Samsung and 88rising Give Fans of Asian Music a Cultural Platform with New Experience

R/GA share its latest collaboration for Samsung that puts the power of the creative experience in the hands of fans and honours Asian culture and talent.

For this, R/GA teamed up with 88rising (recently linked w/ Marvel for ‘Shang-Chi’ soundtrack) to develop an experience that gives enthusiastic GenZ fans of rising Asian musicians a creative platform and a community to create a dialogue around their cultural roots. In the making of, 88rising pinpointed three rising female artists including Ylona Garcia, BIBI, and Niki who invited global fans to help them finish three music videos using only the Samsung Galaxy S21 Ultra device. These fans also contributed their own footage via social media to showcase their roots and heritage much like the artists for inclusion in each video.

Global roll out date for the first video is this week, followed by two other releases in October and November.