China's Music Industry: Public interest in niche industry grows

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Musicals like Mamamia and Phantom of the Opera are familiar names to many youngsters. But the art form has always remained a niche, one that hasn't spread much outside China's big cities. That may be changing, as a popular reality show is winning over new fans every day. Here's CGTN's Yang Chengxi.

This is Super Vocal. It's China's first talent contest for opera singers and musical performers that have gained mainstream traction. Video website iQiyi, the show's online distributor, ranked it the fifth most watched reality TV program nationwide. Musical industry veteran Wang Chen works with the show as a career councilor.

WANG CHEN, COO CHINA DREAM LIVE ENTERTAINMENT "Honestly, I was a bit surprised. But the show did something right, form an all-male cast. About 70 percent of the target musical audiences in China are female."

He helped adapt the Chinese version of Mamamia, the Broadway classic. Although the industry is still young, he says there is a growing number of urban residents interested in this art form.

"The first time we adapted the musical, we had 80 shows in Beijing alone, which was unprecedented."

But others say it's rare for other musicals to sell out. While the number of shows has grown in recent years, revenue has been unstable at best. In 2017, musicals took in only 217 million yuan at the box office; a tiny fraction compared to movies. Analysts say many factors are to blame.

YANG CHENGXI SHANGHAI "The essence of a musical is that it's performed live. There's no post-production safety net and the quality of the show depends solely on the skills of the actors."

XUE CHI, VOCAL TEACHER SHANGHAI THEATER ACADEMY "Currently we have at least ten conservatories and theater academies in China."

Xue says there is great demand for classically trained talent, if China wants to catch up in this industry.

"This musical part in China is still young, so we need more professionals, actors, performers. Welcome to China, bring your high technique and teach us."

The rising popularity for the genre has affirmed beliefs that more people will join the industry. From singers, to performers, to script writers. Xu Lingqing is writing her first musical about urban white collar professionals.

XU LINGQING MUSIC COMPOSER "I haven't seen anyone write a musical on this topic that is very reflective of today's society and today's business environment in China."

But it is difficult to start in an industry where resources are still limited.

"In China, in this environment right now there are definitely a lot of issues with finding funding for new musicals like this one. There tends to be a lack of the entire ensemble of people who are needed to put together a musical."

Experts say China is far from seeing a golden age for musicals and operas. But the rising public interest puts the industry on track to make it big. YCX, CGTN, SHANGHAI.