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Kenny Bloom: China's Music Mogul

By Eric de Fontenay (MusicDish LLC Founder & Publisher)
(more articles from this author)
2009-11-12

The music industry in China has significantly changed over the past couple of decades, from a tightly government-controlled propaganda pipeline into an increasingly powerful and sophisticated economic sector. Spearheading the way in China's entertainment industry is Kenny Bloom, music veteran of over 30 years, and Founder and CEO of VisiTek Holdings, Ltd. Born in New York City, Mr. Bloom, at age 56, has accomplished more than most people do in a lifetime, and he has no plans of slowing his pace. To say that his list of accomplishments is impressive would be a gross understatement.

A winner of the Lincoln Center Award for Music Achievement at age 15, Bloom attended both Julliard and Manhattan Schools of Music Prep Departments. He joined Atlantic Records in 1977 (a subsidiary of the Warner Music Group) and launched KB communications in 1984, one of the first entertainment marketing companies. He formed a joint venture with China Film (China's film monopoly) in 1988 and secured the China license for the Warner Music library, which led to the first foreign owned PRC record company since 1949. Over the years, Bloom went on to produce numerous radio shows, television programs, concerts by internationally renowned artists, soundtracks, and Broadway plays. He is widely recognized as a major player in the entertainment industry.

One might wonder if Bloom would be ready to ride on his reputation for a while, coasting through the years to come after having such an illustrious career. But nothing could be farther from the truth. In fact, Bloom is moving faster, striking harder with a bold strategy to become a leading content producer. Leading the charge is MOGO, a video site covering the emerging independent music scene in China to the young, hip (undeserved) urban music consumer.

I had an opportunity to interview Mr. Bloom regarding his past, and his vision for the future. It was one of the most enlightening, thought provoking, and inspirational interviews I've ever had the pleasure of doing.

You've had over 20 years experience in the Chinese music business, beginning with the launch of Warner Music China. What are some of the unique characteristics that have shaped its development?

For one thing, massive piracy. The only business left now is ringtones and live shows. That said, there are more artists now then every before. 20 years ago there were half a dozen big pop stars and 4 rock bands. Now there are scores of pop stars and well over 300 working rock bands.

So what's sustaining that growth in the face of piracy?

Basically, live shows. The entire industry is going through a global transition. China is no different in that regard.

There's been a lot of talk about the recent WTO decision opening the Chinese market to more Western entertainment, including music. The RIAA reaction to the decision was to state: "Enhancing the ability of the U.S. creative community to do business in China will generate needed revenue and jobs to the U.S. economy." This seems to fly in the face of the piracy problem. But having said that, do you believe that the decision will at least result in an increase in the international repertoire's share of the overall market?

China's music market has a 98% mandarin language repertoire. It's what they like. The WTO decision is certainly not going to change the musical tastes of the Chinese consumers. And why should China embrace western music in a language they don't understand. Does the West embrace Chinese music? That's a totally open market. This has been an inane concept for quite some time, that every market has a pent up demand for Western culture. In a way, it sends a very disturbing message that "your culture is not as relevant".

Let's discuss the latest western invasion in China - Google's oPhone vs. Apple's iPhone, China Mobile vs. China Unicom... While the iPhone launch in China thus far has been disappointing, it is turning into a new platform being seized by indie bands and labels to release content and manage their fan base. How will the smart phone impact the Chinese music business?

It will be a long time before smart phones are in the hands of the "average" Chinese consumer. They are just too expensive to have a huge impact outside of business applications.

But, the Chinese are super-status oriented and there is an upper-middle urban class. Why, when these products are launched in China, would they not be successful - especially with 400 million mobile users?

Even with 400 million users, you are talking about a relatively small percentage of the population who are upper-middle urban class. Out of the total population, maybe 3% can be classified as such. And they're not necessarily listening to music, certainly not Western music.

Pepsi has been making big moves in China with their nationally televised Battle of the Bands "Vox Rock" and launch of their music label QMusic. Is Pepsi really serious about supporting the independent Chinese music scene? And if so, is this a model that will have legs in China (i.e., might we someday listen to Tsingtao's latest buzz band)?

