douban artist page where fans can read their bio and updates in Chinese as well as songs and videos from their album, MusicDish also recently set them up with on Taiwan and Hong Kong's major platforms for indie music, Indievox and Alive Not Dead respectively.
PALE的小站
现在*入新浪微博，随时随地一起分 新鲜事！
PALE_新浪博客
Pale on INDIEVOX
PaleinChina: PALE China - My profile - alivenotdead.com
MusicDish*China started working with Pale in greater China earlier this spring when founder Eric de Fontenay attended several conferences in Taiwan, China and Singapore last May where he introduced the band. "The initial reaction to the band was very positive from attendees at China Sounds (Shenzhen) and Music Matters (Singapore)," said Mr. de Fontenay. "But its the online reaction by Chinese fans that has been the unexpected surprise for us and will help bolster our case for the band, especially as we start organizing their tour."
In addition to building Pale's social media brand, MusicDish*China has been developing its own brand in greater China through partnerships with major music festivals and local promoters. MusicDish*China is a media sponsor for the Ocean Midi Festival and Rock Naadam 2011: China Tour, both being held this August.
About PALE
Sonically compatible with bands like Dredg, Radiohead and Muse, life for the Houston-based quartet PALE started almost a decade ago when they came together based on a common love of powerful, thought-provoking music. Pale's new CD, 'In The Time Of Dangerous Men' is on A-Blake Records (co-owned by Blake Barnes and Pale) and is the result of over a year of soul-searching and musical experimentation that showcases Pale at the top of their game. The 12-track outing, produced by Grammy winner Steve Christensen, is a deep, pensive look by Pale at the world around us.
Pale
About MusicDish*China
Launched at MIDEM 2010 in Cannes, France, MusicDish*China is the latest online brand from MusicDish LLC, a digital music company, providing a unique insight into China's emerging music industry. Focused on Greater China, MusicDish*China is building its brand as well as that of its artists and partners through partnerships with major stakeholders such as festivals, promoters and producers as well as its in-house social media marketing.
MusicDish*China
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