Why British Indie Bands Are Finding Massive Success in China
When James Balmont joined the band Swim Deep thirteen years ago, his aspirations mirrored those of countless young musicians: performing at Glastonbury, touring America, and hearing their songs on the radio. All these dreams have been realized. However, one unexpected development has been the discovery of a fervent fanbase in China. Despite never intentionally releasing music there, Swim Deep has triumphantly completed four tours in China within a decade. They are not alone; numerous British indie bands are capitalizing on this surprising opportunity.
A Growing Enthusiasm for UK Indie Music
China's passion for British and Irish pop acts spans years, predating its music industry's growth to become the world's fifth largest in 2023, valued at approximately £531 billion. While mainstream artists like Jessie J and Westlife have long enjoyed massive followings, a burgeoning interest in grassroots UK indie bands is now evident. For these artists, the unexpected demand—coupled with exceptional pre-gig hospitality—offers both a financial and spiritual lifeline as returns in their home country increasingly dwindle.
Craig Dyer, frontman of The Underground Youth, formed in Blackpool in 2008, describes over fifteen years of "slogging night after night through small clubs in the UK and Europe." With twelve albums released, touring domestically is no longer financially viable due to soaring accommodation and catering costs. In contrast, China presents a markedly different experience. Promoters often propose all-inclusive tours, assuming financial risks by booking large venues and covering internal travel, hotels, and meals, in addition to performance fees. This risk is justified by the intense passion Chinese fans exhibit for British artists.
"It's some of the best treatment we've had," Dyer remarks, referencing the fourteen gigs performed since 2019. "We're in nice hotels, being taken out for meals, and having small cares taken care of without thinking. The professional level of the venues exceeds what we're accustomed to."
Superior Venues and Audience Numbers
Kat Day of Manchester-based darkwave duo the KVB highlights the impressive technical capabilities of Chinese venues. "We're an audiovisual band, and the venues in China often feature beautiful LED screens. I wish we had the funding to make our venues this good." She also notes the strategic placement of venues within shopping centers, a stark contrast to the UK where venues like Hackney's Moth Club struggle to remain open amidst noise complaints.
Swim Deep's inaugural Chinese gig in 2014 was an unusual affair, held in a Hong Kong Italian restaurant with furniture pushed aside. However, on the mainland, they encountered ultra-modern spaces similar to those praised by Dyer and Day. Audience sizes in China frequently surpass expectations. In September 2019, their largest UK festival show attracted 500 people at 110 Above in Leicestershire. Months later, they performed for 10,000 attendees at sunset on the main stage of the Strawberry music festival in Guangzhou, standing as the sole UK act on the bill.
Unexpected Popularity and Cultural Connections
Sea Power, originally British Sea Power, formed in Reading during the mid-90s, has experienced comparable success. Their initial Beijing visit was a "catastrophe," with a mysteriously canceled festival leading to an impromptu acoustic performance at the Great Wall for bewildered local families. Yet, in May 2025, four headline shows expanded to six after tickets sold out within hours. "We were playing up to 3,000 capacity venues," says frontman Jan Scott Wilkinson. "It was like playing in London every night." The band has two separate trips planned for 2026, including a festival and a dozen additional shows.
Wilkinson attributes their popularity partly to scoring the video game Disco Elysium in 2019, which explores themes like communism and capitalism and gained unexpected traction in China. For other bands, the origins of their Chinese fandom remain enigmatic, especially with western platforms such as Spotify and Instagram blocked. Kat Day mentions being told fans admired the KVB for resembling a couple from Chinese soap operas, while Galway's NewDad went viral on Rednote in 2024, with makeup tutorials recreating the porcelain doll from their Madra album cover flooding the platform.
Insights from Chinese Fans
Levek Lee, who has traveled extensively from Guangdong to see British bands like Wolf Alice and Ride, offers perspective on Chinese fans' engagement with western music. Discovering acts such as Jake Bugg and Swim Deep via the algorithm of the now-defunct streaming platform Xiami Music in the 2010s, she began importing records from UK stores, often enduring month-long waits. Her postgraduate studies in Sheffield deepened her connection to the "spirit of rebellion" inherent in British music and fashion.
"I enjoyed Chinese music but it tended to be more mainstream and pop-oriented," Lee explains. "British indie music felt like a closer expression of my authentic self. Chinese music fans are constantly searching for that kind of distinctiveness. The British music industry's vast array of bands ensures there is something for everyone."
Tour Experiences and Challenges
Touring China offers eye-opening experiences, from ultra-efficient bullet train journeys to memorable encounters with local punk scenes and indie legends. Post-show interactions with fans bearing merchandise and handmade gifts are cherished moments. However, not all aspects are liberating. Craig Dyer recounts an incident in Nanjing where tour managers and police officers reviewed setlists and legal understandings backstage, requiring signatures on documents prohibiting swearing, nudity, endangering crowds, or criticizing the regime. All lyrics must be submitted for approval to comply with local censorship laws, sometimes resulting in unexplained song denials.
"All well and good," Dyer notes, "but it's a bit of a mood killer fifteen minutes before going on stage."
Future Prospects and Promoter Support
Despite bureaucratic hurdles, UK artists remain enthusiastic about touring China, with independent promoters like So Ready Presents, Mentha Project, Haze Sounds, and Blank Joy playing pivotal roles. Bookings for British acts, including Shame, Matt Maltese, and Caroline, continue unabated this year. The potential for visa-free travel for UK citizens may further facilitate these cultural exchanges.
"I feel absolutely blessed that we can go to these places and meet these people who are so passionate and so kind," says Kat Day. "It's special. There's a lot of animosity towards China, but I think people need to go and see it for themselves." Swim Deep's fifth album, Hum, is set for release on June 19 on Submarine Cat Records, marking another chapter in this transcontinental musical journey.
