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.