British pop sensation Jessie J, whose real name is Jessica Cornish, has made a triumphant return to the Chinese music scene, performing for a vast audience just a week after announcing she was cancer-free. Her recent appearance on the popular Chinese singing competition 'Singer', where she delivered a rendition of Frank Sinatra's 'My Way' and her new song 'California' (with a localised lyric change to Changsha), highlights the enduring appeal and significant opportunities within the East Asian market for Western artists.
Cornish first achieved widespread recognition in China in 2018 when she won 'Singer', a show that can attract billions of views for a single episode. This initial breakthrough allowed her to tap into a market where her career in the West had reportedly seen a decline. Her connection with Chinese fans remains strong, with the singer expressing on Weibo, a Chinese social media platform, that the continued recognition and affection mean 'more to me than people can imagine'.
The landscape of the Chinese music market has evolved considerably since Cornish's initial success. In 2018, the potential was clear, with a rapidly growing and digitally-savvy young audience. Government crackdowns on illegal music streaming also strengthened copyright protections, enhancing earning potential for musicians. Consequently, the Chinese recorded music market has climbed from the seventh largest globally to the fourth, recently surpassing Germany.
However, the competitive environment has intensified, particularly since the Covid-19 pandemic. The absence of foreign artists during the pandemic allowed the domestic music industry to significantly elevate its standards. This means international acts now need to work harder to capture the attention of Chinese music consumers. Alex Taggart, founder of artist management and music consultancy Isle Of, noted that before Covid-19, it was 'much easier to be a random western artist in China doing well'.
Other Western acts have followed Jessie J's lead, adapting their approach to connect with Chinese audiences. The Irish boyband Westlife, for instance, have built a substantial following over two decades, performing in China more than 20 times. They impressed fans by performing a song entirely in Mandarin at a Wuhan show in 2023 and featured at China's flagship Spring Festival Gala, watched by over 650 million people. Charli XCX also garnered attention by collaborating with Chinese electronic musician Howie Lee on a Mandarin version of her hit 'Boys'. The preference for ballads, a style adored in China, is also a common thread among successful Western artists like Jessie J and Westlife.