A new deal between mainland internet portal Sina.com and a collection of independent British musicians is being hailed as a model for promoting foreign acts in China while legitimising the online music business.
The Association of Independent Music, which is based in London and represents dozens of independent musicians, has brokered an agreement to have music and video clips streamed from Sina's website.
The content will be offered at a 'British Music' sub-portal set up for the purpose with links to artists' third-party websites.
The association and its local consultant, SWAT Enterprises, act as representatives for a growing number of independent British musicians whose material often lies outside the mainstream of Chinese pop.
'With the advent of the digital economy just around the corner we are very excited that British music will find a willing and hungry audience in the burgeoning Chinese market,' said association chairperson Alison Wenham.
For foreign independent music, which comes a distant second to local artists in the hearts of mainland audiences, finding a vehicle for exposure in China is a victory. Radio is barely listened to, while television is limited to state-run CCTV and a handful of channels operated by local governments.
Vivek Couto, executive director of consulting firm Media Partners Asia, said: 'Opportunities to use television to promote foreign artists are limited. MTV Mandarin is legally only distributed in Guangdong on a 24-hour basis, while elsewhere it is syndicated through hotels and programme blocks on CCTV.'