entertainment and music

www.thebergstromgroup.com telling the story of new China

CHINESE MUSIC AND

ENTERTAINMENT

PERSPECTIVE


INTRODUCTION The arrival of new technologies has undoubtedly impacted how Chinese youth perceive themselves and their social circles, and in turn has had a profound effect on the music and entertainment industry. The latest in Chinese entertainment seeks to reinvigorate time-honored classics in order to accommodate the hot new trends that are sweeping the mainland.


Iconic technology and media: Understand different generations’ characteristics and motivations


Back to the 70s’ golden days, when youth were called the future of the country, television was a rare thing and movies were luxury products; one of the most common forms of entertainment was listening to songs on the radio.

We called them rich if a family got had both a radio and a television. We bought our first black and white television when I was 17. – Wang Yan, 35, female, Shanghai


As the first generation influenced by foreign exposure, 80s have a much wider field to choose from when it comes to icons. Pagers were 80s’ most coveted devices until mobile phones hit the scene and gaming was born.

A pager was all that I wanted when I was in junior high school. Some friends of mine got their pagers and I was really jealous. But, I never got one. Then came the mobile phone. I still remember my mom’s pager number, even now. Now I only see pagers on Grey’s Anatomy. – Anna, 23, female, Shanghai


The 90s generation has been impacted not only by access to new information but has been impacted by the 24/7 availability of it. This generation is the first to live and breathe multi-tasking and instant access as a way of life, not merely as an option.

I started to use WAP on my mobile phone last year. It’s such a convenient function and allows me to check my accounts on Renren, Kaixin, and QQ anytime, anywhere. Plus, it only charges me 5 RMB to download 30 megabytes a month. I have heard of Wi-Fi but my Sharp phone doesn’t support it. Sharp mobile phones are nothing but a pretty layout. Not much is supported, only old versions of QQ. I will definitely try wi-fi when I can afford a new mobile phone. – Ariel, 19, female, Nantong


What's in theaters? How do Chinese youth perceive current media?

While the nostalgia of certain shows and movies appeals to young people, most are frustrated with the lack of creativity in the entertainment industry.


Television and films targeting a post-80s audience have become an entertainment staple for youth in China. The most recent, Marriage Battle just finished its first-run on TV and clocked over 10 million hits a day on Sohu video.

TV shows targeting Chinese youth


China cashed in on the reality fashion frenzy with Channel Young's My Style. Though competitions related to the hottest and most fashionable events in Shanghai , audiences still saw something stale in the show's execution.

I didn’t watch My Style very often. I don’t see the contestants’ individual style in their designs clearly. And honestly, that winning T-shirt is just not that cute or impressive to me.- Zhou Wei, 24, male, Graduate, Nantong

Increasing number of talent shows


Chinese cinema is developing at an amazing speed and has huge potential but the movie stars in mainland China are a little bit old, especially the actors. The domestic movie industry needs some fresh air.- Nancy, 23, Female, Suqian (Jiangsu Province) , Journalist

I admit that any art has its own character but I can’t understand why Chinese movies pay so much attention to money instead of humanity.- Chapter, 22, Male, Suzhou, Brand Manager

Movies have a long way to go


Selling out?

As many artists in China struggle to balance their individuality with the draw of fame, we're left wondering if the mainstream is the only route to success.


Winner of “My Show” in 2006, Wang Xiaokun created Dan House in 2009. This year Dan House plans to release its own clothing lineDan House has become an energetic brand that gathers post 80s’ music producers, designers, managers and media to show its vitality in music, product design and performance. Find more information on our blog and at Dan House's website.

Talent show winner starts a new business

http://bergstromtrends.com/post-80s-my-show-winner-wang-xiaokun-merges-fashion-and-music/

http://www.dan-house.com/


“When China first opened up, hip-hop was fresh and new. There was a lot of initial interest, but now people are back into pop music. I think it is really hard for hip-hop to survive in Chinese society. Most Chinese people think only Americans can do hip-hop,” said SaiNa, lead singer. The Big Bad Wolvez is a hip-hop creature from Inner Mongolia.

Don't forget out to check out our post and The Big Bad Wolvez website!

Regular bands struggle to make money in free-access industry

http://bergstromtrends.com/rap-in-china-mongolia%E2%80%99s-big-bad-wolvez-look-to-go-big-time/

http://bergstromtrends.com/rap-in-china-mongolia%E2%80%99s-big-bad-wolvez-look-to-go-big-time/


Cheer Chen, a Taiwanese singer, has been a voice for girl power among Chinese youth, particularly those from the 80s generation. Cheergo.com allows fans to sign up to receive postcards from the pop star via email.

Same entertainment, new horizons


ABOUT US

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OUR STORY

Established in 2006, The Bergstrom Group has developed a reputation for providing vivid customer immersions for brands and agencies. We began our commitment to China by focusing on youth and have since broadened our scope to include women across lower tier to tier one.

Based in Shanghai, our on-the-ground team of subject matter experts, researchers, trendspotters and photographers is dedicated to telling the story of new China in a way that is both authentic and actionable.


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