In a significant development for global music industry collaborations, Billboard has joined forces with Tencent Music Entertainment Group (TME) in August 2022 to create innovative music charts and enhance the international visibility of Chinese artists. The partnership leverages TME’s technological capabilities and deep understanding of the Chinese market alongside Billboard’s global brand authority and content expertise, creating a powerful alliance aimed at transforming how Chinese music reaches international audiences.
At the heart of this collaboration is the groundbreaking “Chinese Music Gravity Project,” an initiative specifically designed to showcase Chinese musicians on the world stage. This first-of-its-kind endeavor serves as a cultural bridge, connecting domestic Chinese music narratives with global listeners through collaborative content that highlights the diverse stories and talents of Chinese artists.
The project represents a strategic move to integrate Chinese music more deeply into the international music ecosystem. TME’s Group VP TC Pan emphasized their unwavering commitment to quality music and content innovation throughout this partnership. The Star Power Monthly Selection will provide crucial audience engagement metrics to help identify and promote emerging talent.
The partnership has already yielded tangible results through the integration of Billboard’s authoritative music charts and editorial content across TME’s extensive platform network, including QQ Music, Kugou Music, Kuwo Music, and WeSing. This distribution strategy gives millions of Chinese users access to global music news and expert recommendations while simultaneously creating exposure opportunities for Chinese artists in international markets.
This collaboration opens new sync deal opportunities for Chinese artists, potentially connecting them with international film, television, and commercial productions seeking fresh musical content.
New chart initiatives have emerged from this collaboration, including “Yo! Bang,” a leading Chinese music ranking chart, and the “Star Power Monthly Selection,” which spotlights rising Chinese stars. These charts function as measurement tools for domestic popularity while serving as promotional vehicles for bringing Chinese music to global audiences. The partnership also aims to utilize streaming platform features similar to those that have proven successful for independent artists in Western markets.
The Billboard-Tencent partnership signals a significant shift in how Chinese music is positioned globally, with both companies committing to elevating professional standards within the Chinese music industry.
