Connecting East& West
One Hit at a Time
Leadership Team
Over 40 Years of Experience Breaking Artists & Building Brands in China
Our executive team combines a proven track record of breaking artists and building record labels with enterprise-level experience delivering growth strategies for global brands in China. We’re comfortable backstage or in the boardroom, leading breakthroughs for music and culture brands like WMG, Fender, Nettwerk Music Group, Adidas, BYD, Lenovo and 88rising.
Together, we built Middle8 to bridge the gap between global music and Chinese audiences, using our combination of strategic planning, music business know-how, and relationships with platforms, media and brands to help labels and artists monetize the world’s fastest growing music market.
Nicholas Richards
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Proven track record of success in the Chinese music market
Platinum Records
Platinum certifications achieved in China market
International Revenue
Doubled International Revenue at Warner China
Chart-Topping Artists
Artists charted #1 across 3 Chinese platforms
Figure Partnerships
Seven-figure partnerships for international artists
Streams Generated
For niche artists like Alec Benjamin, Rex The Dog, Joshua Hyslop
Network Reach
Expert in China digital marketing and music discovery
Priors
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Born in Beijing's Indie Scene
Our US-Canadian founders first met in Beijing's thriving indie music scene, sharing stages, studios, and stories across China. What started as a passion for bridging musical cultures evolved into a deep understanding of the unique opportunities and challenges in the Chinese market.
Combining enterprise-level brand strategy experience with insider music industry knowledge, we've built Middle8 as the definitive bridge between Global artists and Chinese audiences. Our approach leverages proven marketing frameworks with authentic cultural insights to create sustainable growth in the world's largest music market.