Alright – so today we’ve got the honor of introducing you to Coco (kecheng) Wang. We think you’ll enjoy our conversation, we’ve shared it below.

Coco (Kecheng), looking forward to hearing all of your stories today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? We’d love to hear the backstory the illustrates how you grew your brand.

Scaling up in the music industry, particularly as a Marketing & Branding Specialist, has been a journey defined by strategy, adaptability, and consistent execution. One of the most significant experiences I’ve had was managing Western artists’ market entry into China during my time at East Goes Global. This wasn’t just about introducing them to a new audience—it was about building their presence from the ground up on platforms such as Douyin, Weibo, and Bilibili, while navigating the unique dynamics of the Chinese digital ecosystem.

Laying the Foundation: The initial phase required an in-depth understanding of the platforms and audience behaviors. Unlike Western social media, Chinese platforms demand a tailored approach that balances algorithm-driven discovery with cultural resonance. Establishing verified accounts, an essential step for credibility in China, required careful coordination between artists, management teams, and local platform representatives.

Strategic Growth: With the groundwork laid, I developed comprehensive marketing strategies designed to align artists’ branding with culturally relevant themes. For example, during Chinese New Year, I launched campaigns that highlighted the holiday’s traditions while weaving in the artists’ personal stories. I maintained a consistent posting schedule—three to five posts per week on Douyin—crafted with a focus on storytelling, trends, and audience engagement.

Navigating Challenges: Challenges were inevitable. One key obstacle involved translating Western artists’ branding in a way that resonated locally while retaining authenticity. To address this, I introduced exclusive content strategies on Weibo, such as behind-the-scenes footage and personalized messages, which deepened audience connection and created a sense of exclusivity highly valued by Chinese fans.

Key Moments & Results: A particularly pivotal moment came during a high-stakes album release campaign, when an influencer partnership fell through unexpectedly. To pivot, I leveraged fan-generated content to drive engagement, which ultimately proved more authentic and effective. These kinds of adaptive decisions helped achieve measurable results, such as growing follower counts from zero to tens of thousands within months and achieving engagement rates consistently above industry benchmarks.

Scaling Up: Over time, the insights gained from these campaigns created a framework for scalability. Each campaign informed the next, leading to continuous improvements in approach, execution, and outcomes. By building strong relationships with both fans and local platforms, I positioned the artists for long-term success in a highly competitive market.

This journey underscored the importance of cultural intelligence, meticulous planning, and the ability to adapt under pressure—lessons I carry forward in every project I take on. Scaling up is rarely a linear process, but it’s these critical moments of learning and execution that define sustainable growth.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Coco (Kecheng) Wang, and I am a Marketing and Branding Specialist with a dedicated focus on the music industry, particularly in bridging Western artists with the Chinese market. My academic background includes a Master’s degree in Music Business from New York University and a dual Bachelor’s degree in Music Business Management and Songwriting from Berklee College of Music. This combination of education and industry experience has equipped me with the knowledge and skills to craft innovative strategies that drive measurable results.

Currently, as a Project Manager at East Goes Global, I specialize in managing the presence of Western artists on prominent Chinese platforms such as Douyin, Weibo, Bilibili, QQ Music, and Netease Music. My role involves overseeing end-to-end campaign execution, from developing KPIs and marketing strategies to analyzing performance metrics to optimize outcomes. I solve the challenges faced by artists and labels entering the Chinese market by creating tailored approaches that respect cultural nuances while amplifying the artists’ global reach.

What distinguishes my approach is a balance of creativity and strategic precision. For instance, I integrate storytelling techniques and cultural insights to craft campaigns that resonate deeply with target audiences, such as incorporating traditional Chinese holidays or trends like Chinese New Year celebrations into brand narratives. My ability to align artist vision with market-specific demands has consistently resulted in increased engagement, impressions, and fan loyalty.

One of my proudest accomplishments was managing a campaign that required real-time adjustments due to unforeseen challenges, such as the withdrawal of key partners. By leveraging audience insights and mobilizing fan-generated content, the campaign achieved higher-than-expected engagement, showcasing adaptability and resourcefulness.

Above all, my work is driven by a commitment to authenticity, cultural intelligence, and strategic growth. I believe in developing campaigns that not only amplify an artist’s brand but also create meaningful, long-lasting connections with their audience.

To potential clients, collaborators, and followers, I offer a proven ability to navigate complex markets, deliver impactful results, and provide innovative solutions that align with each client’s unique goals. My work is guided by the principles of innovation, adaptability, and a relentless pursuit of excellence in everything I undertake.

Looking back, are there any resources you wish you knew about earlier in your creative journey?

Absolutely. Early in my journey, I wish I had been more aware of the vast array of analytics tools available for understanding audience behaviors and market trends. Platforms like Chartmetric or Spotify for Artists provide invaluable insights into listener demographics, playlist performance, and engagement patterns. Having access to these tools earlier could have helped me make more data-driven decisions, optimizing campaigns and better targeting audiences.

Additionally, I wish I had discovered mentorship networks and industry forums sooner. Communities like Women in Music or specialized LinkedIn groups have not only connected me with industry veterans but also provided guidance and resources I didn’t know I needed at the time. These networks offer a wealth of knowledge that can help navigate challenges and open doors to new opportunities.

Is there a particular goal or mission driving your creative journey?

My mission has always been to bridge cultures through music, helping artists build meaningful connections with audiences worldwide. Specifically, I’m passionate about introducing Western artists to the Chinese market in a way that feels authentic and impactful. Music has the power to transcend language and cultural barriers, and my goal is to help amplify artists’ stories, ensuring they resonate across diverse audiences.

Beyond this, I’m committed to creating campaigns and strategies that are both innovative and rooted in authenticity. I aim to empower artists to stay true to their vision while helping them navigate the evolving digital landscape. Whether it’s through leveraging data insights, embracing emerging platforms, or fostering cross-cultural collaborations, my ultimate goal is to help artists achieve sustainable growth while creating experiences that inspire and connect people globally.

Contact Info:

• Linkedin: https://linkedin.com/in/coco-wang-a31489216
• Other: https://open.spotify.com/artist/62LTw2zEIPvvFOvoSzClwO?si=qtXH75HpTbGD6cX9WLYGXA

Image Credits

All images associated with Coco (Kecheng) Wang are original or do not require specific credits.