Shenzhen Daily Japan's leading dance record company in the 1990s, AVEX Records earned itself a reputation as a star factory. But their newest signing is not just another J-pop product -- as Chinese actress Chen Hao has been lined up to make history as the label's first Chinese artist. The news has attracted massive media attention as the Japanese label's first move into the Chinese market. But Chen's signing was all part of the plan for AVEX, which has a much publicized long-term strategy of promoting rising stars. Chen first shot to dizzying fame in China with her fabulous performances in several cartoon-adapted TV series. And although the actress has never released an album and the appeal of her singing has yet to be proven, AVEX has expressed great confidence in her artistic talent. China has massive market potential for AVEX, and the company has launched a major talent scouting program to establish itself in the market. Having already set up offices in Hong Kong and Shanghai, AVEX has now identified Beijing as its next point of entry. Further along the line, the company's plans include a production company as well as a record company. Until then, the company is set to continue with its strategy of promoting up-and-coming singers in the Chinese market. AVEX's last round of singer recruitment began last year at six major artistic institutions in Beijing. This program is scheduled to extend to Shanghai this year, with AVEX having disclosed that they would sign contracts with more promising Chinese singers in the future.
