"Massive publicity is very important, for at least it can increase the exposure and popularity [of this music]. But this is not essential,” said Wang Xiaojing, the producer of the band. The Twelve Girls Band's popularity has much to do with its good market positioning. Although it's operated by the same Japanese company, its publicity strategies and market positioning are entirely different. "In Japan, our target demographic is people over 40 years old." Wang Xiaojing said. They found there was no music specially designed for people over 40 in the market, but these people had a large consuming capacity. Meanwhile, in the US, to draw people's attention to the Band, the company adopted a direct way of publicity, mainly by billboard, together with TV advertising. They told the people directly, "This is the most popular music and band in Asia at the moment. Now it has come to America."
The Band phenomenon does not tell us that national music must follow the way of pop music and cater to the market's tastes. Its success has shown that it's not that Chinese folk culture has no market, but that we don't know well enough how to exploit it yet.
The Twelve Girls Band won the overseas market with its distinctive performing style. Its success has a positive effect on Chinese folk music's ability to get exposure abroad. This teaches us several lessons. First, when selecting music, we should combine elements of both Chinese and the western music. Research has shown that if we want the Chinese folk music to be accepted around the world, it's necessary to add to it international elements, especially western musical elements. The second lesson has to do with market positioning. The target audience of the Band is people over 35. They have the purchasing power. In addition, the music has incorporated the Japanese music that people over 35 are fond of. Third, the partners are very important when creating a brand. The Twelve Girls Band's innovation was to create a brand. It's important to cooperate with well-known international enterprises and experienced and competent people. Fourth, band school extends the industry chain. After finishing its early capital accumulation, the Band has expanded reproduction by setting up band schools, forming a structurally complete and highly cohesive industrial chain of the culture market.
In 1997, the Chinese National Music Orchestra was invited to give touring performances in 17 cities, including New York, Washington and Chicago, and performed at New York's Carnegie Hall, which was a prelude for Chinese folk music to enter the international famous music halls.
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