MicroMu: An Innovative New Record Label in China

MicroMu is a new record label out of Beijing who is trying to change the way musicians, fans and brands engage with music in China.

MicroMu hosts intimate, live sessions at their bi-monthly acoustic nights in Beijing, as well as sporadic studio sessions, all of which are professionally recorded and filmed.

Each recording session is ‘released’ through a stand alone blog post, complete with all metadata, artwork and stream/download options. The content is released for free via the MicroMu blog (Chinese language) without the necessity of registering.

The MicroMu label lives around its blog, releasing the free downloads, along with editorials, artist interviews and advice for aspiring songwriters/producers/label owners. The blog approach is a great way to give context to the music, providing background and meaning to an otherwise amorphous scene.

In terms of funding, MicroMu is exclusively sponsored by a brand interested in promoting the independent music scene with a percentage of the sponsorship revenue paid as royalties to the various MicroMu artists on the roster. Other revenue streams include CDs, merchandise, large scale events, and ringtones.

MicroMu is an in-house project from Beijing-based music consultancy Red T Music, which is run by Ed Peto.

MicroMu