Recently, Vietnam band- HKT made a cover of a Maydays’ song but sang in Vietnamese called “错错错” had successfully replaced the song “Gangnam Style” by Korean singer PSY. They created a buzz at China biggest social network- Weibo (3 billion users) due to their weird hairstyle and been well known in China just within a week after they sign up the Weibo and posted their music video on it.
(Cover Mayday song “错错错“)
HKT, formed by three 90’s late young mans and had released 5 albums within 6 years in Vietnam. Although some of their songs has been on Vietnam chart but been criticized by local as “shitty music”. However, they realized that China is a big market so they utilized the power of the social network (Weibo) by weird hairstyle in those music video that they covered other famous Asian artists songs and been insanely reposted by Weibo user for their friend to make fun on it. They successfully became the top search term at every Chinese website such as Baidu, Weibo, QQ and the hot topic of many forums, and became the new trend in China.
I still remember my China friend came and visited me last week, she suddenly mentioned about this band during one of our conversations and asked me to watch it through weibo because she thought those guys were crazy, weird and funny. How powerful was the word of mouth through social network, could leads a band or people been well known in a short period of time.
My conclusion is, if you want to enter China market, why don’t create a topic by become weird or acted weird so you could get Chinese people attention immediately and become well known then you could started to promote your own music to the audience in China such as HTK turn into normal looks after they had created the trend. However, you still needed luck and good timing such as some famous artist in Weibo repost your video. Anyway, Good Luck~
(Their current Korea Style)