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Sounds of Success: Legends and Legacies in Music Marketing

Digital music marketing.

Music has always held a unique power to unite people across cultures, generations, and continents. It is a universal language that transcends barriers and fosters a sense of community among listeners, forging connections that can endure a lifetime. In the world of music marketing, artists harness this power to reach their audience and leave a lasting legacy that transcends the confines of time. While achieving legendary status is a coveted goal for many musicians, it often requires a strategic approach beyond talent to ensure their songs resonate with listeners and withstand the test of time. Intriguingly, some artists achieve legendary fame posthumously, their untimely deaths catapulting them into a realm of immortality where their music takes on new meaning and significance. But how do artists market their songs to achieve this status, especially after death? Let’s delve deeper into the stories behind iconic musicians who have left a mark on the music world through their artistry and vision.

What is Music Marketing?

In the past, music marketing relied heavily on traditional channels such as radio, television, print media, and physical distribution methods like CDs and vinyl records. Record labels were central in promoting artists and their music through these established platforms, investing in advertising campaigns, live performances, and music videos to generate buzz and drive sales. However, with the rise of the internet and digital technology, the landscape of music marketing has dramatically transformed. In the modern age, artists have unprecedented access to digital platforms and tools to bypass traditional barriers and connect directly with their audiences. Social media, streaming services, and online communities have become essential components of music marketing, enabling artists to release music independently, engage with fans in real time, and build a loyal following organically. This democratization of music distribution and promotion has opened up new opportunities for artists to achieve posthumous fame by reaching global audiences and cultivating a dedicated fan-base that transcends traditional boundaries. Additionally, digital channels have facilitated the discovery and rediscovery of music, making it easier for fans to explore artists and share their favorite songs with others. As a result, traditional and digital music marketing now work hand in hand to amplify not only modern artists but also the legacy of artists who have passed away, ensuring that their music continues to echo with audiences long after they’re gone.


Leslie Cheung

Known as the prince of Cantopop to the public, affectionately nicknamed “Elder Brother” by fans, singer and actor Leslie Cheung was a trailblazing icon who shaped the Hong Kong music industry in the 1980s. A legendary symbol of individuality, what set Leslie apart was his unapologetic embrace of his unique identity. In a conservative era where openly addressing sexuality and mental health was rare, Leslie navigated societal taboos and norms to express himself through his work. In this era of Cantopop, it was common to perform Chinese covers of foreign pop songs, and Leslie was no exception. His first hit single was a cover of “The Wind Blows On”, successfully establishing his place in the industry and paving his road to stardom. He’s known for his cover of the single “Monica” – this upbeat dance song introduced a new trend into the music world, standing out amongst popular ballads at the time and topping charts. Leslie also starred in famous works such as Farewell My Concubine and A Chinese Ghost Story, rising in prominence in the film industry in both the East and West. With his rise in popularity, the media began to fabricate a pop star rivalry, pitting him against fellow Hong Kong singer and actor Alan Tam. This strategy lasted throughout the decade and was successful in driving sales. Throughout his career, he has won Most Popular Male Artist, the prestigious Golden Needle Award, and was named Asia’s Biggest Superstar, his albums selling tens and hundreds of thousands of copies. He held countless sold-out shows, breaking attendance records throughout Asia. Tragically, Leslie was diagnosed with depression and died by suicide in 2003, shocking the world. Today, he’s known as a Cantopop legend with a legacy on par with peers in the Western music world, such as Michael Jackson and the Beatles.


To this day, Leslie’s legacy endures, a testament to the lasting impact of his music and the sense of community among his devoted fans. For a month after his death, Leslie’s music dominated the radio, and three months later, his final album, Everything Follows the Wind, was released. To keep his memory alive, fans and members of the entertainment industry alike commemorate his birthday and death anniversary each year. His fan club, Red Mission, organized a birthday party to remember the singer, projecting his music and movies celebrating his life and contribution to the industry. In addition, memorial concerts titled Miss You Much Leslie were organized, with famous names in the Hong Kong entertainment industry paying tribute and covering Leslie’s music. A remastered version of Leslie’s concert tour was also live-streamed online, proving his music’s importance to the industry and cultural landscape. Through these annual rites, Leslie’s spirit continues to thrive in the hearts of millions everywhere, fostering a sense of connection and camaraderie among fans who share a deep appreciation for his artistry and impact in the music world. With his authenticity and unwavering commitment to his art, Leslie redefined the boundaries of Cantopop and left a lasting impression on the entertainment industry, showcasing the transformative power of personal expression in both life and death.



