Multi-National Record Label Cheerful Music Takes the SXSW Stage, at the EAST × WEST session

Acclaimed record label Cheerful Music, which is invested in and backed by technology giant Tencent Music, has been invited to participate in a key panel discussion at renowned festival and conference SXSW, in Austin, Texas this March. The label, which was founded by industry thought leader and professional singer-songwriter – turned music entrepreneur Snow. J, known for her extraordinary vision in bridging the Chinese market with the West, will participate in the East x West: Cross Cultural AI Trends In Music Production panel discussion on 16 March. 

Based between London and Shenzhen, Cheerful Music is known for its viral hits like ‘Yi Xiao Jiang Hu’, which amassed over 50 billion hits on TikTok, while the label has made a series of pivotal strategic moves, including partnering with Universal Music Publishing Group (UMPG) and appointing UMPG as the exclusive overseas agent for Cheerful’s Music’s copyrights. Additionally, in July last year a partnership was established with Sony Music in order to facilitate distribution and catalogue management. Established in 2019, Cheerful Music boasts a roster of global hitmakers including Snow. J, Silk Ye, Daven Wu and Michaelachel. 

Under the leadership of Snow. J, Cheerful Music has firmly positioned itself as a multi-national powerhouse, which has gained momentum since the opening of its London branch. The label combines strong infrastructure with a focus on discovering and developing emerging talent, providing innovative promotion, marketing, and artist support. In a music industry transformed by social media and streaming, Cheerful Music aims to help artists reach global audiences while cultivating loyal, engaged fanbases in the physical world. Together, the team positions Cheerful Music and its artists at the forefront of cross-border music, championing the growing influence of Chinese music companies in the global market.

Last year alone, Snow. J was invited to share her knowledge at Harvard Business School in Boston, Harvard Business School China, Amsterdam Dance Event (ADE) (NL) and The Great Escape (UK), while they’re now looking forward to the East x West: Cross Cultural AI Trends In Music Production panel discussion, which takes place from 2:30pm until 3:30pm on 16 March. The panel will explore the evolving Chinese music industry, with a focus on how AI is being used in production, the current industry standards, and how DSP platforms and labels are responding to these innovations. It will showcase real examples of cross-cultural collaborations and illustrate how technology is reshaping music creation, distribution, and label strategies, offering valuable insights for international artists and partners interested in China’s market.

Cheerful Music founder and CEO Snow. J will be part of the panel discussion, along with Vivian Wei who is the Vice President of Copyrights at Netease Music, Joe Jing Guo founder and CEO of ACE Studio, as well as independent music producer and DJ MKJ. SXSW has been taking place annually for nearly 40 years, and has established itself as a cornerstone of global culture, music and arts while drawing hundreds of thousands of attendees each year. Participating at SXSW is another significant milestone for Cheerful Music, as it not only highlights the label’s profound evolution and impact, but also the growing influence of Chinese music companies within Western markets. 

Cheerful Music founder Snow. J shared: “The music industry is at a historical inflection point driven by AI, and China is at the forefront of this transformation. I am honored to join such esteemed colleagues at SXSW to discuss how we are navigating these innovations and empowering artists worldwide. Participating in this global stage is a milestone that reflects the growing influence of Chinese music tech, and Cheerful Music is committed to be the catalyst for these cross-cultural breakthroughs.”

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