It is essential that corporate sponsors support the music industry. We are now seeing more of it focused on rock and hip-hop. But we also need local media to embrace those musical styles in order to build the consumer base. Otherwise, sponsors won't be able to quantify their investment in music that is outside of the mainstream.

Isn't QMusic much more than sponsorship? They're talking about developing and launching new bands, like Starbucks Hear Music.

Let's see what they do. It's still too early to make judgments as they have not yet started their operations.

I have one final question for you. Mogo is something of a 21st century MTV-like pioneer in China. You are creating original and professionally produced WebTV content (not user-generated), in support of the emerging independent scene (art, music...). That's difficult enough in the West. What are some of the unique challenges you face – the consumer, the government, advertisers?

It's China's own home-grown music TV station and all parties have been very supportive. The biggest challenge we are facing is finding qualified staff. Every company has problems finding experienced workers. Don't forget, the modern era of China is only 30 years old with most of the development coming in the past 10. The word of the day is "patience". It will all happen, but it will happen on China's terms.

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First Acts Revealed For EuroSonic Noorderslag

Url: http://www.eurosonic-noorderslag.nl

EuroSonic Noorderslag is Europe's biggest and most important live music industry conference and showcase festival and following on from the success of artists such as Ida Maria and Casiokids this year's edition will focus on Norway. Taking place in the Netherlands from 14th – 16th January 2010, EuroSonic Noorderslag will transform the city of Groningen into a melting pot of Europe's best new European talent, ready to be discovered by both music lovers as industry professionals.

Each year EuroSonic Noorderslag focuses on a particular European country featuring performances by the best artists and dedicating conference topics to its music industry. 2010 will be the year of Norway. With its vibrant music scene, Norway offers a wide variety of the best music, ranging from hard rock to pop, from indie-dance to Norwegian metal. Confirmed artists so far are: Audrey Horne, Bernhoft, Donkeyboy, Monolithic and Rockettothesky.

In addition to the Norwegian focus, over 200 bands from all over Europe are scheduled to play at the event, all hoping to impress the festival promoters and booking agents in the audience. Confirmed acts include; Agent Fresco (IC), Choir of Young Believers (DK), Deolinda (PT), Everything Everything (GB), Go Back To The Zoo (NL), Gösta Berling Saga (SE), Jasper Erkens (BE), Joensuu 1685 (FI), Lee Everton (CH), Lucy Love (DK), Moke (NL), Rigby (NL), Sliimy (FR), So I Watch You From Afar (IR), Svjata Vatra (EE), Tim Knol (NL), Waylon (NL) and Wickeda (BG).
As the exchange and support of new music in Europe is one of the main goals of EuroSonic Noorderslag, the special European Talent Exchange Program (ETEP) was introduced in 2003. Each year ETEP brings together the leading European festivals, radio and other media and stimulates them to ‘exchange' a selection of artists. 2009 set a new record! 214 shows, with 75 European artists from 18 countries performing at 54 ETEP festivals in 20 countries. A grand total of 965 shows by 346 European artists since 2003. More information at www.etep.nl

Acts that have gone onto success and gain numerous festival gigs after performing at EuroSonic Noorderslag include; Blood Red Shoes (GB), Goose (BE), Kaizers Orchestra (NO), Lykke Li (SE), Pete Philly & Perquisite (NL), Seeed (DE), Yelle (FR) with the White Lies (GB) clocking up a massive fifteen bookings from ETEP member festivals.

