It's a nice surprise to be treated like kings!' Why are mid-level British indie bands massive in China?

"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,"

"Twelve albums in, Dyer says that touring at home is no longer financially viable, with accommodation and catering costs often outstripping performance fees. In China, the experience is quite different. Tours are often pitched to artists as all-inclusive offers, with promoters taking on a financial risk by booking large venues and covering internal travel, hotels and hot meals on top of a multishow fee a risk they're happy to take, because of the passion for British artists among Chinese fans."

British indie bands such as Swim Deep and The Underground Youth have developed unexpected fanbases in China despite limited formal releases there. China's music market has grown rapidly, becoming one of the world's largest, and established acts like Jessie J and Westlife have long attracted Chinese audiences. Grassroots UK indie bands are discovering strong demand and generous treatment in China, where promoters often offer all-inclusive tours covering venues, internal travel, hotels, meals and multishow fees. For many bands facing diminishing returns at home, Chinese tours provide both financial viability and renewed audience connection.

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