The Big Marketing Machine featuring Edison Chen

Running my two online city guides over the past three years has given me so much insight into the PR and marketing world.  I recently went to two events which catered to two very different markets. It was interesting to see the contrasts in how the two events were put together.

A few weeks ago, I attended Diesel's Brave magazine party. You can read my blog entry about it if you scroll down. This party catered to the underground subculture of artists, trendsetters, designers, musicians and actors. The crowd was mixed with local Hong Kong Chinese and people from around the world. The PR company that handled the event specializes in underground happenings and is basically a company with a background in futurism (the old tern for this was 'cool hunting' but that's seen as derogatory now). This PR company actually refuses  some jobs if they are not in line with the brand of the PR company. In a sense, this marketing tactic is 'exclusive' as opposed in 'inclusive' and it's one way to market a product. If you can't attain or afford it, then you'll want it even more. This is what I like to call 'aspirational' marketing.

Last night, I was invited to come to a Nokia event which was meant to showcase some trendy new models of their phones.  This event was catered to 'the masses' meaning any local person in Hong Kong who might buy a new Nokia phone if they perceive the item to be 'neat' or 'cool'. Celebrity endorsment is one way to build a certain image around a product.

Nokia called upon Hong Kong hearthrob Edison Chen to perform a few songs at the party. (It was actually more of a mini-concert rather than a party). Edison, who is a Candian born Chinese, is a singer, actor and street culture impresario.  In addition to the other things on his CV, Edison is also the founder of a clothing company called Clot . Clot has collaborated with Nike, Adidas, and Levis on designs. Anyway, his profile seemed intriguing especially since his name has been mentioned on many cool hunting sites.

The venue for the Nokia Party was inside the China Resource Building. A big convention room was temporarily transformed into a concert venue. As I entered, I saw a long line of local kids in their late teens early 20's. I don't know how they came to be invited to this party, but there they were, lined up and ready to go. Some of them were even holding signs that said "Edison".

Once inside, I did not see anyone I knew except for Sasha from Hot Party TV who was trying to get Edison Chen to say  "Let's get it on Hot Party TV." I told him I'd owe him a drink if he got Edison to say that. In any case, Sasha doesn't drink alcohol so I would've been more than happy to buy him a bottle of cola somewhere. hehehe... (BTW, he did get Edison to say "HotPartyTV- Let's get in on"! I was so proud of his gumption to even ask! I would never have dared.)

The show was interesting. I kind of felt like I was watching one of those TV stations- you know the kind that you sometimes run into when you're watching TV in some Asian country where you can't get any English channels. There are usually these TV programs with cheesy performers/comedians on stage doing some half-ass dance moves and lip singing to some song that sounds like karaoke. The girls were so 'cute'. They were singing the Nokia ringtone clapping their hands and making cute faces and giggling. It was a marketing tactic which could only hold an appeal in an Asian country.

Anyway, I will say that the vibe of the Diesel party was extremely different- but then again- different product, different marketing strategy.

After the long performance, the MC announced that the party was over and everyone in the media was ushered backstage to interview the celebrity guests. One of my photographers was in awe of DJ Tommy who scratched a few records during Edison's performance. Apparently, he was the only Asian DJ who is on the top ten DJ list. I guess this status does give you bragging rights. I had nothing to ask anyone during the interview session, but I did overhear some reporter asking Edison what he thought about the GOD (Goods of Desire) scandal involving the printing of a triad logo on one of their t-shirts.

As I walked out to go home, my ears were drawn to DJ Kulu and DJ Ivan (who usually spin at Solas together) who jamming with MC Chuck and  this French dude who had some kind of electronic flute or was it a recorder? They were tearing it up and playing some very original, very groovy music. It was such a melange of styles- Electronic yet melodic and hard hitting, fast-talking rapping at the same time. I was digging it so much more than anything else I had heard all night. Unfortunately, everyone had cleared the venue by then and there was a whole bar of champagne which hadn't been drunk.