UMGB CHINA SHINES A LIGHT ON BUICK
Universal Music Group for Brands (UMGB China) has signed an agreement with Shanghai General Motors Buick (Buick) for a musical project called “Guang Zhi Suo Xiang (Where Light Lives)," which initially arrived over the summer via Republic Records China.
Inspired by the car brand, the track debuted during the company's “2022 Buick Owners Day” event in August and was performed by Buick’s newly announced “Friend of Buick Brand” and Chinese musical star Liu Lingfei (Liam Liu).
"Buick and UMGB China are both dedicated to building a stage for outstanding music performance that can resonate with people," CFO and Head of Brand Partnerships for UMG Greater China Aaron Wang said. "The co-creation of the theme song explores the possibility of harnessing music as a powerful medium to connect with targeted audiences."
Dedicated to Buick drivers for the “2022 Buick Owners Day"— the annual celebration gala for Buick in China—the song and its accompanying video were created in an attempt to deepen Buick drivers' pride of Buick ownership. Wang added more "culturally relevant and artist-driven content" will be a part of UMGB China's future. As for our future, well, we hope to get our driver's license back soon, after that little misunderstanding.
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