Mega SG influencer powerhouses Xiaxue and JianHao Tan join forces

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Singaporean blogger and influencer Wendy Cheng, also known as Xiaxue, has joined local YouTuber Tan Jianhao's media company Titan Digital Media. The media company took to Instagram to announce their latest addition to the team, calling Cheng a "pioneering figure in the blogosphere and social media landscape".

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The collaboration, according to Titan Digital Media, signifies a commitment from both sides to leverage the media company's expansive network and expertise to amplify Xiaxue's presence in the digital sphere.

Tan, who is the founder and CEO of the media company, added that Xiaxue and Titan Digital Media's work can complement each other and that both parties were excited for the partnership.

"Xiaxue is the original content creator of our generation. Many of us have grown up reading her blog, watched her content and followed her life closely," said Tan when MARKETING-INTERACTIVE reached out.

"Titan Digital Media has a great track record of managing some big stars in the social media space. As a talent agency with strong content distribution platforms, a strong sales and branding team, we can elevate our content creators to the next level- that’s the plan with Xiaxue."

Together, Titan Digital Media and Xiaxue aim to explore new horizons, and further solidify her position as a leading voice and visionary in the online community.

The company will also work with Xiaxue on several verticals and manage the brands that work with Xiaxue, added Tan.

In addition, Titan Digital Media will integrate Xiaxue into its content ecosystem.

To kick off their collaboration, Titan Digital Media has released two episodes of their new podcast, hosted by Xiaxue and Tan. More shows will be added down the line too, said Tan.

In the first episode, Tan asked Xiaxue to give an introduction and shed some light on her decision to join the media company.

Tan revealed that Xiaxue had asked to join the company, a suggestion he had "no qualms" about. During the podcast, Xiaxue was also surprised with balloons, cake and custom pink Titan Academy jacket.

"As Xiaxue becomes an integral part of our Titan Digital Media roster, she enters into a representation partnership with us," said the media company in a statement.

"To celebrate the occasion, we couldn't help but also surprise her with a custom-made Titan Academy jacket in her signature pink."

MARKETING-INTERACTIVE has reached out to Xiaxue for more information.

Xiaxue first came onto the scene in 2003. Then, she ran a blog where she writes about her life, fashion and local issues in a provocative style. Her blog earned the influencer sponsorship deals and the opportunity to be a TV show host. Most recently, she was featured in eCommerce platform Shopee's 9.9 campaign.

In the ad, Xiaxue, alongside fellow local influencer Mayiduo, wore orange jackets and danced along to a catchy tune reminding consumers that they can buy "everything" on Shopee and claim cashback.

When MARKETING-INTERACTIVE reached out, Xiaxue said that she felt "very lucky" to have been chosen to be part of the campaign because of what a notable brand Shopee is.

"Their jingles are always played everywhere. Sometimes I find myself humming the old jingles out of nowhere," she said. "To be one of the artists in a Shopee jingle has always been one of my biggest career wishes and I’m very honoured. Besides, I myself am a big Shopee user."

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