In a world where pop is constantly reinventing itself, Cheerful Music stands out as a label rewriting the rules of international collaboration. Founded in Shenzhen in 2019, the forward-thinking label has built an unmistakable global presence by fusing Chinese innovation with the energy of UK and European pop — and it’s paying off.
Since opening its London branch in 2023, Cheerful Music has been steadily shaping the sound of cross-cultural pop. Its roster of globally recognized tracks — including viral hits such as “YI XIAO JIANG HU (Subject Three)”, “XIAO CHENG XIA TIAN”, and “XIANG SI YAO” — showcases the label’s commitment to musical diversity and storytelling that transcends borders.
But Cheerful’s success runs deeper than streaming numbers. With a business model that merges music production, global distribution, licensing, artist management, and marketing, the company is setting a new template for what a truly international record label can be. Its catalogue spans a variety of genres and minority languages, amplifying the voices of both emerging and established artists from around the world.
Cheerful Music’s mission is clear: to promote Chinese music culture on the global stage while providing a bridge for international artists seeking entry into China’s fast-evolving market. This dual vision has positioned Cheerful as not only a creative powerhouse but also a cultural ambassador.
The label’s innovative strategies have drawn global attention — even from academia. In 2024, Cheerful Music became the first Chinese music company featured in a Harvard Business School case study, followed by an invitation in 2025 for founder Snow.J to speak to over 130 business leaders at Harvard about the company’s groundbreaking model.
As the lines between East and West continue to blur in music, Cheerful Music is leading the charge — one beat at a time.
Learn more about Cheerful Music on their website, TikTok, and Instagram.
Contact: Danielle, Publicist | [email protected]
