What is Xiami Music?
Xiami Music (also known as “Mi Music”) is China’s fifth biggest music streaming platform owned by one of the top 3 Chinese entertainment corporations, Alibaba. Although not as big as NetEase Cloud Music or Tencent’s QQ Music, the service still boasts a hefty 14.4 million monthly active users and has a range of attractive features on offer from high-resolution audio to virtual party rooms.
Championing high-quality audio
Xiami music caters to true music fans, that is, the kind of people who put a lot of time into curating their music libraries and are always on the lookout for new music. They know their customers spend a lot of time on the app which is why they are the first Chinese music streaming service to offer improved quality MQA (Master Quality Authenticated) audio which - a priority for audiophiles - listeners and musicians alike. Song files that have MQA audio are above CD-level quality while also being small enough to ensure a high-speed streaming experience. Additionally China is said to be the fourth-biggest market for sales of MQA-capable devices which means that a significant proportion of music fans can afford to consider this feature when selecting their streaming service of choice.
Accessing track information at the click of a button
As well as an appreciation for high-fidelity audio, music fans may also be interested in digging a little deeper and finding out exactly what those song lyrics they’re hearing are or just want to know a bit more about the artist/ band and their work. Luckily for Xiami Music subscribers, there’s no need to navigate away from the app to access complete lyrics and background information about the artist, album or song. The app even features a Shazam-like music recognition system powered by Alibaba Cloud so you can identify and add appealing new tracks to your music library as and when you hear them while you’re out and about.
Bridging the gap between independent artists and fans
From the get-go, the service has celebrated DIY artists and music fans, attracting over 50,000 indie artists and hosting over 500 million user-created playlists. Like with many Chinese streaming services, the social aspect of the app is emphasised, giving users the possibility to interact with musicians by commenting on individual tracks and albums as well as with each other. To make monetising your music even easier, Xiami Music implemented a “donate” button on artist pages so listeners can directly support the music-makers they love, a feature which various Western streaming services have failed to address in any form until relatively recently. Social engagement on the app You can easily access the commenting history, listening activity and reviews made by other users (according to their privacy settings) and reach out to like-minded fans by connecting to their profiles on the platform - much like adding friends on other more well-known social media. You can also give other users cues about your personality and music taste by customising your own “lyric poster” i.e. pairing your favourite song-line with an image of your choosing which you can display on your profile as well as share on your other social media profiles. Another way to meet new friends is to join one of the many “digital party rooms” on the app where you can listen to live DJ sets mixed by other users, leave them reviews and vote for song selections as they happen. You can strike up a conversation with other “party-goers” by leaving them comments, explore related hashtags or even perform your own DJ set!
Modern fun with a vintage feel
Nowadays, sophisticated music recommendation algorithms are a given when it comes to streaming apps but there’s little in the way of channelling the delight of music-listening experiences in days gone by. On Xiami Music, you can set your screen to “retro mode” where you make your device look like a cassette-tape player or record a message for a friend and dedicate a song to them, just like in the days of FM radio.
Grow your own virtual pet
Perhaps one of the most clever features of the app to encourage people to use it more is the possibility to grow your own virtual pet. Xiami means “prawn” in Mandarin - you can feed your prawn by tapping on bubbles that appear around it earned through your activity on the app including the time you spend listening to songs, liking posts and leaving comments. You earn a heart when you grow your prawn and a donation gets sent to a charity of your choice when you accumulate enough hearts as a community.
Find out more about how to get your music to Xiami Music and 50+ other streaming services in Mainland China by checking out our distribution deals here: https://musicinfo.io/music-distribution
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