Winners of the first season of The Big Band, indie rock band New Pants, have joined former Rap of China winner (and new season judge) GAI plus Chinese-Canadian singer-songwriter Henry Lau in making a trio of songs interpreting music from pop electronic duo The Chainsmokers.
It’s part of a pretty extensive advertising campaign that Danish beer brand Tuborg is undertaking, which also includes each of the four artists’ images printed on Tuborg cans, as well as a mini online festival in collaboration with ecommerce site Tmall.
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Drinks brands have increasingly sought to link up with bands, singers and producers in China, especially following the success of TV music contests. Earlier this year, Budweiser teamed with another ecommerce site, JD.com, as well as Beijing-based music label Taihe Music Group, to launch an online clubbing livestream event, while other drinks brands such as Absolut and Jaegermeister have become more and more visible at music events around the country.
On the back of winning The Big Band in 2019, New Pants have become the go-to rock band in China for commercials with drinks brands, it seems. They previously teamed with Sprite, alongside another Rap of China alumni, Lexie Liu, and more, while they’ve also featured as part of a Nescafé campaign. The band also recently wrote a song and created a music video for an Ikea advertisement:
Unfortunately, the reworked Chainsmokers songs are only available on Chinese platform QQ Music as of now; if you want to listen, you can find the tracks from New Pants, GAI and Henry Lau here.
