In 2024, rapper Lil Ghost (Wang Linkai) was awarded the Best Rock Musician by the Chinese Music Center, a music program backed by China Media Group and the National Radio and Television Administration—both state-funded agencies. The award sparked backlash from Chinese rock fans, who ridiculed Lil Ghost and the program. The rapper is best known for appearing on music reality shows, including two of the most popular: the Rap of China and Idol Producer. His most representative songs fall within the genre of melodic and emo rap, often incorporating electronic elements. For many rock enthusiasts, Lil Ghost wasn’t nearly rock enough to deserve the award.

Inevitably, online discussions between rock fans and Lil Ghost supporters quickly centered on authenticity versus commercialization. One side criticized the rapper’s shallow lyrics and overly mainstream sound, while the other argued that “Lil Ghost will introduce rock music to more people and allow the genre to expand.”

Previously considered “underground,” bands ascended to mainstream media most in thanks to three seasons of the rock’n’roll reality show The Big Band.. With their newfound fame came an intense fanbase and online following. Netizens teasingly refer to some of them as “internet-famous bands,” suggesting that they share more qualities with influencers than actual musicians. Thrown into a whirlwind of celebritydom, the bands attracted a cult of followers that are far more interested in the looks and personality of each member rather than their music.

A popular music blogger humorously summed up internet-famous bands as follows: “Their song titles are long, or possibly a girl’s English name. The vocalist is shy, gentle, and soft-spoken. Reverb maxed out, or the music has a danceable tune. The atmosphere is romantic, dreamy, and artistic. The lyrics are simple, ideally about the ocean. They have never released a full album. Their live performances are terrible, yet their tickets sell out within seconds.”

Rock and roll encompasses various subgenres such as punk, Britpop, and garage, to name just a few. However, as pop-leaning sounds take hold of the industry, internet-famous bands fail to meet the expectations of rock genre stereotypes. As the boundary between genres blur, tension inevitably arises when popular rock music becomes synonymous with danceable club music.

A clear generational divide has emerged. Current Chinese youths have shifted away from “authentic” rock and roll to embrace a new version of rock that better lines up with their cultural and social experiences. Where an alluring escape to somewhere romantic, breezy, and dreamy seems to be the popular preference. 

The Big Band Effect

Young Dan made their television debut on the third season of The Big Band in 2023. Their hit songs “鲜花 (Flowers)” and “艾蜜莉 (Emily)” quickly went viral on Douyin, earning praise for their heartfelt lyrics and passionate performances. The Chinese Music Center rated “Flowers” as the best single of 2024. That same year, Midi Music Festival — China’s largest annual rock festival — chose “Flowers” as its theme song. The decision drew disdain from rock fans, who accused Midi of selling out and pandering to the mainstream audience.

Young Dan is aware of the controversy, and does not shy away from addressing their internet fame. Vocalist Liu Ximeng said at a Q&A session, “I’m grateful that the internet allows us to make a living out of what we love.” Young Dan’s manager echoed the sentiment and added, “Without the internet, there would be fewer opportunities for all bands.” 

Since Young Dan’s rocket to fame, their concert tickets have become increasingly difficult to obtain. In 2022, their VIP tickets usually cost around 200 RMB ($28 USD). After their Big Band appearance, ticket prices shot up to between 200 and 400 RMB ($28 to 55 USD) for general admission, with VIP tickets now going for upwards of 700 RMB ($97 USD), on par with stadium shows for mainstream musicians.

The Rise of Large-Scale Music Festivals

Music festivals have also surged in popularity in recent years, drawing music lovers from across China. Strawberry Festival, a production of the long-running Modern Sky record label, is one of China’s largest music festivals, spanning multiple genres from the mainstream to underground rock, hip hop, and electronic music. Yet, post-Big Band, the festival shifted its focus away from lesser-known musicians. This year’s lineup includes a handful of classic internet-famous bands, such as Summer Warz (夏日入侵企画), Quanru (犬儒), The Prism (棱镜), and Chun (椿).

Last year, the Dalu Youth Music Festival invited The Life Journey (旅行团), Time is Running Out (时间不够以后), Young Dan, and Sunken Boat (沉舟) — all of whom were labeled as “rock bands” by the festival, but understood as inauthentic, internet-famous bands by rock fans. 

Of course, the mainstream sound of internet famous bands draw in the largest crowds, so festivals understandably offer them preferential treatment. But this also means fewer big stage opportunities are left for lesser known bands. 

Fandom Culture and Generational Divide

Time is Running Out, a Britpop-influenced band formed in 2017, leans into an idol persona and encourages fandom behavior through activities like taking cute photos and holding hands with fans as part of their VIP package. While they share more qualities with boy bands, they still operate under the label of rock. It seems like an attractive face and a charismatic personality, combined with a unique fashion sense, will go a long way.

The audience demographic for internet-famous bands skews predominantly young and female, mirroring and sometimes overlapping with idol culture. Conflict arises when the loud and radical aspects of fandoms behavior collides with rock music, eroding its underground roots. 

Phrases commonly used in fandom culture have gradually made their way to rock music as well. On social media, netizens who criticize a musician are often labeled as an anti-fan. At live shows, fans exchange wù liào (物料) – self-made DIY merch such as stickers and pins. The term liú liàng (流量) refers to a musician’s online popularity and fanbase. Some fans even formed hòu yuán huì (后援会), an organized fan club to support their favorite stars.

Commercialization and the Changing Sound

Millennials and Gen Z, the primary consumers of internet-famous bands, discover new music online before deciding if they want to pay for live performances. As a result, simplicity becomes a priority. Singles and EPs are favored over full-length albums; Young Dan, Quanru, and Summer Warz all gained popularity online before releasing an album. A catchy chorus increases the chance of a song being used as background music on short video platforms, boosting exposure. Easy-to-understand lyrics, with themes of adventure, young love, the ocean, and summer, will quickly resonate with listeners. 

Musicians’ careers now depend not just on the quality of music, but also on strategic branding, where more emphasis is put on marketability than originality. Internet fame has introduced a new form of content distribution, but the music itself has become increasingly homogenized.

Deng Ouge, former guitarist of the band Face, said in an interview, “Now it feels like they cook everything in the same pot, then slap on different labels to market them. Everybody wants to make a hit song.”

Commercialization traps bands in a cycle, where internet-famous bands produce music tailored to mainstream tastes, attracting larger audiences, and generating more revenue for venues. In response, venues will prioritize these bands, leaving fewer opportunities for bands with an alternative sound. Seeing their success, more bands will follow the internet-famous music formula. The label of “rock” is no longer reserved for the avant-garde and experimental, but has welcomed a new wave of danceable melodies. 

On the other end of the idol spectrum, we did a deep dive into another fan cult movement within China: its underground idol scene, where accessible, affordable, and authentic pop stars are all the reachable rage. Check out that article here, where we get the inside scoop from an underground idol super fan.

Cover image via Weibo.