Cheerful Music, one of China’s fastest-growing music companies, is expanding its international presence as demand increases for cross-cultural collaboration in the global pop industry. Founded in Shenzhen in 2019, the company opened a London office in 2023, signalling its intention to build a two-way exchange between European markets and China’s rapidly developing music landscape. The company has already established itself as a major player in China, with a strong domestic reach and a growing international profile.
Central to Cheerful Music’s strategy is the integration of Chinese and Western music influences, supported by a business model that encompasses production, global distribution, licensing, artist management, and digital promotion. The company says this approach allows it to support artists at every stage of their development while also accelerating their access to international audiences. Its catalogue now includes a broad range of genres and minority languages, alongside a roster of musicians from multiple regions around the world.
Cheerful has been responsible for several high-streaming releases that have gained traction online, including tracks such as ‘YI XIAO JIANG HU (Subject Three)’, ‘MO WEN GUI QI’, ‘BAN SHENG XUE’, and ‘XIANG SI YAO’. Many of these recordings have found success not only on Chinese streaming platforms but also on digital charts beyond Asia. The company reports growing interest from music supervisors, with more opportunities emerging in film, television, and advertising sync deals.
Recognition of the company’s business model has also come from academia. In 2024, Cheerful Music became the first Chinese music company to be featured as a case study by Harvard Business School. A year later, founder Snow.J was invited to address an audience of 137 global business leaders and CEOs, outlining the company’s strategic plans and growth path. The company described the recognition as a milestone for the visibility of Chinese music businesses on the global stage.
Cheerful Music says its long-term objective is to introduce more Chinese music to international audiences while supporting overseas artists seeking to enter China’s expanding digital music market. With increasing collaboration across borders and strong streaming performance, industry watchers suggest that Cheerful could become a significant player in the next phase of global pop development. The company maintains that its mission remains the same: helping the world to hear Chinese music, and helping international talent be heard in China.
Learn more about Cheerful Music on their website, TikTok, and Instagram.