"We didn't feel any pressure at EuroSonic Noorderslag this year. At the end of the day, it doesn't matter what job title each member of the audience has, they are still potential fans and still have the ability to be moved and excited by your music. The whole event is in the beautiful town of Groningen and has a great vibe that comes with all early shows in bands careers. It just so happened that after our show, some of the audience became fans and thus asked us to play on some of the festivals and shows that they book and that was very flattering. From that show we were allowed to discover some beautiful areas of Europe over the summer. Parts of Southern Norway, Sweden and even as far as the Czech Republic and Poland. We feel lucky to have played, and proud we won some new fans." Charles Cave, White Lies (GB)

'EuroSonic Noorderslag is an important event for any band who wants to get gigging in mainland Europe. Tonnes of fun and seriously worthwhile.' James Yuill (GB)

"EuroSonic Noorderslag is one of those weird showcase things you do but feel uncomfortable about because it's crawling with music industry types and not many real people, a bit like SXSW. But much like SXSW, if you do a good job of it, you get some way cool stuff out of it. We found that we got offered a lot of good festival slots and started to sell out our Dutch club shows really quickly after doing it, so I reckon it was worth it. It's also in a really fucking cool town." Blood Red Shoes (GB)

"It's quite simple: we made a car called De Staat, and EuroSonic Noorderslag was our ticket to the freeway. Sure, we've done our share of dirt roads, playing local bars and small festivals. People might have heard of De Staat, but EuroSonic Noorderslag really got the thing moving. After our showcases we started playing clubs, and before we could hear one bird whistle, we were set for the summer. Festivals like Pinkpop, Lowlands, Dour, The Great Escape and Sziget are now gigs we can proudly brag about." De Staat (NL)

For more information, please visit www.eurosonic-noorderslag.nl

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Andy Fraser Sponsors Climate Change Video Competition

Los Angeles, CA - November 17, 2009 - Andy Fraser is standing with campaigns such as Avaaz.org, TckTckTck, Repower America, and Al Gore, to help promote the message of catastrophic climate change. In his continuing efforts to keep the climate change issue front and center, Andy Fraser is sponsoring a Climate Change Video Competition for all those concerned about our planet.

Andy Fraser has contributed the song "This Is The Big One", as a worldwide copyright free download, for fellow activists to upload their event videos or pictures, post on YouTube, help spread message and also win prizes.

The 10 Best videos posted on YouTube.com will receive an Apple iPod shuffle, fully loaded with Andy's music catalog, and will be featured on Fraser's website at www.andyfraser.com. Grand Prize winner will receive an autographed custom-built Bass Guitar from Andy's personal collection.

It's very easy to get involved.

1. Download the song at: http://www.andyfraser.com/bigone.html
2. Add your own pix & video clips
3. Upload to YouTube at: http://www.youtube.com
4. Important: "Tag" your video "Andy Fraser - This is the Big One"
5. Make it a response to the original video http://www.youtube.com/watch?v=63qIoGpnrl8
6. Send your YouTube link to: videoactivists@mctrax.com with contact info.

Winners names, and links to The Best Videos on YouTube.com will be announced by McTrax International, and in support of current efforts of keeping the issue of catastrophic climate change in the forefront, in time for the COP15 United Nations Climate Change Conference in Copenhagen on December 7, 2009.

For complete details of the competition visit http://www.andyfraser.com/MakeADifferenceNow/

To View the Video This Is The Big One http://www.youtube.com/watch?v=63qIoGpnrl8

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About Andy Fraser:

Honored by BMI's 3 Million Play Club for crafting monster rock anthem "All Right Now," Fraser's best known around the world as legendary bassist / founding member of 70s rock band FREE, Robert Palmer's mega-hit "Every Kinda People" and songwriter / composer for artists including Rod Stewart, Chaka Khan, Paul Young, Joe Cocker, Paul Carrick, Wilson Pickett, Three Dog Night, Bob Seger, Randy Crawford, Etta James, Frankie Miller, and Ted Nugent.

Fraser is finalizing his upcoming CD "On Assignment" scheduled for release on McTrax International along with the long-awaited "Alive" concert DVD/documentary.

Find out more at:
http://www.andyfraser.com/MakeADifferenceNow/
http://www.youtube.com/watch?v=63qIoGpnrl8
http://www.andyfraser.com/bigone.html

SOURCE: McTraxMedia- Andy Fraser is available for comments and interviews by contacting Cyrene Jagger at McTrax International.

CONTACT: Cyrene Jagger of McTrax International
+1-951-795-4455
cyrene@mctrax.com

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