Initially a part of an emerging trend of underground bands in Hong Kong in the 1980s, Beyond became known as the most influential band in the Cantopop industry. Coming from humble beginnings where they had to manage their own career, part of Beyond’s charm was that they were the underdogs in the music industry, yet they never lost sight of their roots. Living up to their namesake, meaning to surpass or to go beyond themselves, Beyond etched their name into the hall of fame for their experimental music in progressive rock. Led by the charismatic lead singer Wong Ka Kui, Beyond stood apart for their unwavering commitment to addressing social issues through their music. Their signature song, “Glorious Years”, was a tribute to Nelson Mandela and his struggle against racism. A huge hit, it served as a rallying cry for equality in a tumultuous era and set itself apart from the love songs that dominated the industry, achieving triple platinum. “Boundless Oceans, Vast Skies”, Wong Ka Kui’s last song with Beyond, encourages the pursuit of ideals and freedom despite obstacles and has since become a theme song for Hong Kong’s political activities. Tragically, Wong’s untimely death after an accident during a show filming in 1993 cast a shadow over the band. After his passing, Beyond shifted their focus to alternative rock but continued writing music about Hong Kong’s political climate. Notably, they held a world tour for their anniversary and a memorial concert for Wong Ka Kui as a birthday tribute. Beyond eventually disbanded in 2005, but not without leaving behind a legacy that still perseveres. Rather than fading into obscurity, the members of Beyond found renewed strength in their community of fans worldwide, attesting to the power of the messages in their music. Through innovative music marketing strategies and social movements, Beyond’s fame serves as a reminder of the indomitable spirit of their music and the lasting impact of their social activism.


Today, Beyond’s socially conscious lyrics have made their music a powerful tool for advocating change and striving for action, finding their place in charity events and political movements. For instance, “Glorious Years” has traditionally been used as a symbol for Hong Kong’s political scene. “Boundless Oceans, Vast Skies” was widely sung by protestors in the 2014 Hong Kong protests, which fought for the right to suffrage. It has also been used in various charity events, including the 2008 Sichuan earthquake fundraising campaign, showcasing the band’s enduring influence, transcending beyond the music realm to the real world. By rooting their music in an unwavering commitment to justice, Beyond created a sense of community and solidarity among their fans, empowering them to fight for their beliefs. Beyond’s legacy lives on, and their music continues to resonate with audiences, inspiring generations of youth to speak out against injustice.


Sense of Community

The phenomenon of community formation around artists after their deaths displays the impact of music on people’s lives. When legendary musicians like Leslie Cheung and Wong Ka Kui tragically passed away, fans around the world came together to mourn their loss, celebrate their lives, and find solace in their music. In the digital age, social media platforms and streaming services amplify this sense of community, enabling fans to connect, reminisce, and share their favorite songs and memories. Music marketing is crucial in sustaining this communal bond by curating nostalgic experiences, organizing tribute events, and reissuing special editions of albums and concerts. Through strategic storytelling and curated content, music marketers honor the artist’s memory while keeping their music alive for new generations of fans to discover and cherish. As fans continue to seek connection and meaning through music, the role of music marketing in fostering community and preserving legacies remains as vital as ever.


Ties to the West

The legacies of Leslie Cheung and Beyond echo the timeless appeal of Western music legends such as Freddie Mercury and the Beatles. Like their Western counterparts, Leslie and Beyond pushed the boundaries of creativity and expression. Moreover, the untimely deaths of Leslie and Wong Ka Kui have only intensified their fame as fans around the world gather to commemorate their lives and celebrate their contributions to music history.

Although from different backgrounds and musical genres, Leslie Cheung and Freddie Mercury share a remarkable legacy that transcends time and cultural boundaries. Both artists were known for their flamboyant stage personas and for defying societal norms by embracing their identities and challenging stereotypes about sexuality. Their courageous authenticity resonated deeply with fans and continues to inspire marginalized communities worldwide. Despite facing struggles with discrimination and mental health issues, both Leslie and Freddie are remembered as icons for their electrifying music performances and unapologetic self-expression, their tragic deaths further immortalizing their contributions to pop culture. Through their timeless music, Leslie and Freddie remind us of the transformative power of art in shaping our understanding of identity and acceptance.

Beyond and The Beatles, though from vastly different cultural contexts, share striking parallels in their fame and legacy. Just as The Beatles revolutionized the West with their unique sound and songwriting, Beyond was known in the East for their influential lyrics, both emerging as a beacon of social consciousness among youth in their respective music scenes. Both bands transcended the confines of their respective eras, making music history with their timeless compositions and universal themes. While The Beatles’ meteoric rise to stardom unfolded on a global stage, Beyond’s influence reached deep within the souls of Chinese-speaking audiences worldwide, earning the nickname “The Beatles of Hong Kong”. Despite the tragic loss of their lead singers, both bands continue to inspire successive generations, cementing their status as cultural icons of musical innovation. Through their legacy, Beyond and The Beatles stand as a testament to the transformative power of music in shaping human experience and connection.



In the realm of music, legends like Leslie Cheung and Beyond transcend cultural barriers and strike a chord with audiences around the globe. Their revolutionary spirit and willingness to be different set them apart as pioneers in a world often characterized by conformity. Despite their tragic deaths, their music lives on, serving as a symbol of change and inspiring generations to come. Through the power of music marketing, their legacies continue to be celebrated, their stories shared, and their impact felt, fostering a sense of community among fans, old and new. As we reflect on their contributions, we are reminded of the transformative power of music to unite and uplift —a legacy that will continue for years to come.

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