Two weeks ago I worked for Transmit China program, a conference for people in Music industry to exchange ideas and meet each other.
In the roundtable discussion, I learned a new word –sell out. “sell out” doesn’t mean something is sold outJ It means someone is compromising their integrity, morality or principle in exchange for money or success. This word is frequently heard in musical community, where it implies an artist (艺人) has compromised their artistic integrity to game fame or radio airplay or a record contract. I would like to translate it into “(为了出名/迎合商业化而)出卖艺术”.
Interestingly, people from different cultural background found the differences of Chinese fans and western fans’ perception towards artists endorsing big brands. One speaker said in Asia he saw some famous American female actresses or singers appeared in the commercials for some cosmetic brands. But those actresses don’t do this in USA because if they do so, their fans may call them “sell out” and they might lose many fans by being spokesperson for big brands.
However, Chinese fans generally speaking don’t mind their favorite artist endorsing big brands. In contrast, pop starts may become even more popular if they become spokesperson for big brands because their fans think those stars are very good because they are recognized and selected by those big brands. It’s like big brands endorsing artists.
Very interesting finding, isn’t it? What’s your take?
