To Build a Fanbase, China’s G.E.M. Releasing Trailblazing Spanish-Language Version of Album
Written by djfrosty on June 21, 2023
Chinese pop star G.E.M. is looking to grow her Latin American fan base — and break the mold for Chinese artists — by putting out a full-length Spanish version of her latest album, Revelation. And the idea to do it didn’t come from an executive or carefully plotted strategy by her new label, Warner Music China, which released the original Mandarin version in September.
“It wasn’t necessarily something we sat down with her and sort of guided her towards,” Simon Robson, Warner Music Group’s president, international, for recorded music, tells Billboard. “It was more that she wanted to do this, and we wanted to support her.”
Robson says G.E.M.’s Revelación, which Warner Music plans to release on July 10, will be the first Spanish-language album by a major Chinese music artist at any label (as far as WMG is aware). The experiment, the executive says, is “quite indicative of what’s happening with music at the moment and just how impactful Spanish music is becoming.”
Like her Chinese original, the Spanish album — which G.E.M. says she wrote on her own, after essentially teaching herself the language — will feature 14 songs. After debuting in 2008 with her self-titled EP G.E.M, the Shanghai born, Hong Kong-raised singer, whose real name is Gloria Tang Sze-wing (G.E.M. stands for Get Everybody Moving), became one of the top-selling female artists in Asia. Often dubbed China’s Taylor Swift, she holds the record for most-viewed music video on YouTube among all Chinese artists with “Light Years Away” (267 million views), the Chinese theme song for the sci-fi movie “Passengers.”
“It has been an incredible journey working on this project as I do not speak Spanish, but I was determined to fulfill a prophecy that was made to me 10 years ago that one day I would sing in the language,” G.E.M. says in a press release announcing Revelación. “After receiving support from South America for my Chinese album Revelation, I taught myself Spanish and wrote the entire album by myself.”
A devout Christian, the singer rose to fame in 2014 after appearing on the TV competition show, “I Am A Singer 2.” Her second-place finish boosted her popularity in mainland China. She also received a nomination for an MTV Europe Music Award for Best Mainland China & Hong Kong Act and in 2016 Forbes named her to its 30 Under 30, the only Asian artist featured on the list. She composes songs in Cantonese and Mandarin, and also speaks English.
G.E.M. signed with Warner Music China last July, after a sticky separation from her Hong Kong-based label, Hummingbird Music, which sued her in 2019 to enforce their 2014 contract, which the label said was valid until 2022. Hummingbird was seeking HK $120 million ($15.3 million) in damages, according to Chinese media reports. G.E.M. filed a countersuit for unspecified damages, claiming Hummingbird had failed to fulfill its contractual duties. Both parties were seeking exclusive rights to her copyrighted works, including her stage name. (It is unclear if the suits have been resolved. A WMG spokesperson says he does not have any information about the situation.)
Revelation, G.E.M.’s seventh studio album, is named after the New Testaments’s Book of Revelation. In the wake of the pandemic last summer, the artist found herself prone to melancholy and other negative emotions, and developed the habit of praying, she told Billboard China. Her album was a “direct dialogue between me and heaven,” she said. “I write letters to heaven, and they write back. This is what gradually gave shape to the concept behind Revelation.”
Warner Music released two songs from the album every week — accompanied by videos — for seven weeks leading up to Sept. 22. G.E.M. began noticing that user-generated content and remakes of the song in local languages by Spanish-speaking content creators were appearing on social media platforms, particularly in South America. “Whether it was due to the album’s themes or its vibes, it was evident that it was connecting strongly with Spanish speakers globally,” a WMG spokesperson says. So, she decided to learn Spanish and convert the songs into Spanish “to better share her message and music with this fanbase.”
While the plan is still in its preliminary stages, G.E.M. is planning to perform the Spanish version of the song throughout the next year, with live performances in Latin America, the spokesperson tells Billboard.
Robson says WMG currently has no plans to release any other Chinese artists’ albums in Spanish. “But I think that obviously there is an element of seeing how successful this album is,” he says. “It’s something I wouldn’t be surprised if we see more of just because Spanish music, in the broadest terms, is becoming increasingly influential around the world.”
The Warner Music executive acknowledged that there is an element of risk for G.E.M. and the label with the Spanish project but declined to define what success would look like for the artist. “It’s more about building her fan base in Latin America,” he says. “It’s step by step, really.”
WMG continues to lean into Latin music, at a time when the genre is exploding globally. Between 2020 and 2022, Latin music grew 55.29% in album consumption in the U.S., according to Luminate, more than double the overall industry’s 21.61%.
Robson points to recent tracks like Peso Pluma’s remix of Yng Lvcas’ “La Bebe,” which is holding at No. 16 on the Billboard Hot 100 this week, and the upcoming album or EP from Mexican rapper Natanael Cano, which is scheduled to drop at the end of June, as signs of Warner Music’s efforts on the Latin front. (Yng Lvcas performed last week at a songwriting camp in Madrid organized by Warner Music Spain and Warner Chappell Music Spain, part of an effort by the company, Robson says, to host more joint writing camps for both publishing and recorded music.)
Two years ago, the label named former Universal Music Group executive Alejandro Duque as president of Warner Music Latin America. Duque helped oversee the release of Anitta’s Versions of Me, whose signature single, “Envolver,” reached No. 2 on the Billboard Global 200. But now the Brazilian pop star is gone, after separating with the label in April and signing with UMG’s Republic Records, a definite blow to WMG.
“We’re already starting to build up our roster [in Brazil],” Robson says, noting the recent signing of Brazilian urban funk artist Kayblack.
More broadly, “when you look back two years prior, although we were sort of active, [it is] nothing like to the degree we are now, and are not having the success we have,” Robson says. “Alejandro is an incredibly strong executive and we’re trying to support him as much as possible.”