By /

Rienne Mendoza

Asian Pop’s Digital Rise in the West

Biography

A young East Asian woman with long, dark, straight hair and wispy bangs smiles broadly at the camera, showing her teeth. She wears a light olive green ribbed knit top that is partially unzipped, revealing a delicate silver chain necklace. The portrait is set against a plain white studio background.

Rienne Mendoza is apart of the class of 2025 from Toronto Metropolitan University with a BA in Professional Communication along with a double minor in Public Relations And Events and Live Entertainment. During her time at TMU, she has actively contributed to the music industry through writing articles, creating digital content, and volunteering at music events. Her dedication to music, live entertainment, and social media drives her commitment to building a successful career in the industry, where she aims to connect artists with audiences and enhance the live music experience.

Make sure to connect with Rienne Mendoza for more!

Details of Project

Asian pop music has experienced unpredictable global growth, largely driven by digital media platforms that connect artists with international audiences. This research examines how Asian pop artists utilize social media, stream services, and fan-generated content to expand their reach in Western markets. Key marketing strategies, such as interactive social media engagement and viral challenges, have helped these artists establish loyal fanbases and create cross culture collaborations with Western artists.

Lightning talk

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