From cultural intermediaries to platform adaptors: the transformation of music planning and artist acquisition in the Chinese music industry

Drawing from interviews with staff who sign and work with musicians and songwriters in the Chinese music industry, this article adopts the concepts of ‘cultural intermediary’ and ‘platform adaptor’ to trace a series of transformations since the post-1978 market reforms up to the present day. We argue that significant artistic and cultural shifts have occurred as the creative practices of music planners at record companies are superseded by content operators more narrowly focused on constructing content at digital platforms and adapting songs to short video platforms. The article locates the affordances of new media within a broader context of change and continuity in the Sinophone popular music world, contributing new knowledge about the work of music industry personnel involved in artist acquisition and repertoire development, adding to scholarship on an important yet under researched period in the history of the Chinese music industries.