Universal Music China partners with Buick to launch brand-inspired song

Universal Music Group for Brands (UMGB China), the global brand partnerships division of Universal Music Group (UMG), has inked deal with carmaker Shanghai General Motors Buick (Buick) for a new original musical project inspired by the carmaker, titled “Guang Zhi Suo Xiang (Where Light Lives)”. The song has been released globally on Republic Records China.

The automobile brand officially debuted the song during its “2022 Buick Owners Day” event in late August, with the highly anticipated music video released on 5 September, performed by Buick’s newly announced “Friend of Buick Brand” and Chinese musical performer Liu Lingfei (Liam Liu).

The collaboration involves a full spectrum of integrated marketing, from the customisation of the music release, artist endorsement, creative visuals, online and offline events, to a series of publicity stunts, as well as the vinyl production of the song.

The song, entitled “Guang Zhi Suo Xiang (Where Light Lives)”, is dedicated to Buick drivers for the “2022 Buick Owners Day”, the annual celebration gala for Buick in China. The song and its accompanying music video are crafted to depict Buick owners’ lives and deepen their pride of Buick ownership. 

The song’s performer, Liu Lingfei, is a leading actor in Chinese musical theater, who has starred in dozens of musicals, such as the original Chinese musical “White Night” and “The Lost World”, as well as the Broadway musical “Cats” and “The Changeling Doctor”.

Aaron Wang, chief financial officer and head of brand partnerships for UMG Greater China, said, "Buick and UMGB China are both dedicated to building a stage for outstanding music performance that can resonate with people. The co-creation of the theme song explores the possibility of harnessing music as a powerful medium to connect with targeted audiences. We are thrilled to help Buick infuse their brand concept through music, and to create culturally relevant and artist-driven content that will resonate with current and future Buick owners in China.”

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