The document discusses how new technologies have impacted Chinese youth culture and entertainment. It describes different generations (70s, 80s, 90s) and the iconic technologies that shaped them. Today's youth are frustrated by a lack of creativity in mainstream entertainment like reality shows and movies. While some artists and bands try to survive outside the mainstream, it is difficult. The document advocates learning more about new trends in Chinese entertainment by exploring the resources on The Bergstrom Group's website.

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CHINESE
MUSIC
AND
ENTERT
AINMENT
PERSPECTIVE

2. www.thebergstromgroup.com telling the story of new China
INTRODUCTION The arrival of new technologies
has undoubtedly impacted how Chinese youth perceive
themselves and their social circles, and in turn has had a
profound effect on the music and entertainment industry.
The latest in Chinese entertainment seeks to reinvigorate
time-honored classics in order to accommodate the hot
new trends that are sweeping the mainland.

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Iconic technology and media:
Understand different generations’ characteristics and motivations

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Back to the 70s’ golden days, when youth were called the future of the country,
television was a rare thing and movies were luxury products; one of the most common
forms of entertainment was listening to songs on the radio.
We called them rich if a family got had both a radio and a television. We bought our
first black and white television when I was 17. – Wang Yan, 35, female, Shanghai

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As the first generation influenced by foreign exposure, 80s have a much wider field to
choose from when it comes to icons. Pagers were 80s’ most coveted devices until mobile
phones hit the scene and gaming was born.
A pager was all that I wanted when I was in junior high school. Some friends of
mine got their pagers and I was really jealous. But, I never got one. Then came the
mobile phone. I still remember my mom’s pager number, even now. Now I only see
pagers on Grey’s Anatomy. – Anna, 23, female, Shanghai

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The 90s generation has been impacted not only by access to new information but has
been impacted by the 24/7 availability of it. This generation is the first to live and breathe
multi-tasking and instant access as a way of life, not merely as an option.
I started to use WAP on my mobile phone last year. It’s such a convenient function and allows
me to check my accounts on Renren, Kaixin, and QQ anytime, anywhere. Plus, it only charges
me 5 RMB to download 30 megabytes a month. I have heard of Wi-Fi but my Sharp phone
doesn’t support it. Sharp mobile phones are nothing but a pretty layout. Not much is
supported, only old versions of QQ. I will definitely try wi-fi when I can afford a new mobile
phone. – Ariel, 19, female, Nantong

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What's in theaters? How do Chinese
youth perceive current media?
While the nostalgia of certain shows and movies appeals to young people,
most are frustrated with the lack of creativity in the entertainment industry.

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Television and films targeting a post-80s audience have become an
entertainment staple for youth in China. The most recent, Marriage Battle
just finished its first-run on TV and clocked over 10 million hits a day on
Sohu video.
TV shows targeting Chinese youth

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China cashed in on the
reality fashion frenzy
with Channel Young's
My Style. Though
competitions related to
the hottest and most
fashionable events in
Shanghai , audiences
still saw something
stale in the show's
execution.
I didn’t watch My Style very often. I don’t see the contestants’ individual style in their designs clearly.
And honestly, that winning T-shirt is just not that cute or impressive to me.
- Zhou Wei, 24, male, Graduate, Nantong
Increasing
number of talent
shows

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Chinese cinema is developing at an amazing speed and has huge potential but the movie stars in
mainland China are a little bit old, especially the actors. The domestic movie industry needs some
fresh air.
- Nancy, 23, Female, Suqian (Jiangsu Province) , Journalist
I admit that any art has its own character but I can’t understand why Chinese movies pay so much
attention to money instead of humanity.
- Chapter, 22, Male, Suzhou, Brand Manager
Movies have a long way to go

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Selling out?
As many artists in China struggle to balance their individuality with the draw of
fame, we're left wondering if the mainstream is the only route to success.

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Winner of “My Show” in 2006, Wang
Xiaokun created Dan House in 2009. This
year Dan House plans to release its own
clothing lineDan House has become an
energetic brand that gathers post 80s’
music producers, designers, managers
and media to show its vitality in music,
product design and performance.
Find more information on our blog and at
Dan House's website.
Talent show winner
starts a new business

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“When China first opened up, hip-hop was fresh and
new. There was a lot of initial interest, but now people
are back into pop music. I think it is really hard for hip-
hop to survive in Chinese society. Most Chinese
people think only Americans can do hip-hop,” said
SaiNa, lead singer. The Big Bad Wolvez is a hip-hop
creature from Inner Mongolia.
Don't forget out to check out our post and The Big Bad Wolvez website!
Regular bands
struggle to make
money in free-
access industry

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Cheer Chen, a Taiwanese singer, has been a voice for girl power among Chinese
youth, particularly those from the 80s generation. Cheergo.com allows fans to sign up
to receive postcards from the pop star via email.
Same entertainment, new horizons

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ABOUT US
..

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OUR STORY
Established in 2006, The Bergstrom Group has developed a reputation for
providing vivid customer immersions for brands and agencies. We began our
commitment to China by focusing on youth and have since broadened our scope to
include women across lower tier to tier one.
Based in Shanghai, our on-the-ground team of subject matter experts, researchers,
trendspotters and photographers is dedicated to telling the story of new China in a
way that is both authentic and actionable.

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