The Sound of a Comeback: China's Music Industry Showing Signs of a Surge Post-COVID

When China reopened its borders in January 2023, it wasn’t just a green light for tourists and business travellers—it marked the beginning of a seismic shift in the country’s music industry. After years of pandemic-induced silence, international artists are flooding back, bringing live music events—and new opportunities for cultural exchange—back into the spotlight.

One of the most headline-grabbing moments came in September 2024 when Grammy-winning rapper Ye (formerly Kanye West) made his dramatic return to China. His "Vultures Listening Experience" at Haikou’s Wuyuanhe Stadium wasn’t just another concert; it was a cultural event that drew 40,000 fans and sent shockwaves through the entertainment world. With an astounding $52.8 million in tourism revenue generated for Haikou, it was clear: Ye’s performance wasn’t just about music—it was a massive economic boost for the region. What’s more, a staggering 96.5% of tickets were sold to people from outside Hainan Island, showcasing just how far-reaching the event’s impact was.

The sheer scale of the concert and its financial success may help explain why China was willing to extend a welcome to an artist as controversial as Ye—whose previous public statements and actions had led to a tumultuous relationship with global audiences. China’s history with international artists has been a mixed bag; in 2017, pop star Justin Bieber was banned from performing in the country, and Taylor Swift’s massive "Eras" Tour passed over China entirely. Yet, 2025 has already seen a wave of big-name acts returning to the country, with Ed Sheeran playing six concerts across the country this February and March.

Beyond the headlines of individual performances, China’s music industry as a whole is experiencing a serious revival. Pre-pandemic, the Chinese music market was steadily on the rise, reaching a value of US$43 billion by 2019. While the COVID hiatus certainly caused some instability, the country's entertainment sector is bouncing back with force. Projections indicate that China’s entertainment and music industry could reach an eye-popping US$576.2 billion by 2028.

What’s driving this resurgence? There’s a combination of factors at play. The reopening of the borders is one piece of the puzzle, but the country’s rapidly expanding middle class and appetite for global pop culture are significant drivers as well. As international artists return to the stage and more local acts rise to prominence, the music scene is becoming a melting pot of creative influences. Whether it's big-ticket concerts or intimate local performances, China's music scene is proving it’s back—and it’s bigger than ever.

Looking Ahead: The New Music Frontier

As 2025 unfolds, expect China to become an even bigger player in the global music market. Beyond the big names, the country’s rapidly expanding live music scene presents a unique opportunity for artists from around the world to engage with a fresh and eager audience. From Beijing to Shanghai, from Haikou to Chengdu, China’s cities are hungry for new sounds, new faces, and new experiences.

For artists, it’s not just about performing in China—it’s about tapping into a rapidly growing cultural and economic powerhouse that’s shaping the future of music. China is more than just a concert venue; it’s quickly becoming a crucial node in the global music ecosystem. The pandemic may have stalled the industry for a time, but in 2025 and beyond, the music is back—and it’s louder than ever.