Established by Snow Jiang in 2019 in Shenzhen, China, Cheerful Music was a record label company that had created many hit songs in China. "Yi Xiao Jiang Hu," its most famous hit song, gained 50 billion views on TikTok as the background music for the Subject Three dance. In April 2023, Cheerful Music established an office in London, UK. In August 2024, Snow Jiang was considering two important issues: How could the company develop a new hit making model that would enable it to succeed in the UK? And should Cheerful Music double down on using generative AI tools like Suno?