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Samsung and 88rising Give Fans of Asian Music a Cultural Platform with New Experience

R/GA's latest collaboration celebrates Asian music and fan talent

Samsung and 88rising Give Fans of Asian Music a Cultural Platform with New Experience

R/GA share its latest collaboration for Samsung that puts the power of the creative experience in the hands of fans and honours Asian culture and talent.

For this, R/GA teamed up with 88rising (recently linked w/ Marvel for ‘Shang-Chi’ soundtrack) to develop an experience that gives enthusiastic GenZ fans of rising Asian musicians a creative platform and a community to create a dialogue around their cultural roots. In the making of, 88rising pinpointed three rising female artists including Ylona Garcia, BIBI, and Niki who invited global fans to help them finish three music videos using only the Samsung Galaxy S21 Ultra device. These fans also contributed their own footage via social media to showcase their roots and heritage much like the artists for inclusion in each video.

Global roll out date for the first video is this week, followed by two other releases in October and November. 

Featured Companies: STADIUM Creative Group

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Production Company

Production Company: STADIUM

Production Country: USA

Director: Louis Browne

Director of Photography: Arlene Mueller

Executive Producer: Ryan Hawkins

Editor: Cal Laird

Producer: Adrienne Childress

Production Supervisor: John Iadarola

Covid Compliance Officer: Raijina Boswell

1st AD: Fabio Lo Fria

1st AC: Darrell Ham

Cam Assist: Emily Lien

Gaffer: Lej Talens

Key Grip: Eric Rosas

Prod Designer: Jaclyn Amor

Art Assist: Travis Jensen

BTS: Michael Rogers

Stills Photographer: Kristen Jan Wong

Stylist: Lisa Li

Make-up: Shea Hardy

PAs: Telford Villar, Dariush Sobhani, Willaim Jacobson, Shannette Tenenbaum


Strategy Director (New York): Ashley D’Amour

Associate Creative Director, Design (New York): Babo Schokker

Senior Video Editor (Sao Paulo): Denis Marcondes

Senior Analyst (Buenos Aires): Francisco Arauz

Sr. Manager, Business Affairs (New York): Jane Dawson

VP, Executive Director, Data (New York): Jen Langusch

Producer (Singapore): Jolien Werst

VP, Managing Director, Client Services (New York): Kris Gibbons

Senior Content Producer (Sao Paulo): Luanda Farinha

Account Director (New York): Madeline LaRocca

Senior Account Director (Singapore): Methavee Tontaveetong

Executive Content Producer (New York): Nick Williams

Designer (New York): Nyomi Warren

Associate Creative Director, Copywriter (New York): Olivia Simone

Senior Sound Designer (New York): Pete Karam

Director, Connections (New York): Philip Tabak

Sr. Content Producer (New York): Rosie Ollero

Executive Producer (New York): Sarah Phillips

Group Creative Director (New York): Sasha Shor

Content Production Manager (Sao Paulo): Tatiana Pinheiro

Sr. Content Producer (Sao Paulo): Luanda Farinha

Senior Video Editor (Sao Paulo): Denis Marcondes

Animator (Sao Paulo): Gustavo Tadini

Animator (Sao Paulo): Maxwell Eduardo

Community Manager (Singapore): Victoria Neo

Category: Music video , Short Films and Music Videos