Big in Beijing

James Balmont's band, Swim Deep, plays to crowds of hundreds across the UK - but in China, they play to tens of thousands. And they're not the only ones

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When I joined the band Swim Deep 13 years ago, my dreams were much like those of any young musician: to play Glastonbury, to tour America and to hear our music on the radio - all of which we've managed to achieve.

But what I hadn't counted on was finding a fanbase in China. Despite us never having knowingly released our music there, Swim Deep recently returned triumphant from our fourth run of shows on Chinese soil, and we're not the only British indie band benefiting from this unexpected opportunity.

China has had an enthusiasm for British and Irish pop acts for years, long before its ¥500bn ($72bn) music industry overtook France to become the world's fifth largest in 2023. Jessie J became a phenomenon after winning the country's premier singing competition in 2018, while Westlife have spent decades playing to thousands in Chinese arenas and stadiums. But less heralded is a growing interest in grassroots UK indie bands, for whom the unexpected demand - and promise of excellent pre-gig catering - presents a financial and spiritual lifeline as returns increasingly diminish on home soil.

The Underground Youth, formed in Blackpool in 2008, have spent more than 15 years "slogging night after night through small clubs in the UK and Europe", says frontman Craig Dyer. Twelve albums in, Dyer says that touring at home is no longer financially viable, with accommodation and catering costs often outstripping performance fees.