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https://www.theguardian.com/music/2026/feb/17/its-a-nice-surprise-to-be-treated-like-kings-why-are-mid-level-british-indie-bands-massive-in-china>
"When I joined the band Swim Deep 13 years ago, my dreams were much like those
of any young musician: to play Glastonbury, to tour America and to hear our
music on the radio – all of which we’ve managed to achieve. But what I hadn’t
counted on was finding a fanbase in China. Despite us never having knowingly
released our music there, Swim Deep recently returned triumphant from our
fourth run of shows on Chinese soil in barely 10 years, and we’re not the only
British indie band benefiting from this unexpected opportunity.
China has had an enthusiasm for British and Irish pop acts for years, long
before its ¥500bn (£531m) music industry overtook France to become the world’s
fifth largest in 2023. Jessie J became a phenomenon after winning the country’s
premier singing competition in 2018, while Westlife have spent decades playing
to thousands in Chinese arenas and stadiums. But less heralded is a growing
interest in grassroots UK indie bands, for whom the unexpected demand – and
promise of excellent pre-gig catering – presents a financial and spiritual
lifeline as returns increasingly diminish on home soil.
The Underground Youth, formed in Blackpool in 2008, have spent more than 15
years “slogging night after night through small clubs in the UK and Europe”,
says frontman Craig Dyer. Twelve albums in, Dyer says that touring at home is
no longer financially viable, with accommodation and catering costs often
outstripping performance fees.
In China, the experience is quite different. Tours are often pitched to artists
as all-inclusive offers, with promoters taking on a financial risk by booking
large venues and covering internal travel, hotels and hot meals on top of a
multishow fee – a risk they’re happy to take, because of the passion for
British artists among Chinese fans. “It’s some of the best treatment we’ve
had,” says Dyer, citing the 14 gigs they’ve played there since 2019. “We’re in
nice hotels, being taken out for meals, and having small cares taken care of
without thinking. And the professional level of the venues goes above and
beyond what we’re used to.”"
Share and enjoy,
*** Xanni ***
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mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
