We Speak Music
Cheerful Music: Building the Bridge Between East and West at Amsterdam Dance Event 2025
Cheerful Music made a remarkable debut at this year’s Amsterdam Dance Event (ADE) — the world’s most influential electronic music festival. As the only Chinese music company to host an independent stage at ADE 2025, Cheerful Music presented its showcase under the theme “Building The Bridge,” aiming to connect Eastern and Western musical cultures through innovation and collaboration.
“We wanted ADE audiences to experience a different side of Chinese music,” said Snow J., founder and CEO of Cheerful Music. “It’s not just traditional, and it’s not just electronic — it’s the fusion of both. Our goal is to bring Chinese music culture to the global stage while learning from western’s creative energy and artistic approach to sound and production.”
Building the Bridge Through Music
At the Cheerful Music showcase, artists, producers, and label representatives from around the world gathered in an atmosphere that was both energetic and open-minded. The performance took place at Amsterdam’s renowned Escape Club, one of the city’s most iconic nightlife venues, where audiences from different countries came together to experience this cross-cultural musical dialogue.
To connect artists, labels, and audiences from around the world through music, innovative ideas, and creative collaborations, we aim to build a bridge that provides Western artists and industry professionals with fresh inspiration, opportunities for cross-border partnerships, and insight into emerging trends from one of the fastest-growing music markets globally.
Cheerful Music also brought Chinese liquor brands Jiangxiaobai to the ADE stage, offering audiences a new and immersive experience. By incorporating the tasting of baijiu into the showcase, attendees were able to engage with flavors and traditions they might not have encountered before. Many first-time tasters asked with curiosity, “What is this drink? Its flavor is very unique!” This element added a deeper sensory layer to the event, enriching the overall experience beyond the music itself.
Another highlight of the night came when Chinese musician MARSIX performed live. He integrated the traditional Chinese instrument, the pipa, into electronic beats, allowing international audiences to genuinely experience the authentic character of this Eastern instrument. Since the pipa and its melodic system differ from Western music, incorporating it into electronic, pop, or experimental compositions can offer European musicians new timbres, rhythms, and harmonic ideas, providing them with fresh creative inspiration.
The event also featured powerful cross-cultural collaborations between Chinese and international artists. Dutch producer Marco Nobel joined Chinese musician Daven Wu to merge Eastern melodies with Western electronic grooves, creating an entirely new soundscape. Meanwhile, Dutch artist Madism presented a remix of Silk Ye’s song, exploring a new form of musical collaboration that blends different artistic approaches and opens up possibilities for creative exchange between Chinese and international musicians.
Originally scheduled to end at 3 a.m., extended due to the audience’s enthusiastic response. Amid cheers and applause, the DJ returned for an encore, closing the night with a powerful celebration of music as a bridge between cultures.
ADE Interview: The Path of Chinese Music Going Global
During ADE, Snow J. (founder and CEO of Cheerful Music) was invited to join a ADE interview to discuss the internationalization of Chinese music.
She shared, “As a label that blends Eastern and Western musical elements, we are committed to promoting dialogue and collaboration between the two worlds. ADE is one of the most influential events in the global music industry. It not only helps us amplify the Chinese voice but also creates real opportunities for international cooperation.”
Building the Bridge, and Beyond
Through its vibrant showcase at ADE 2025, Cheerful Music presented to the world the diverse faces of Chinese music and deepened the cultural dialogue between East and West. From the live fusion of pipa and electronic sounds, to cross-border collaborations and cultural exchange on stage, every performance demonstrated that Chinese music is stepping onto the world stage in a brand-new form.
Looking ahead, Cheerful Music will continue to build its “bridge of music” — allowing more Chinese voices to be heard globally, while welcoming new international inspirations into Chinese music creation, together exploring endless possibilities for the future.
