Chinese social media app attracts untapped global audience, builds cultural bridges
Arthur Udhu doesn't need much to create music — just his guitar and a microphone. He usually records everything in his bedroom or in one belonging to a roommate.
For the 29-year-old musician, born in Fontenay-aux-Roses, France, and now living in Paris, it's all about capturing raw and unpolished energy while channeling the influences of hard rock, blues and other music genres. But lately, that energy has found a new home — RedNote, or Xiaohongshu, a popular Chinese social media app.
It all started with a little curiosity and a friend's advice. "I had never heard of RedNote before," Udhu said. "But then I read about it because of the TikTok ban, and my friend suggested I give it a try."
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Udhu grew up in a family of artists. His father is a professional piano player and singer, while his mother is a performer who had her own cabaret show for years. Exposed to a musical environment from a young age, Udhu started teaching himself guitar at the age of 12.
Intrigued by the idea of reaching a completely new audience, he signed up to RedNote. What he didn't expect was the warm welcome his music received and the vast, connected community he was about to discover.
At first, the process was like diving into the unknown. The platform was entirely in Chinese, and Udhu wasn't sure what to expect. But as he began uploading his music, including his beloved rock covers, everything clicked.
"It was a bit challenging at first, but the interface is actually pretty intuitive," he said.
"And once I started posting, I realized this wasn't just about sharing music, it was about building something — a community."
Udhu believes RedNote is a great opportunity to meet new people, build bridges, have fun, connect with people from different cultures and mindsets, and learn from that experience. He added it has helped him start to realize his dream of becoming a content creator.
"My friend and I are working together on a project, which involves planning, creating a schedule, sticking to it, and being consistent. The transition has been smooth so far, as the platform is very convenient and easy to grasp."
Udhu spends hours recording his music and uploading it for his fans on RedNote.
Whether he's playing a classic song or trying new material, the reactions are usually a mix of surprise and excitement. But what truly stands out are the comments. So far, he has gained more than 20,000 followers on RedNote and received over 100,000 likes.
"The kindness of the people here is incredible," he said.
"They're so polite and supportive, which is a huge contrast to some other platforms I've used. It's like they really want to share their culture, and I'm eager to learn from that."
He has also signed up for Chinese video-sharing platform Bilibili, and is considering joining other platforms in the future.
The connections he's making are far from superficial. A post asking for a new Chinese nickname received a strong response with more than 10,000 comments.
"Music is a bridge to create a community, and then build other things together. I've always been attracted to what connects us as human beings, despite our different social, cultural or financial backgrounds. We all have hobbies, passions and things we love or hate, even if we live miles apart. It's fascinating to try to build a community through social media," he said.
Udhu continues to grow his presence on RedNote. Covers of Chinese rock bands like Black Panther and Beyond have catered to fans' nostalgia and sparked conversations that transcend borders. He discovered these bands through comments made by Chinese music lovers.
He also follows what's trending in China. For example, when Ne Zha 2, China's box-office sensation, smashed through the 10 billion-yuan mark in ticket sales on Feb 13, he posted videos covering the theme song from the movie.
Crossing cultures
Chinese fans have expressed their admiration for foreign musicians who are willing to share their art and connect across cultures.
One comment on Udhu's page reads: "Your cover of Beyond's songs really touched me. It brings back so many memories of my youth. Thank you for understanding our music!" Another fan asked: "Have you watched Ne Zha 2?" Udhu replied that he cannot wait to see it.
"As a French guy, I was mostly exposed to European and American music. I could have been more curious and explored rock bands from around the world earlier," he said.
"It's awesome to spark those emotions in RedNote users by covering songs they cherish. It just shows how music enhances our life journey."
In the long term, Udhu sees Red-Note as more than just a platform, envisioning it as a bridge to something bigger.
"It's incredible to think I'm connecting with people in China through a single app," he said. "I'm not sure where it'll take me, but I'm excited to see where this journey goes."
"I need to learn more about Chinese culture to understand what's happening in the comments, stay up to date with new trends. … The cultural aspect is incredibly important to grasp," he added. "We've already connected with a Chinese musician and have plans to collaborate very soon."
