When I joined the band Swim Deep 13 years ago, my dreams were much like those of any young musician: to play Glastonbury, to tour America and to hear our music on the radio – all of which we’ve managed to achieve. But what I hadn’t counted on was finding a fanbase in China. Despite us never having knowingly released our music there, Swim Deep recently returned triumphant from our fourth run of shows on Chinese soil in barely 10 years, and we’re not the only British indie band benefiting from this unexpected opportunity.
China has had an enthusiasm for British and Irish pop acts for years, long before its ¥500bn (£531m) music industry overtook France to become the world’s fifth largest in 2023. Jessie J became a phenomenon after winning the country’s premier singing competition in 2018, while Westlife have spent decades playing to thousands in Chinese arenas and stadiums. But less heralded is a growing interest in grassroots UK indie bands, for whom the unexpected demand – and promise of excellent pre-gig catering – presents a financial and spiritual lifeline as returns increasingly diminish on home soil.
