Asian artist-focused music label 88rising have unveiled a collab with McDonald’s in the US ahead of the Year of the Ox, aimed at “remixing holiday traditions.”
Higher Brothers’ Masiwei is set to perform a virtual concert exclusively over the McDonald’s app, actor and hip hop artist Dumbfoundead will be heading up a special IGTV series on Lunar New Year traditions, and there’ll be a set of fast food-influenced hongbao (“red envelopes”) available through 88rising’s online store.
The IGTV series and the hongbao will be available from Monday 8 and the McMasiwei show will be on New Year’s Day, February 12, from 7-9 PM local US time. The Higher Brother will be performing songs from his forthcoming new solo album, Dark Horse, which is set to drop on Valentine’s Day.
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According to a press release, the IGTV series will allow followers “to hear Dumbfoundead’s fresh take on such beloved traditions as cleaning and decorating the house, swapping old clothes for new, and playing festive games.”
Masiwei has already set a high bar for Spring Festival corporate tie-ups with his banned-then-not-banned commercial for Sprite (watch above). Will we see him spitting rhymes while munching on a roujiamo? Will he retool Higher Brothers classic “7-11” to be about snacking on late night McNuggets? Time will tell. But this whole McDonald’s x 88rising thing at least sounds better than an Oreo Spam burger.
Cover image: courtesy McDonald’s