New generation
With the surge of American "TikTok refugees" flooding onto Red-Note, a new phenomenon has emerged. More musicians are launching their accounts on the platform and finding fresh audiences in China. A new generation of global artists is exploring RedNote as a way to share their music and ideas with a vast, international audience.
Christina Munsey, 23, from Raleigh, North Carolina, said Red-Note has provided her with both wide exposure and connections to diverse cultures.
When Munsey first joined Red-Note in January, she didn't fully know what to expect. Like many foreign musicians exploring new platforms, the idea of engaging with an audience across the globe was both thrilling and uncertain.
"I wasn't entirely sure what to expect. My intention was to reach a broader audience and explore how well my music would play out in different cultures and countries," she said.
She had already built a modest following through other social media apps like TikTok, but was eager to test her music's appeal in China.
The early days on RedNote were exploratory. Munsey wasn't sure how her brand of indie, emotional and often deeply personal music would resonate with new listeners.
"I was curious to see if my sound connects with people beyond my usual reach," she said.
"To my surprise, this journey quickly revealed the global power of music and taught me about 'cat tax'," she said, referring to a quirky trend on RedNote where users post pictures of their pets, often accompanied by music.
After posting just 20 videos, her audience rose sharply.
"In the first 72 hours of posting, I saw my followers grow from a small number to over 100,000. It was an incredible and surreal adjustment," she said. "The response has been overwhelmingly positive."
Munsey's fans have also expressed deep appreciation for her authenticity. "Your music touches my heart. I don't understand all of it, but the feelings come through clearly," one wrote on RedNote.
For Munsey, it wasn't just the large number of followers that impressed her, but the quality of the engagement. As her music reached a wider audience, she found that users weren't just passive listeners — they were active participants in the cultural exchange. They commented on her music, shared their stories, and connected with her in ways that transcended language barriers.
"The most meaningful part has been reading heartfelt comments and seeing how my music resonates with people across the world," she said. "Even when many can't understand the lyrics, they still connect with the emotions my songs convey. That connection is a gift."
Munsey's journey has inspired her to learn Mandarin. "The desire to connect more deeply with my Chinese audience has only grown," she said. "I'm now taking Mandarin classes to understand and communicate better."
Conor Doyle, who lives in Mooncoin, Ireland, has also seen an immediate response to his Red-Note post.
"I have only posted one video and two photos, but I have gotten some lovely messages. China has such a healthy love for music of all types, so I am excited to see the reactions the more I post," said the 24-year-old musician.
"From a musician's point of view, any time a content-based app blows up, musicians tend to want to get there early and be ahead of everyone else, and establish a following," Doyle said.
Doyle began playing music at the age of 15. He said he has never been to China, a country he described as "rich in history, culture and celebration of life".
"Visiting is definitely a goal of mine and I will learn some Mandarin while on this app," he said.
RedNote rising
There has been a significant surge in the popularity of RedNote, especially in markets outside China. The social media app gained nearly 3 million US users in one day in early January as a flood of "TikTok refugees" joined, according to a Reuters report. The Chinese-language app had about 3.4 million daily active users across both iOS and Android devices in the US as of Jan 13.
Acknowledging the surge, Red-Note, which was launched in 2013 by a group of Chinese entrepreneurs, has added a translation function catering to English-speaking users. Appealing to the increasing music-savvy base, the platform also held the Global Village Concert on Jan 26, featuring 20 groups of musicians from China and abroad. The concert ran for about seven hours and attracted over 1 million viewers.
There has been a noticeable trend of Western musicians and artists trying to expand their presence in China over the past decade. This is largely due to China's rapidly growing entertainment market and its vast, young population that is increasingly interested in international music.
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Music critic Er Di said that platforms like RedNote offer fertile ground for musicians from abroad to connect with a highly engaged and diverse audience.
"I think the users of RedNote are more diversified compared with other social media platforms," he said. "This diversity shows in the comment sections, where positive feedback fuels the creativity of artists. These musicians are not just reaching audiences — they're building global communities."
He also pointed out that the platform is a rich environment for various music genres, from R&B and jazz to classical and country, he said. "It's truly a dazzling array, with something for everyone."
