Mainland internet portal Sina.com strikes deal to stream indie music and video clips from its website
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.