Gavin
THE CHINESE
HIP-HOP
Background
In China's hip-hop market, rap music has not received much attention compared to other forms of music. Since 2017, a Chinese rap competition show produced by iQiyi named 'Rap of China' went viral in China, the Chinese hip hop had had to bubble away on the underground level for about two decades. However, even if the "Rap of China" affects some hip hop enthusiasts, the current attitude towards rap in China is not friendly at present, and some rappers and songs have been dealt by the Chinese government because the rappers' behaviours and songs deviate from China's core values. Besides, compared with other countries such as the USA, Chinese rap and hip-hop culture cannot take root. It shows a 'Hip hop is growing higher in China, but it is not stronger'.
GOSH is a famous label in China and also facing those challenges, they tend to combine Chinese characteristics with hip-hop culture. For example, GAI, one of the key members of the GOSH label, began to rap with the local culture after his transformation and gained public recognition. This build up a good reputation for GOSH to show the Chinese Majority.
Goals
The main goal of this activity is to help GOSH label to solve those challenges and make hip-hop culture stronger in China. Let people see the other side of hip-hop, rather than the culture that everyone is currently seeing that does not meet core values. One of the most important things in hip hop is ‘keep real’, through the ‘keep real’ to let more people use the form of rap to express their inner thoughts, to be yourself.
Challenge
Compared with other countries such as USA, the Chinese rap and hip hop culture hold a negative attitude by public and be commercialized.
- Chinese hip hop is growing higher but not stronger
- The hiphop culture is still a sub-culture in China and does not fit the core value for the Chinese mainstream.
- Hip-hop cannot make a root in China.
- Hip-hop in China is over commercialized.
Who are we talking to?
All over the world, there are 26% of people who likes hip-hop, 24 million confirmed people between the ages of 19-34. Music plays a significant role in Chinese life. More than 977 million Chinese listen to music every week, accounting for 72% of the total population, youngest audience make big contributions in it.
•the 15-29 demographic makes up 22.8% of the population in China.
•37.1% of 15-25-year-olds in China love hip hop, or about 296 million people in total.
Where should we target ?
Chongqing
GOSH Music is the flying flag of Chongqing, the group’s style spans a range as wide as the mountains that flank Chongqing. From Bridge’s "Day-Glo melodies" to Wudu Montana’s "earthen portraits of everyday life", from Gai’s classical canvasses to K-Eleven’s iced tea sweet auto-tune, their music reflects the vastness of the city they call home.