We Speak Music
Kiey Reveals New Album “METROMIRAGE”
Kiey is ready to take his sound beyond borders with METROMIRAGE, an ambitious third album that finds the Vietnamese independent artist bringing together alternative pop, R&B and electronic music in a polished yet deeply personal package. Across five distinct sonic and emotional dimensions of his wider artistic vision, Kiey leans into atmospheric production, intimate vocals and melodic songwriting that feels built for late-night listening. There is an appealing balance between the record’s sleek contemporary finish and its willingness to explore the messier corners of human connection. Rather than relying on explosive choruses alone, Kiey creates momentum through layered textures, subtle rhythmic shifts and melodies that gradually settle into the listener’s consciousness. His English-language approach gives the project a global pop sensibility, but the emotional core remains personal, drawing listeners into moments of romantic uncertainty, fleeting attraction and introspection. METROMIRAGE feels like the work of an artist who understands the importance of sonic identity, delivering a cohesive collection that pairs modern production with songwriting grounded in genuine feeling.
At the centre of the album’s wider appeal is ‘fun fiction’, featuring Cece Trương, a breezy, city-pop-inflected collaboration that captures the excitement of an unexpected connection. Acoustic instrumentation blends effortlessly with R&B rhythms and electro-pop details, creating a relaxed groove that feels both contemporary and nostalgic. Kie’s understated vocals provide a reflective counterpoint to Trương’s charismatic delivery, with their interplay giving the track the feeling of an intimate conversation unfolding against the lights of a bustling city. Its references to late nights in Shinjuku add a cinematic quality, transporting the listener into a world where romance feels spontaneous and full of possibility. What makes the collaboration particularly effective is its balance of distinct personalities, with neither artist overwhelming the other. Instead, their voices complement one another, allowing the song’s easygoing production and infectious melody to carry the narrative. It is a standout moment that demonstrates Kie’s knack for accessible songwriting while revealing how naturally his sound can accommodate another artist’s perspective.
Elsewhere, Kiey turns towards more introspective territory, exploring the emotional residue of encounters that linger long after the moment has passed. ‘white boy i sat next to on a plane’ pairs subdued vocals with piano-pop textures, sultry R&B influences and carefully layered harmonies, creating a song that feels intimate without becoming overly sentimental. Its unusual title invites curiosity, while the production gives the track a dreamlike quality that mirrors the fleeting nature of its subject. ‘plan thiet’ continues this more delicate approach, placing Kie’s voice at the forefront of a piano-led arrangement that allows every melodic inflection to register. These quieter moments provide an important counterbalance to the album’s more expansive pop instincts, demonstrating that Kiey does not need maximal production to make an emotional impact. Meanwhile, ‘unloveable’ leans into a fuller alt-pop sound, building its emotional tension through a broader sonic palette. Together, these tracks create a compelling portrait of an artist navigating the contradictions of intimacy, from the thrill of possibility to the uncertainty of feeling worthy of love.
One of the album’s biggest strengths is the consistency of its creative direction. Kiey’s involvement in the production process and visual development gives METROMIRAGE a unified identity, with its cool-toned aesthetic reflecting the music’s blend of melancholy, romanticism and modern electronic sheen. Each track occupies its own emotional space, yet the production maintains a clear thread throughout, allowing the album to feel cohesive without becoming repetitive. The melodies remain approachable, but there is enough detail in the arrangements to reward listeners who return for another spin. That balance is particularly important for an artist working across several genres, where the temptation to chase different sounds can sometimes dilute a project’s personality. Kiey avoids that pitfall by keeping the focus on mood and songwriting, using electronic elements to enhance the emotional atmosphere rather than overshadow it. The result is a record that feels deliberately crafted, with a clear understanding of how individual songs can contribute to a larger artistic statement.
Ultimately, METROMIRAGE establishes Kiey as a compelling independent voice within a global pop landscape that increasingly welcomes artists working beyond traditional industry centres. Its greatest strength lies in the way it brings together polished production and vulnerable songwriting, creating music that can function as both an easy melodic escape and a more intimate listening experience. ‘fun fiction’ offers an immediate entry point, but the album’s quieter moments reveal the depth of Kie’s creative instincts, particularly his ability to capture the emotional significance of encounters that might otherwise seem insignificant. There are moments when the restrained delivery leaves the listener wanting a more dramatic payoff, yet that understatement is also central to the project’s identity. Kiey is interested in atmosphere, nuance and the lingering feelings that exist between life’s defining moments, and the music reflects that perspective with clarity. With METROMIRAGE, he delivers a confident, internationally minded body of work that expands his sonic horizons while keeping his own voice firmly in focus. It is an encouraging step forward for an artist whose ambition is matched by a clear sense of creative purpose.
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