MetaMoon Festival brings Chinese, Taiwanese R&B and hip-hop acts to U.S.

Music lovers have received a taste of that through festivals like 88rising’s Head in the Clouds, which has also brought over Higher Brothers, as well as soloists like Jackson Wang and Lexie Lu. Last month, 88rising held their first ever Head in the Clouds festival in China. The U.S.-based 88rising has paved a path for Asian artist visibility in the states; their office in Shanghai highlights an interest in expanding into China’s market as well. Their lineup for HITC China was predominantly Asian artists from China or elsewhere in Asia. It offers a unique juxtaposition as MetaMoon takes the inverse approach by bringing the Asian talent to a smaller and intimate indoor venue.

“It speaks to the potential size of the global market for Asian artists and for music fans that 88rising’s HITC and MetaMoon can not only co-exist but hopefully collectively support the growth of the overall market on both sides of the Pacific,” Chen says.

The market in Chinese music entertainment is huge, especially when examining the rap and hip-hop scene. Just take reality competition show The Rap of China as an example. First premiering in 2017, the show garnered over 1.3 billion views within its first month, helping catapult a once underground scene to greater heights. That tide of talent can be exciting and fresh for American audiences.

“The new generation of C-pop artists are more international, well-traveled and bilingual. Their music influences come from the West, yet they still stay true to their artistry and identity. It goes beyond just C-pop, too,” Chen says. “Artists from other parts of Asia are starting to build fan bases outside of their home markets in places where there is a strong Asian diaspora.”