This is a guest post by Su Yi, via Kanjian Music, the Chinese music services company which is Music Ally’s partner for our Music Ally China arm. Su Yi explores a music industry trend inside China that may not yet be well known elsewhere: the Gufeng genre of music which has emerged in recent years, confusing some, and being embraced by others.
Origins and Evolution
In China’s music industry, where commercialisation often dictates trends, a unique genre called Gufeng has emerged, blending classical lyrics with a modern approach to melody. Gufeng music has traversed a tumultuous journey, oscillating between creative freedom and commercial constraints. Between 2015 and 2017, Gufeng music made its way out of the commercial market and into the public eye.
Gufeng, a distinctive genre born in the 21st century, embodies the essence of traditional Chinese culture. Initially nurtured by online enthusiasts covering traditional songs, it gradually evolved into a community-driven movement on platforms like 5SING Music and YY Voice, which brings together most of the artists of the early Gufeng music community. However, early creations often lacked original melodies, borrowing heavily from Japanese, Hong Kong, and Taiwanese music, sparking debates over copyright and creativity.
Despite these challenges, Gufeng music gained traction in the 2010s, resonating with audiences enamoured by traditional Chinese culture and the burgeoning ACGN (Anime, Comic, Games, Novels) community. The genre’s thematic alignment with Chinese heritage and values rode the wave of China’s “cultural confidence,” garnering support from both artists and fans alike.
“The audience must first be people who love traditional culture, that’s for sure. And then there are some who may be ACGN young fans,” a Gufeng music lover known as A Shuishui says.
The pan-ACGN cultural community is made up of mostly young people, and Gufeng music, can reach them while they are still in the stage of aesthetic cultivation, value change, and high acceptance of new things.
The Golden Era
A watershed moment arrived in 2015, marked by the inception of offline nationwide concerts and a surge in online engagement, and the number of listeners surged. Spearheaded by initiatives like crowdfunded albums, Gufeng music flourished, and this period saw a convergence of cultural revivalism and commercial viability, as Gufeng music permeated various media forms, including gaming soundtracks and film scores.
Navigating Commercialization
However, the euphoria was short-lived, as the advent of short video platforms disrupted traditional consumption patterns. The rise of platforms like TikTok and Kuaishou as long-form content platforms slowed, and a decline in offline performances, challenged Gufeng music’s market relevance. Artists grappled with the dilemma of balancing commercial imperatives with creative integrity, as the industry veered towards formulaic production and standardised formats.
Resilience and Adaptation
In response to these seismic shifts, GUFENG artists embarked on a journey of reinvention, leveraging short video platforms to reach wider audiences. While some purists lamented the “commercialisation” of their craft, others embraced the opportunity to evolve their sound and engage with new fan bases.
“I found that some Gufeng singers are considered to have ‘gone commercial’,” says songwriter He Xin. “Of course, ‘gone commercial’ is not a derogatory term: it means that they may sing in a more down-to-earth way.”
The influx of capital infusion and professional expertise reshaped production quality, albeit at the cost of artistic spontaneity. And the development of short video platforms has brought not only aesthetic changes, but also a reshuffle of the audience market.
Looking Ahead
As GUFENG music navigates the ever-changing currents of the music industry, its future remains uncertain yet brimming with potential. Despite the challenges posed by evolving consumer preferences and market saturation, proponents like He Xin remain optimistic about the genre’s enduring appeal. With a rich tapestry of talent and a devoted fan base, Gufeng music stands poised to weather the storms of commercialization and carve out its niche in China’s cultural landscape.
According to He Xin, the game industry is where the “most money” is for the Gufeng music, in the field of film and television OST, it has been at a disadvantage. But He Xin believes that Chinese people are predisposed to Gufeng music, and there will always be a new audience for it.
In the words of Gufeng music business entrepreneur Bang Sangou, “Gufeng music has integrated too many people’s feelings… There’s so much love.” While the golden era may have faded, the spirit of Gufeng music endures, awaiting its next renaissance.
