In China, Tencent Music has plenty of history as a direct distribution channel for independent musicians, which is now concentrated in its Tencent Musician arm.
Its latest project is interesting. ‘Root Music’ is a collection of Chinese folk tracks in local dialects, with its lineup chosen by listeners rather than by Tencent Music’s own curators. Nearly 3k tracks were submitted as part of a contest, with nearly 350,000 fans then voting to decide which 12 songs would make it onto the compilation.
The album is available on TME’s three streaming services in China, with documentaries on each of the 12 artists also released.
The company also announced its latest stat for the success of the Tencent Musician program overall, saying it has generated 590m yuan (around $86.5m) for artists since its launch.