Li says that his music appeals to the minority, though his song Legend, which was performed by pop diva Faye Wong at China Central Television's 2010 Spring Festival Gala, became an instant hit.

"Before the song Legend, I belonged to a small group of fans. I will always be such a singer-songwriter because I want to immerse in my own music world," he says.

His new record label, however, suspects Li has a broader fan base. Wonderland's Wang describes Li's music as borderless, which portrays not only love between a man and a woman but also love for friends and homeland.

After Li walked into the spotlight, he says he felt a bit awkward because his other songs have been overshadowed by Legend, which he wrote in 2002.

"I didn't expect it to turn out to be a hit some years later," he says. "Each song has its own destiny."

Harbin-born Li, whose father was a Peking Opera singer, received his first guitar at 15 from his mother. He had always been a naughty child, and the four years living and studying at Tsinghua University exposed him to brilliant and talented young people the same age, and the humbling encounters helped shape his personality.

He was famous in the university because of his rocker style, long hair and fashionable clothes. On graduation, he held a debut concert at Tsinghua, which was also a first for the university.

He calls himself a sentimental person, who is intrigued by anything he sees or hears.

"I am not a productive songwriter. Writing songs is like accumulating water in a cup. When the cup is full, the water comes out naturally," he says.

Wonderful Music, which is home to artists including Taiwan singer-songwriter Sandee Chan and Singaporean singer Stefanie Sun, has mapped out a digital music strategy for Li and launched a new website for the singer-songwriter, which displays Li's musical journey, music videos and allows interaction with fans.

According to Wonderful Music's Wang, Li is the first artist from the mainland that the company has signed. She is eager to bring a mainland artist to the rest of Asia, instead of the traditional path of introducing Taiwan singers to the mainland.

"Now singers from the mainland are popular in Taiwan," she says. "Li's music is suitable for across Asia because his lyrics and melodies don't cater to a minority group of fans."

"I have always wanted to change the formula of bringing Taiwan singers to the mainland. I believe Li Jian is a good choice to turn the trend around," says Wang.

Contact the writer at chennan@chinadaily.com.cn.