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China in Your Hand – Unlocking the Secrets to Chinese Arts Audiences

“I have the audience I deserve. Or at least I have the audience that represents the kind of people that I like.”

George Michael (the first major Western act to play China, with Wham! in 1985)

There are 274 cities in China with a population of over one million people. While the potential for exporting British culture to China seems almost limitless, the regular response is that it seems daunting to know where to start.

Consequently, in 2014, the British Council chose to explore the underlying foundations – starting with the audience.