If music is the food of love, then Shanghai likes to portray itself as a bustling, burgeoning, international buffet. But like so many buffets, there is only limited space for the culinary expertise of every country.

　　Instead, the consumer settles for a taste of a nation's most obvious cuisine; for music lovers, this means the sounds of English mainstay Elton John, the manufactured fast-food tunes of America's Backstreet Boys and the classic Italian flavour of Andrea Bocelli.

　　This may seem strange in a time of huge cultural upheaval, where every corner of Shanghai is crowded with DVD vendors hawking Hollywood movies, shopping malls filled with foreign clothing, and the streets lined with overseas chains like McDonalds, KFC and Starbucks.

　　Many hope the next stage in what the government calls "opening the borders of China" will include the rise in availability of foreign music to Chinese consumers.

　　Currently, imported music holds a rather tentative, loose grip on the Chinese music industry - comprising only 7 per cent - in potentially the largest single consumer market in the world. Previous models, such as Japan and Hong Kong, suggest that such a low market share will rise.

　　Japan has become the second-largest music market in the world, of which 25 per cent is foreign music, and Hong Kong is currently following suit with a 20 per cent share (as opposed to the 80 per cent majority of homegrown "Canto-Pop").

　　What helps explain such figures, and what is still evidently non-existent in China, are outlets for local exposure to the huge music industries of the UK and US.

　　"There are only a few places to go to buy good foreign music in Shanghai, and the selection is very small," said Harry Wu, a 20-year-old student at the Shanghai Conservatory of Music. "The music available is old and aimed at my parents' age group, with artists like Whitney Houston, Kenny G and Michael Bolton. Many of my friends now just use the Internet."

　　Many music retailers in Shanghai offer minimal, if any, sections of foreign music, driving the young generation of Chinese to search elsewhere for musical variety. Most head straight to the Internet.

　　As the Internet rapidly enhances the globalization of music with radio stations, downloading, and online shopping, music retailers are struggling to keep pace.

　　HMV, the UK's largest music retailer, has 45 stores across Japan and four in Hong Kong, has yet to enter the Chinese mainland, claiming piracy and the rise of Internet-based music as the two major barriers.

　　"We've been cautious about opening a store on the mainland," said Stuart Fraser, the Hong Kong-based commercial director for HMV. "Before we do, piracy rates have to come down. The next year will be crucial, not only for us in China, but for HMV worldwide, as we monitor the pace of the relationship between the Internet and music."

　　Although 26.6 per cent of Shanghai's population were Internet users by the end of last year, television and radio are still the primary showcases of music. The British Council (created by a UK government initiative for the promotion of creative ideas abroad) airs UK music on "Selector Radio" on Shanghai East radio station on Wednesday nights, along with the daily 10 pm-11 pm slot of mainly US music on the same station.

　　But it is music television that may be beginning to make the largest and fastest move into China. MTV has been broadcasting 24 hours a day for the last 18 months in Guangdong Province and in hotels and compounds across China, displaying a mix of foreign and Chinese popular music.

　　The recent move to run an hour-long foreign music programme twice a week on CCTV by MTV Networks is a sign of their commitment. As Bill Roedy, president of MTV International Networks, stated, "This is the beginning of a new period of creative collaboration and expansion for MTV in China."

　　When asked whether censorship was part of the reason MTV had taken so long to enter such a potentially lucrative market, Roedy replied, "Censorship is not an issue, as MTV only select songs that reflect local culture. The gap between what the government thought was appropriate and what the people want is not as big as you think."

　　Clearly MTV has a game plan, with governmental backing and the distribution of CCTV's international channel in hotels across the US (in return for CCTV's airing of MTV programming in China). The music television giant is gently beginning to build a relationship and gain a foothold.

　　Partnerships such as the one between MTV and CCTV are beginning to become more common between China and the West.

　　Relaxing measures administered by the Chinese government mean that foreign promoters need only a partnership with a government entity, such as entertainment giant Poly Culture and Arts Co. Ltd, to handle the performer approval process when promoting live performances. The British Council recently used these channels to showcase the UK band Ladytron in Shanghai; DJ Sasha arrives on November 20.

　　Events like Pegasus' weekly hip-hop night are becoming hugely popular among young Chinese, illustrating the huge, untapped potential for the sale of foreign music to the next generation of Shanghainese.

　　"There are lots of parties and clubs in Shanghai that have good hip-hop like Jay-Z, Eminem and Dr Dre," said one young music lover, 20-year-old Wendy Ji.

　　While Ji may not be able to easily find her favourite artists' albums in music emporiums, she manages to get ahold of the music nonetheless. "The DJs sell mix CDs of their favourite music, which we love," she said.