Last week, Little Apple, written and performed by Chopsticks Brothers, won the AMA International Song Award and the_duo performed the song at the 2017 American Music Awards in Los Angeles. Another Chinese pop singer, Zhang Jie, won the International Artist Award.
But while fans of these singers are thinking highly of the awards and the performance by Chopsticks Brothers at the AMA celebration, there are others who are less excited. They have questioned the value of the awards and what effects 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 culture.
The Little Apple phenomenon, both home and abroad, 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 works, not just this particular song. Little Apple was originally released to promote the duo's film Old Boys: The Way 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, easytoremember lyrics, simple and funny dance and, most importantly, grass roots nature. The video accumulated more than 1 billion hits on China's major video websites.
Although the song was generally dismissed by music professionals who criticized it as “musical junk food”, Little Apple's popularity nationally paved the way for promoting the duo internationally.
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