Summary of the Key Points
The core message of this article is that the Chinese music industry is transitioning from a “golden age” characterized by widespread popularity and frequent release of classic songs, to a “normal development stage” where there is a variety of music but a lack of super hits and universally beloved stars. The days when everyone sang the same songs and albums sold millions of copies are unlikely to return.
Detailed Analysis
1. Understanding the “Golden Age” of Chinese Music
The “golden age” generally refers to the period from the 1990s to the early 2000s, encompassing the music scenes in Hong Kong, Taiwan, and the Chinese mainland. This era had several distinct features:
- Widespread hits: Songs like Jay Chou’s “Double Cut Stick,” Faye Wong’s “Red Beans,” and SHE’s “Super Star” were played everywhere, and even the elderly dancing in the squares could hum them.
- Massive album sales: Albums could sell millions of copies (for example, Jay Chou’s “Seven Miles Fragrance” sold over 3 million). Singers made substantial profits from these sales.
- Strong celebrity influence: Singers were true national idols, with their popularity extending beyond music into films and advertisements, making them the center of attention wherever they went.
- Professional production: The entire production process, from writing to recording to distribution, was overseen by professional teams, ensuring high-quality music.
In short, it was an era when a single song could become a national sensation, and a singer’s fame could span across the Chinese-speaking world.
2. Why Do We Now Refer to It as a “Return to Normal?”
The term “normal” is used in contrast to the exceptional prosperity of the golden age. The current music industry has the following changes:
- Lack of universally beloved stars: While singers are popular, their appeal is often limited to specific demographics. For instance, young people may enjoy rap artists, while older listeners may prefer traditional folk music.
- Fragmented listening habits: People no longer buy entire albums; they listen to short clips on videos and only search for the full song if they like a particular part.
- Diverse artist types: The industry is no longer dominated by major labels; independent musicians, online singers, and traditional Chinese music artists are gaining prominence. For example, the song “The Brave One,” which became popular on short videos, was created by an independent artist.
- Hits are no longer widespread: A song that goes viral on platforms like TikTok may only be popular among young people.
In summary, the music industry has become more diversified, with less uniformity in popular tastes.
3. Why the Golden Age Is Hard to Recapture?
There are three main reasons for this change:
- Changes in distribution channels: Television, radio, and record stores were once the primary means of spreading music; now, short videos and streaming services make it difficult for a single song to reach everyone.
- Changing audience preferences: Young people enjoy a wide range of music genres, and personal tastes are more diverse.
- Shift in how the industry makes money: Profits are now derived from copyright fees, live performances, and endorsements, so singers don’t need to invest months in a single album to make a profit.
- Lower barriers to entry: Music production has become more accessible with smartphones, leading to a greater number of artists, but the quality of music has decreased.
4. New Opportunities in the “Normal” Music Industry
Despite the lack of the golden age’s glory, there are positive aspects:
- Greater opportunities for newcomers: An ordinary person can gain fame through social media, without relying on major labels.
- Rise of traditional Chinese music: Songs that incorporate traditional culture are becoming more popular, such as “Blue and White Porcelain” and “The Red Actor,” which combine music with cultural significance.
- Integration with other industries: Music is being used in films and games, providing new revenue sources for artists.
- Paying audiences: People are more willing to buy digital albums and subscribe to music services, allowing musicians to sustain themselves without relying on album sales.
In conclusion, although the golden age may be gone, the current music industry is more equitable and dynamic. Everyone can find the music they enjoy, and every artist has a chance to be recognized.
In Plain Language
The Chinese music industry isn’t “doomed”; it has evolved from a period dominated by a few major players to a stage where more people are involved in its development. In the past, everyone listened to the same songs; now, people have different preferences. This is a sign of the industry’s maturity. After all, there is no eternal golden age, but there will always be good music.