Li Yuchun

It was basically a strategy.

The CEO behind Taihe Rye music label, Song Ke, developed a digital roadmap for former Supergirl champion Li Yuchun since he offered her a contract in 2005.

Last week, the 25-year-old released her latest self-titled album in Beijing - digitally.

As fans previewed Li's music without the guidance - or the filters - of radio programs, music critics or other conventional means of exposure, the album incited talk of a revolution in the music industry.

"The CD sales situation is not good now," Li says.

Former Supergirl leading music's digital revolution

"Transforming music into digital media is not on the company's plan in terms of marketing. For me, as a singer, either way is fine, as long as listeners have an access to my music."

Since Li stood out in the popular talent show Supergirl Singing Contest in 2005 with more than 3.5 million votes, which earned her a cover-page spot in Time Magazine Asia, her every move has made headlines. With her debut album receiving great acclaim, listeners focus more on her singing talent rather than on her tomboy image.

She has been involved with, and participated in, massive and numerous backstage and behind-the-scenes works.

The fourth album has eight songs Li scored by herself.

"It has a more personal style," Li says.

"I am not a productive singer. But I want to participate more in producing and music making."

She independently planned her previous album Youth of China, which was released last May and became a resounding success online.

"Many people asked me what my future plans are, but I really don't have an ambitious list of career goals," she says.

"I don't intend to become a producer or a songwriter. I just let things go naturally."

(China Daily September 11, 2009)