Preservation and promotion of China’s musical cultural heritage on the internet

Abstract The study investigates different ways of preservation and popularization of Chinese traditional music using the Internet. The study collected data by analyzing various methods of presenting traditional Chinese music in online platforms YouTube, TikTok, and Likee. Common groups for YouTube are instrumental music (46.8%) and vocal music (23.9%), whereas, for TikTok and Likee, it is dancing performances (68.6% and 71.8%) and instrumental music (21.6% and 22.3%). The samples containing information about the content on the online platforms YouTube and TikTok are continuously growing in August, October, and December, while the Likee platform has seen a decline in all indicators. For the online platform YouTube, the largest increases were seen for vocal music theory and instrumental music for August, October, and December, while for the TikTok platform, the corresponding indicators were for Chinese music theory and educational dance performances in August and October. For online platform Likee for the aforementioned months, vocal music has seen the biggest decline over time. The obtained data can be useful for a better understanding of the audience’s requests, which makes it possible to popularize music content more productively. The authors see such study as necessary for the implementation of new business projects in the operation of online music platforms, changes in approaches to licensing over the Internet, and reform of the music industry. The development of the Internet popularizes Chinese musical culture on a global scale, opens up new opportunities for the Chinese population (professionals and amateurs, adults and children) to study the musical heritage of other countries, promotes musical diversity, and can bring substantial financial benefits not only to individuals or companies, but also to the state as a whole