Hong Kong boy band MIRROR has partnered with Sony Music to expand its global reach and promote Cantopop by introducing their first English single “Rumours” on all digital streaming platforms.
Done in collaboration with an international team, the new song wascomposed by Ludwig Lindell and Chris Meyer, who produced songs for K-pop groups such as BTS, Girls Generation and Red Velvet. Furthermore, the song has invited Chris Meyer, who partnered with K-pop groups such as EXO, 2PM and TVXQ, to be vocal guide. Ken Lewis, who mixed songs for global singers such as Kanye West and Eminem, was invited to be mixer. Released on 17 March, the song has gained over 600,000 views on YouTube, a check by MARKETING-INTERACTIVE saw.
Having launched its latest Twitter account recently, MIRROR has posted a greeting video on its official account, introducing their new song in English to global audience.
The new song has drawn positive sentiments across social platforms, a check by MARKETING-INTERACTIVE saw on YouTube. Netizens are showing support to the boy band's new song, “Finally they have a song that I can immediately understand the meaning of, I'm a fan of BTS and SB19 and now that I'm here in Hong Kong I had an interest in watching them and listening to their songs. They all look great and have a good vocals too. Looking forward to more of their english songs."
There are also fans who said they are happy to see MIRROR expanding globally, “I've been an international fan for two years now and am so excited to hear their first English language song! I hope this leads their breakthrough to the international markets, and we see them in the UK soon."
In terms of medium of promotion, the global release of MIRROR’s new song comes along with various activations, including a billboard being displayed at New York Times Square with Spotify's support. Furthermore, out-of-home ads on tram shelters in Causeway Bay as well as overseas will also be available. The boy band's recent interviews with international media also help boost its awareness globally.
(Photo courtesy: Twitter account @Keung Show USA Candies 姜濤美國應援團)
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