Chinese streaming service NetEase Cloud Music has published a report hailing the fact that the number of Chinese independent musicians on its platform has doubled in the last year.
There are now more than 200,000 of them, up from 100,000 in 2019, and just 20 million back in 2016. “Compared with 2017, over 40% of independent musicians in China saw an obvious revenue growth,” explained the report, which was released this morning.
“The total revenue of musicians participating in our Project Cloud Ladder, an initiative to encourage independent musicians to create better music, exceeded over RMB 100 million in the first 10 months of 2020.” That’s around $15.1m.
The report also adds that in 2019, there were more than 273bn streams of songs from independent musicians on NetEase Cloud Music. Meanwhile, around 86% of them are under 30 years old.
The service is in keen competition with rival Tencent Music for these independent artists. Earlier this year, Tencent said that its Tencent Musician indie program had generated RMB 590m for artists, and more than 400bn streams – both figures since its launch.