When Swim Deep joined the British indie scene 13 years ago, they dreamed of Glastonbury and American tours, which they achieved. But an unexpected fanbase in China has transformed their fortunes: while they play to hundreds in the UK, they draw tens of thousands at Chinese festivals.
Swim Deep are not alone. Bands like The Underground Youth from Blackpool and Manchester's KVB have found a lifeline in China, where promoters offer all-inclusive tours covering travel, hotels, and meals, allowing acts to tour profitably. 'It's some of the best treatment we've had,' says Craig Dyer of The Underground Youth, who have played 14 shows in China since 2019.
The KVB's Kat Day praises Chinese venues, which often feature advanced LED screens and are located in shopping centres, avoiding the closure issues faced by UK venues. 'In the UK, all of our venues are getting shut down,' she notes, contrasting with China's modern spaces.
Sea Power, formed in Reading in the 1990s, also experienced a surge. After a first visit ended with a cancelled festival, they returned in 2025 to sold-out headline shows in venues of up to 3,000 capacity. 'It was like playing in London every night,' says frontman Jan Scott Wilkinson, who has two China trips planned for 2026.
The phenomenon extends beyond well-known acts. China's music industry became the world's fifth largest in 2023, and its appetite for British indie bands continues to grow, offering these artists a surprising second wind.
