No harm in

China Daily (Canada) - - COMMENT -

The lat­est Chi­nese “god song” (an In­ter­net term to de­scribe pop songs that spread vi­rally through In­ter­net) is still stir­ring fierce de­bate be­tween those who viewit as a mile­stone for Chi­nese pop mu­sic go­ing global and those who re­gard it as bad for China’s im­age.

On Sun­day, Lit­tle Ap­ple, writ­ten and per­formed by the Chop­sticks Brothers, won the AMA In­ter­na­tional Song Award and the duo per­formed the song at the 2014 Amer­i­canMu­sic Awards in Los An­ge­les. Another Chi­nese pop singer, Zhang Jie, won the In­ter­na­tional Artist Award.

But while fans of th­ese singers are hail­ing the awards and the per­for­mance by the Chop­sticks Brothers at the AMA gala as sig­nif­i­cant, there are oth­ers who are less en­thused. They have ques­tioned the value of the awards and what ef­fect it will have on Chi­nese cul­ture’s “go­ing abroad”, claim­ing it may leave for­eign au­di­ences with a poor im­pres­sion of Chi­nese pop mu­sic, and even Chi­nese con­tem­po­rary cul­ture.

The Lit­tle Ap­ple phe­nom­e­non, both do­mes­ti­cally and in­ter­na­tion­ally, can be more eas­ily un­der­stood and judged if we look at it from a business per­spec­tive rather than a cul­tural per­spec­tive.

The pro­fes­sional pro­mot­ers be­hind the duo have de­vel­oped a clear strat­egy to pro­mote the duo and their work, not just this par­tic­u­lar song. Lit­tle Ap­ple was orig­i­nally re­leased to pro­mote the duo’s film Old Boys: The­Way of the Dragon.

From the very be­gin­ning a vi­ral mar­ket­ing strat­egy was used to pro­mote the song, which im­me­di­ately went vi­ral on the In­ter­net due to its repet­i­tive rhythm, easy-to-re­mem­ber lyrics, sim­ple and funny dance and, most im­por­tantly, grass­roots na­ture. The video ac­cu­mu­lated more than 1 bil­lion hits on China’s ma­jor video web­site.

Although, the song was gen­er­ally dis­missed by mu­sic pro­fes­sion­als who crit­i­cized it as mu­si­cal “junk food”, Lit­tle Ap­ple’s do­mes­tic pop­u­lar­ity paved the way for pro­mot­ing the duo in­ter­na­tion­ally.

Be­sides per­form­ing at the AMA gala, the duo has also co­op­er­ated with the popular South Korean girl group Tara on a Korean ver­sion of the song.

Also the AMA’s awards are gen­er­ally de­cided by pub­lic votes, which means they

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