Gushcloud has signed with key cast members of Netflix's Originals series, Bling Empire, to represent them for key brand deals in the Asia Pacific territory. In a statement to MARKETING-INTERACTIVE, Gushcloud's CEO Althea Lim, the stars will be endorsing brands spanning across luxury, beauty, fashion and lifestyle sectors. However, they are unable to divulge the specific brand names. These members that Gushcloud has signed with include Singapore’s Kane Lim, as well as Chinese American Cherie Chan. Concurrently, the agency will also be assisting in managing and building up these cast members’ social media platforms in China, starting with Lim first. This is in line with Gushcloud's recent expansion into China, after partnering with four Chinese social media platforms - Bilibili, Weibo, Xiaohongshu and Douyin.
According to Gushcloud's Lim, the agency will be looking at signing two more cast members, but it will be mostly focusing on Lim (pictured) and Chan right now to build up their presences across APAC. This includes countries such as Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam, Korea, Japan, and Greater China.
"In the next couple of months, Lim and Chan will be launching their YouTube and social media channels in China. We will be assisting them with PR spreads and collaborating with them to build their brands and distribution out as well. Beyond that, it is to really to allow Southeast Asian brands that want to reach out to a way wider audience to be able to access them more effectively," she said.
The deal comes as Bling Empire, which was launched on Netflix in January 2021, gained traction on the streaming platform. The eight-episode series dives into lives of some of Los Angeles' wealthy Asian and Asian American fun seekers as they go all out with fabulous parties, glamour and drama. Following its success, Netflix has also recently renewed the series for a second season.
Kane Lim, social media influencer, real estate developer, cast of Bling Empire, said: “We have received much love from our audiences in Asia Pacific. By working together with Gushcloud, we hope to be able to engage effectively with our fans and to work with key brands based out here in the region." Apart from working with brands in Asia Pacific, Lim also just recently launched his hip vi-masks online in keeping with his Bling Empire fashion style, and Gushcloud will be assisting him in the distribution of the product in this part of the world.
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Jared Kong, general manager of Gushcloud International, USA, said the agency is excited to be working alongside the cast and helping them pave the way into the East. "As an agency, our goals are set in enhancing the vibrancy and diversity of the global influencer scene. We think this move is a great opportunity for more cross-border brand collaborations and for the cast to engage with their fan base in Asia,” he added.
Having always been an advocate for bridging the East and West, hiphop mogul Russell Simmons, who sits as the president of Gushcloud, added that entertainment should be the platform to bridge cultures together. He believes that with Gushcloud being headquartered in Singapore, a multi-lingual and trusted hub, the agency is in the perfect position to tackle this. And it starts with creating true sustainability in digital talent careers for a diverse range of talents to spread positive influence.
Last month, Gushcloud bagged a six-figure investment from former Singtel and Facebook senior executives, Loo Cheng Chuan and Ken Cheung, both of whom have joined Gushcloud's advisory board. Loo is currently the co-founder of luxury eCommerce company, Premiummall, and angel investor/ advisor to several successful startups, including recently acquired 2359 Media. Before becoming an entrepreneur, Loo was the CEO of Singtel Digital Media, and had a track record for building up and heading up innovative digital units for the company, including insing.com, hungrygowhere.com and more. Meanwhile Cheung is an entrepreneurial media and technology executive and investor on Gushcloud’s advisory board who previously co-founded QQ Music in China and held key founding regional leadership positions at Tencent, Warner Music Group, BBC, Facebook and Instagram. He is currently the CEO of MCC International, an edutainment powerhouse.
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