Criticlassical is an international start-up created by University of Birmingham Music graduate Shanshan Shi. CritiClassical provides a music exchange service between the UK and China and bridges the gap between international audiences. With a presence in both the UK and China, CritiClassical organises, coordinates and delivers concerts, exhibitions, cultural exchange programmes and other events for clients in one country seeking exposure in the other.
![Shanshan Shi is a UoB graduate entrepreneur](/as/images/ei/shanshanshiportrait.jpeg)
Shanshan's story
China, with its 1 billion population and growing stake in world affairs, presents an important market characterised by an increasing number of aficionados of western performing arts. This represents an unsaturated and high-potential market which new and upcoming UK artists can benefit from in many ways. Facing such a large market, many Western classical musicians cannot find the right contacts to access it. By building a music management company in the UK, I aim to bridge the gap between musicians and Chinese audiences.
Adapting to the global pandemic:
I developed a more stable income for the company in 2020 providing digital marketing services. I believe that every crisis is accompanied by opportunities, so keep trying, and keep moving forward. Despite the strict restrictions in China over the past year, they are now returning to a new normal.