American Idol creator Simon Fuller seeks HK's next pop star to join Now United

Simon Fuller, the creator of American Idol, is set to search for the next pop star who embodies the “Hong Kong spirit” to join his international pop group Now United, managed by his label, XIX Entertainment. In collaboration with the Hong Kong Jockey Club (HKJC), the group will also perform at horse racing events.

Fuller, also known as a British talent manager, shared his belief that music has the power to rise above geopolitical divisions, even as global tensions intensify due to the US-China trade war.

In partnership with the HKJC, which is looking to transform itself into a global sports and entertainment brand, Now United will give Hong Kong's talent a chance to shine on the world stage, while through social media and racecourse performances the group will share positive stories about Hong Kong and Hong Kong racing with their millions of fans around the world.

The search for the next member of Now United in Hong Kong will begin with auditions for people aged 18 or above starting from 12 May. The selected finalist will train at XIX's Academy of Pop and appear in Hong Kong-filmed reality series and music videos alongside the 21-member group, which represents 19 countries.

According to a check by MARKETING-INTERACTIVE, Now United boasts 40 million social media followers and features young stars from around the world. 

The partnership between HKJC and XIX holistically integrate racing, equestrian sports, and entertainment experiences. This integration enables the HKJC to expand its fan base, especially among the younger generation, and to reach out to a global and Mainland audience. Ultimately, the aim is to become the premier destination for global horse racing and equestrian sports.

Additionally, Hong Kong audiences can experience Now United's live performances at the Club's racecourses, including during December's Longines Hong Kong International Races.

Winfried Engelbrecht-Bresges, CEO of the HKJC said he was excited to announce the Club's plans to become a globally recognised sports entertainment brand, which will enable the Club to contribute even more to Hong Kong. Holistically integrating entertainment, racing and equestrian sport, at its heart will be a celebration of the strong bonding between horses and humans. This, he said, perfectly matches Hong Kong's aspiration to expand its global connectivity.

"Looking ahead to the Year of the Horse in 2026, it is the perfect moment to use entertainment, lifestyle and social content to foster new connections and promote passion around the horse-heritage, power, elegance and emotion brought to life," he added.

Simon Fuller, the founder of XIX, said, "I am excited to be collaborating with Hong Kong and the Jockey Club to create something aspirational and positive. I believe there is an important opportunity to bring inspiring and joyful entertainment to Hong Kong and Horse Racing. This is an incredible city full of potential with so many stunning iconic locations to share with the world."

Fuller added, "my global pop group Now United being here in Hong Kong is the beginning of many more exciting announcements in the coming months, leading to celebrating the year of the horse."

Over the past 20 years, the HKJC has strived to become a world-class racing brand. The club's racing is broadcast to millions of fans across five continents, with 25% of its income now derived from overseas. Through its Happy Wednesday brand, which showcases sports with entertainment, and major raceday events featuring international and Hong Kong stars, combining lifestyle and entertainment, the club has developed a highly attractive racecourse entertainment experience.

All of this has enabled the Club to significantly increase its support for the community. In 2023/24 alone, the club contributed a record HK$40.1 billion in tax and approved charity donations. It has also made racing a highly attractive visitor experience, with over 143,000 tourists visiting the racecourses so far this season. This encouraging tourist attendance owes a great deal to the support for racing tourism in the recent Policy Address, and to the efforts of the Culture, Sports and Tourism Bureau and the Hong Kong Tourism Board in promoting Hong Kong horse racing globally.

MARKETING-INTERACTIVE has reached out to the HKJC for more information.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

HKJC pumps HK$1.4bn to support youth development
HKJC and CTS ink deal to promote horse racing tourism in HK
HKJC celebrates 140 years with community-centric campaign