Monica Tong is the editor of Music News Asia (MNA) – an online publication for the music and technology industry in Asia, providing in-depth and Asian-focused content for music professionals all over the world.
The publication recently completed one year and its specialty lies in connecting industry players and bridging the gap between music and technology.
1. Tell us your inspiration to start Music News Asia.
I have played various roles in the music industry in Europe and Asia for almost 15 years working as an Artist Manager, Agent, Promoter, in public relations and advocating artists and their music. It stemmed from my curiosity on the current situation in the music scene here in Asia. My discoveries, in this familiar yet new territory, has formed new perspectives on what I once knew about Asia and these spurred me on to tell stories in this growing and exciting place I now call home.
2. What challenges did you face when first launching the publication?
It seemed like a century has gone by since we started Music News Asia. Although we have brazed every challenge, big or small, in every possible way we can, the more pressing question is not the kind of challenges but the attitude on how we face them. We built a lean team from scratch and everyone plays an equally important role and since we all live and work remotely, it was honest and authentic communications that really got us this far. Yes, communicating remotely is a challenge, but it was this one element that has and continues to pull us together. Everyone works passionately towards the same goal and speaks a second language, so it was all about reconfirming our intentions and polishing up the way we communicate that was vital to where we are today.
3. How would you describe the readers of MNA?
The success of our content truly depends on how engaging and relevant it is to our readers. In the beginning, we targeted music professionals from the music industry as our readers but soon realised that we were too focused on a niche group. After some trial and error, and with the help of our analytics and surveys, we came to the decision that our content need to engage a larger group including millennials, music professionals in and outside of Asia, and to anyone who has a curious mind towards what entertainment and music meant to us. Our objective is telling epic stories that would connect Asian artists to the rest of the world.
4. Where do you usually get your news from?
Our attendance at music conferences mean a lot to us and signify a huge part in growing our network as well as new leads. This is one of the most crucial times to network, share ideas and swap stories with music executives and leaders worldwide. The perks are that we get to listen to first-hand up-and-coming new acts from Asia as well as other regions. As we continue to see the demand for LIVE tours, many more western artists are debuting their series of tours around Asia. Consequentially, new Asian artists are also creating impact playing alongside western artists.The relations we have built so far with our festival and concert organisers, artists and music professionals will support our vision to create more engaging content and be a voice for the industry in Asia.
5. How has MNA evolved in its first year and what do you have in store for MNA's future?
It's been an exciting year and we are so glad it is behind us now! We need to brace the fact that while we are all working remotely it is our passion and core believe towards building a sustainable music industry for local acts in Asia that would drive us further.
I've just returned from our annual editorial meeting with the team and all I have to say is that change is always for the better. As we continue to pioneer as the only active music media and content site in Asia, there are many new and uncharted waters to experience. In 2018, we are looking to do more long- and short-format videos specifically focusing on documentary-like regional stories rather than just 'touch-and-go' news.The exposure I had from the music industry in Europe in the last 10 years is the backbone to understsanding what I'm seeing in Asia. Asia is fast evolving and MNA has to grow with it.
6. Share with us your favourite stories that you have written.
An artivle on Daito Manabe, in terms of originality, is still one of my favourites. He is one of the only artists in the world who has successfully transcribed music through technical engineering and programming into what I could only describe as visual orgasm. It's not every one's cup of tea but it is definitely the future.
7. How does the music industry in Asia differ from those in different regions?
Asia is one huge, diverse, and yet a fragmented region when it comes to music. Nonetheless, the mix of culture and language among the Asian creators has created a cocktail of rich and experimental sound. The musical tastes of its audiences are also constantly evolving. Heightened by the large amount of social media users, artists' popularity soar almost instantaneously by each performance. Take the Chengdu-based rap group 'The Higher Brothers' for example: the success story of a China group, now touring outside of China is one-in-a-million story and worth checking out. Their originality speaks for itself.
8. Which band / artiste would you like to meet? How would you imagine that meeting to go?
Would be interesting to have a long chat over coffee in the spring time with Joe Hisaishi who composed the soundtrack to the animated film 'Spirited Away'. For me, the soundtrack together with legendary animator Hayao Miyazaki created the stillness of time, childhood and longing for long lost love. I would like to know where that sound came from.
Interview courtesy Telum Media. Telum Media is a Singapore, Hong Kong & Sydney registered company founded in 2013 by former PR & journalism professionals who saw the need for a comprehensive media database in Asia. www.telummedia.com