Jay Chou, Pop Star: Chinese Aesthetics and Contemporary Trends

Wu Zhiyan, Janet Borgerson and Jonathan Schroeder
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Wu Zhiyan: Shanghai Institute of Foreign Trade
Janet Borgerson: Rochester Institute of Technology
Jonathan Schroeder: Rochester Institute of Technology

Chapter 2 in From Chinese Brand Culture to Global Brands, 2013, pp 57-77 from Palgrave Macmillan

Abstract: Abstract Zhou Jielun, more famously known as Jay Chou, is the most popular Chinese music artist of the past decade. Credited with inventing a new pop genre, Zhongguo feng (中国风) music, Chou enjoys record sales, a massive fan base, and packed concerts. Despite rampant piracy in China, which typically causes a 90 to 95 percent decrease in the sales volume of the Chinese recording industry (Fung, 2008), each of his records has exceeded 2 million in sales (baidu.com, 2010). It is difficult to measure the exact number of Chou fans, but Chou has been named the most popular music idol among Chinese aged 9–14 across at least five urban centres (baidu. com, 2010). In 2006, he was the number one favourite star among people aged 8–25 across seven East Asian and Southeast Asian countries (baidu.com, 2010). He has also been noted as a top Asian celebrity endorser for sports marketing (Liao, Chen, and Hsu, 2009).

Keywords: Brand Image; Music Video; Brand Personality; Cultural Code; Chinese Poetry (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1057/9781137276353_3

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