CASE STUDY

ROY WOODS x ASEN 艾志恆

BREAKING BARRIERS IN LIVE MUSIC

CULTURAL CROSSOVER

ALLSTARS brought together Roy Woods (OVO Sound) and Asen (Warner Music China) for a historic first-of-its-kind live performance, marking a breakthrough moment in global hip-hop culture. This unprecedented collaboration showcased the power of music in bridging East and West, introducing Roy Woods to the massive Chinese market while elevating Asen’s international reach.

OBJECTIVE

To amplify OVO artist Roy Woods’ exposure in the Chinese market by collaborating with Chinese Hip Hop star Asen.

COLLABORATION

The first time a North American artist and a Chinese artist shared the stage. Asen (Warner China) and Roy Woods (OVO Sound) delivered a high-energy performance that captivated the crowd, making it a groundbreaking moment in cross-cultural music collaborations.

EXECUTION

Roy Woods was highlighted in promotional materials and social media, leveraging Asen’s fanbase for exposure. A multi-channel strategy amplified their collaboration, attracting media attention and engagement.

RESULTS

• Massively successful , energizing the audience and creating buzz in both markets.
• Roy Woods gained thousands of new Chinese followers as old and new fans rallied around his performance.
• His Chinese social media video went viral, garnering tens of thousands of likes and reshares, with fans heavily anticipating his arrival in China.

KEY TAKEAWAY

Key Takeaway: This event showcased the effectiveness of pairing artists from different markets to create historic moments, elevating their visibility while bridging cultural and musical gaps.

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NEW MARKETS

Looking to expand your brand or artist into new markets? Let ALLSTARS craft strategic collaborations that drive real results.

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