How Can We Pitch In?
There is no single way into Chinese market.
Every artist arrives with a different audience, story and ambition. We start with the music, work out where the opportunity is, and build from there.
Our work covers digital PR, original content, creator collaborations and live opportunities — with a focus on helping independent artists build something meaningful rather than simply being present on another platform.
OUR PLATFORM / YOUR CHINA STRATEGY
Built through music.
Shaped for your audience.
Our work as a music platform informs how we help artists and their teams connect with listeners in China.
GOATFANS channels
Bilibili · RED · Douyin · YouTube
- Music storytelling
- Editorial perspective & original content
- Audience understanding
- Listener conversations & feedback
- Local knowledge
- Chinese platforms & music culture
OUR EXPERIENCE + YOUR PROJECT
GOATFANS services
Shaped around your artist, release and goals in China.
For artists, labels & management teams.
Your audience in China
Discovery · Engagement · Connection
01 / STRATEGY
Digital Strategy & PR
Build the foundations first.
You don't need to be in China to start building an audience here.
We help artists and their teams understand where their music sits in the Chinese market, how it should be introduced, and which platforms and communities make the most sense.
This can include:
- China market and audience positioning
- Chinese artist biographies and EPK localisation
- Release and campaign strategy
- Chinese press releases
- Music media outreach
- Platform strategy across Bilibili, RED, Douyin and Chinese music platforms
- Building a long-term, searchable Chinese digital presence
Localisation, to us, isn't simply translation.
A biography that works in London, Berlin or New York won't necessarily tell the same story in China. We look at the references, context and conversations around an artist and find a way of introducing them that makes sense to Chinese listeners — without losing what made the artist interesting in the first place.
02 / CONTENT
Content & Creator Campaigns
Give people a reason to care.
GOATFANS began as a music content platform, and content remains at the heart of what we do.
We create stories around artists and records rather than treating music promotion as advertising.
Depending on the project, this might include:
- Original GOATFANS editorial content
- Artist interviews and conversations
- Record and release features
- Short and long-form video
- Bilibili, RED and Douyin campaigns
- Creator collaborations
- Music community seeding
- Campaign concepts built specifically for Chinese audiences
Sometimes the best way to introduce an artist isn't to tell people to stream a new single.
It might be the story behind a record, an unusual production choice, an influence, an instrument, a live performance, or simply the reason the music matters.
That's the part we like figuring out.
03 / BE THERE
Live & China Visits
Take the relationship offline.
For artists planning to visit China, we can help explore opportunities beyond digital promotion.
Rather than jumping straight into a large tour, the right first step may be a small showcase, listening event, collaboration or appearance that introduces the artist to local listeners and the wider music community.
Depending on the project, we can help with:
- Showcase planning
- Venue and event research
- Promoter and local partner introductions
- China live-market guidance
- Local campaign support around confirmed shows
- Artist appearances and collaborations
- Tour and itinerary consultation
Travel, accommodation, visas, venue hire and other production costs are normally handled separately depending on the project.
STAY IN TUNE
Where we work
Our main focus is China's music and social ecosystem, including:
- Bilibili
- long-form video, music culture and highly engaged communities
- RED / Xiaohongshu
- discovery, taste and lifestyle-led conversations
- Douyin
- short-form discovery and cultural momentum
- NetEase Cloud Music & Tencent Music platforms
- listening, artist discovery and fandom
BEAT THE RUSH
When should we talk?
| Project | When to get in touch |
|---|---|
| Digital PR | For digital PR, we recommend getting in touch around 4 weeks before release. |
| Release campaign | For a wider release campaign, 10 weeks gives us more room to develop the story, content and outreach properly. |
| China showcase / live visit | For a China showcase, headline show or multi-city visit, 3 months or more is preferable. |
Working on a shorter timeline? Send it over anyway. We'll tell you what is realistically possible.