Bringing Taiwanese Indie to the World: A Conversation with May Wu of In Utero

May Wu, co-founder of In Utero, has a mission to uplift Taiwanese indie music on the global stage. Together with her co-founder Meng, she saw an opportunity to showcase Taiwan’s unique sound and artists to international audiences. Since 2016, In Utero has worked tirelessly to create a path for Taiwanese artists like Prairie WWWW, Mong Tong, and Elephant Gym to tour internationally and expand their reach. Here, May shares insights into the challenges and rewards of advocating for Taiwanese music both at home and abroad.

May’s journey with In Utero began in the UK, where she and Meng experienced a thriving local music scene that deeply inspired them. They saw the potential for Taiwanese music to resonate similarly on an international scale but recognized the barriers preventing it from doing so. “We felt that Taiwanese music could hold its own on the world stage, but it lacked the networks to reach an international audience,” May explains. Driven by this vision, they returned to Taiwan and founded In Utero to bridge that gap. Over the years, the journey has been filled with challenges and triumphs, as they’ve navigated the intricacies of international touring, organized promotional events, and worked tirelessly to raise the profile of Taiwanese music. Today, In Utero continues to thrive, having led various artists through numerous tours across the globe. Their work has not only helped grow Taiwan’s indie scene but has also strengthened the cultural presence of Taiwanese music worldwide, fulfilling May and Meng’s mission to bring the island’s sound to new audiences.

One of the greatest challenges May faces is translating Taiwanese artists’ music for international audiences, particularly when lyrics are in Mandarin or Taiwanese dialects. For many of the artists that In Utero works with, their music is deeply rooted in Taiwan’s unique language, culture, and experiences, which can sometimes be difficult to translate for a non-Mandarin-speaking audience. May explains, “Language is our first challenge, but it’s important to help the music retain its original message and feeling.” In Utero’s team not only provides PR materials and translations but also works to introduce the artists’ stories to international media, making sure that the deeper meaning and intent behind each song can be appreciated by listeners abroad. Additionally, they focus on securing media exposure overseas and navigating the logistical challenges of international promotion. With a globalized music industry and streaming platforms opening doors, they are constantly adapting their approach to help Taiwanese artists reach an increasingly interconnected audience.

Touring can be as unpredictable as it is rewarding, and May has accumulated numerous unforgettable experiences over the years. One recent adventure occurred during a European tour with the band Elephant Gym. They faced an unexpected setback when their tour bus suffered a battery issue, just as they were about to embark on a crucial part of their tour. The breakdown coincided with the start of a three-day holiday across Europe, making it almost impossible to find a repair shop. Relying on local kindness, the team sought help from passersby and fellow musicians. As luck would have it, they encountered the same band they had helped during a previous tour in the UK, DAGS, who recognized them and offered assistance. “It was an incredible coincidence, a full-circle moment,” May recalls. Experiences like these highlight the camaraderie and deep sense of community within the indie music scene, as artists from across the world come together to help one another.

In Utero’s work extends well beyond booking and touring; they offer a range of services including copyright management, publishing assistance, and digital strategy support, all of which are crucial to an artist’s success and longevity in the industry. Taiwan’s music industry is still maturing, and indie labels like In Utero must often provide a wider scope of services than in more established markets. “In our early days, we collaborated closely with artists so they could focus on production while we managed the logistics,” says May. By handling administrative and promotional aspects, In Utero allows its artists to focus on creating music, ensuring that each artist’s unique sound and story reach their audience without being lost in the business side of things. This hands-on support model has proven vital in building sustainable careers for Taiwanese artists, helping them gain exposure and thrive both locally and internationally. In Utero’s approach represents a holistic vision for artist management that ensures their musicians can build a lasting presence while staying true to their art.

Looking to the future, May hopes to continue growing In Utero’s network and expanding Taiwanese music’s global reach, all while preserving its cultural authenticity. She believes that it is Taiwan’s distinct cultural elements that give the music its character and appeal, and this authenticity is something she never wants to lose. One recent initiative, the Art from Home, Love from Us project, showcased the multifaceted talents of Taiwanese musicians beyond their musical abilities. Created during the pandemic with KT, the bassist of Elephant Gym, this online exhibition featured art made by Taiwanese indie musicians while at home. In Utero raised funds for a Taiwanese COVID relief charity through a charity sale of this artwork, allowing these artists to connect with fans in a new, creative way. As In Utero continues to evolve, May is excited for the future, looking forward to introducing even more of Taiwan’s best talent to the world, always grounded in the mission to create a platform that celebrates Taiwan’s unique musical voice.