Online streaming service sets up venture to promote Western classical music

NetEase Cloud Music, an online music streaming service under Chinese internet company NetEase Inc, has launched a channel for Western classical music, one of the first of its kind in the country, in the hope that younger audiences will take to the genre.

Besides programs on classical music divided by categories, such as composers and musical instrument players, the platform also features classical music based on different forms, such as opera and chamber, and based on seven periods, including the Renaissance (1400-1600) and Baroque (1600-1750).

NetEase Cloud Music, which is one of the largest mainstream music online services in China, has more than 600 million registered users. Wu An, its product manager, says preparations for the launch of the music channel took four months, and aims at filling in a gap for those who have no classical music training background but want to learn about classical music.

As for the future of Western classical music in China, Lyu Jia, the music director of the National Center for the Performing Arts in Beijing and the principal conductor of its orchestra and chorus, says that a large number of young Chinese are currently learning to play Western musical instruments, either in schools or with private tutors. The average age of musicians with the NCPA Orchestra and NCPA Chorus is 30.

Besides, Wu says research shows that a new generation of Chinese is following classical music through different sources.

The NCPA is one of the most popular venues for young people to enjoy classical music. More than 9,600 performances have been staged at the venue since 2007, with more than 900 held last year alone.

Meanwhile, one of the most followed online programs on classical music on NetEase Cloud Music is Chiao Enjoys Classical Music.

The show, which is hosted by Taiwan classical music critic Chiao Yuan-pu, who holds a PhD in Musicology from King's College London, offers basic knowledge about classical music and features about 200 classical music pieces.

The 60-episode program has been played more than 15 million times.

As for the future of the channel, Wu says: "More than 80 percent of our users are young Chinese born after 1990. And they are keen on learning about classical music."

Separately, NetEase Cloud Music has teamed up with international record labels and publishers specializing in classical music, like Naxos Records, Hanssler Classic and Deutsche Grammophon, to offer legal classical music to listeners.

chennan@chinadaily.com.cn

(China Daily 02/16/2019 page12)