The Asia Pop wave is here: ‘It’s time for brands to ride it’
Live Nation’s ‘Future Sound’ study, released last month, highlighted an unprecedented demand for Asian Pop experiences in Australia and New Zealand. Speaking to Mumbrella this week, the live event giant’s new integrated marketing director, Erica Valenti, discussed what brands can learn from Asian Pop artists.
The rise of Asian Pop in recent years cannot be understated. While it has begun dominating Australian brands this year, the focus has now shifted to what those brands can be learning from the artists in the genre.
Erica Valenti, Live Nation’s new integrated marketing director – who moved across to the company in July from TikTok where she worked as head of music marketing ANZ – told Mumbrella that the September ‘Future Sound’ study showed that Asian Pop artists are the best at connecting with fans, like global hit groups such as BTS and BLACKPINK, who coin their followers as the BTS Army and BLACKPINK’s Blink’s respectively.
So great is the connection, South Korea’s Stray Kids – who only formed in 2017 – are set to play Sydney’s Allianz Stadium this weekend; a venue that has recently hosted concerts from heavyweights like Paul McCartney, Elton John, PINK and Robbie Williams.
“With a marketing lens, we can see that Asian Pop artists have a formula to build fan investment in their overall brand well before their first music release,” she said.
