Shining on Chinese Music Charts: Nao Yoshioka’s Promotion in China
- Top 1 Track in NetEase Music Official Playlist
- Top 14 on the Netease Music Shangyin Chart
- Top 73 on the Netease Music Viral Music Chart
Japanese R&B singer Nao Yoshioka’s entry into the Chinese music market was marked by a comprehensive promotional campaign orchestrated by Kanjian Music, resulting in her track climbing to No. 73 on the Netease Music Viral Music Chart and an impressive No. 14 on the Netease Music Shangyin Chart. In just a short time, the track garnered “Saved” count rapidly rising from zero to 999+. These achievements underscore the effectiveness of our strategic planning and deep understanding of the Chinese market, which enabled us to not only maximize her visibility but also cultivate an engaged fanbase. Through targeted ads and playlist placements, we successfully fostered Nao Yoshioka’s “first-generation” fans within the market, laying a solid foundation for her continued growth in China.
Strategic Promotion
Official Ads Placement on Netease Music： Our campaign commenced with targeted ads on Netease Music, ensuring that Nao Yoshioka’s track reached a broad and diverse audience.
Third-Party Playlist Placement： We secured placements in influential third-party playlists, significantly boosting the track’s exposure and streams.
Social Media Music Critic Influencer Reviews： Collaborations with music critics on social media provided credible reviews and reposts, enhancing the track’s credibility and reach through word of mouth.
Social Media Music Media Accounts: Music video reposts on various music media accounts further amplified Nao Yoshioka’s visibility across platforms.
Strategic Social Media Promotion: We deployed targeted promotions on Weibo, Xiaohongshu, and WeChat, aligning Nao Yoshioka’s music with audience interests and trending topics.
Exclusive Interview: An exclusive interview, available both in video and article formats, was conducted and shared on social media, offering fans deeper insights into Nao Yoshioka’s music and artistic vision.
Result & Analysis
The campaign’s success is reflected in several key performance metrics:
Chart Performance
- Netease Music Viral Music Chart: The track climbed to No. 73.
- Netease Music Shangyin Chart: Achieved an impressive No. 14 position.
- Official Playlist Inclusion: Featured as the top track in Netease Music’s “The English songs that you will fall in love with” playlist.
User Engagement
- Completion Rate: A high completion rate of 70% highlighted the track’s engaging nature.
- Retention Rate: The retention rate stood at 60%, reflecting listener loyalty.
Demographic Insights
- Gender Ratio: Male listeners constituted 58.4%, while female listeners were 41.6%.
- Age Distribution: The majority of listeners were aged 18-24 (55.9%), followed by 25-30 (22.5%), 0-17 (12.7%), 31-40 (6.7%), 41-50 (0.5%), and above 50 (1.8%).
Strategic Promotion
Video Storytelling: We initiated Jong’s journey by producing a music video that provided a narrative scaffold for each track, vital for visualizing the album’s thematic essence. This was especially crucial for a new artist like Jong, allowing potential fans to forge a connection with his artistic vision through a more engaging medium.
Targeted social media Blitz: Alongside the music video, our targeted social media campaigns captivated both classy pop and emo music aficionados, amassing 679k views on Weibo and catapulting Jong’s visibility in the digital space.
Algorithmic Engagement: We leveraged Netease Music’s platform, known for its user base’s affinity for exploratory and nostalgic sounds, to elevate Jong’s presence. Our strategy involved precise placements during high-traffic periods and cultural festivities, aligning Jong’s musical narratives with audience sentiment.
Conclusion
Nao Yoshioka’s successful promotion on Netease Music underscores Kanjian Music’s strategic expertise and profound understanding of the Chinese music market. The impressive chart positions and substantial user engagement achieved through our multifaceted promotional approach have firmly established Nao Yoshioka in the Chinese R&B scene. Our efforts have not only boosted her track to prominence but also laid a solid foundation for her future success in the Chinese offline market, paving the way for continued achievements in the region.
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