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Samsung Galaxy S20 Breathes New Life into Hong Kong Local Music Scene

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DDB Group Hong Kong brought local artists together from different genres to revive the scene in people's minds

Samsung Galaxy S20 Breathes New Life into Hong Kong Local Music Scene

It is common knowledge in Hong Kong that local music has suffered in popularity in recent years, but DDB Group Hong Kong and Samsung, together with local artists from very different genres, hope to somewhat revive it in people's’ minds, with an unprecedented collaborative ‘live jam’. 

This initiative puts the Samsung Galaxy S20 Series’ ‘Makes 5G Matter’ campaign’s money where its mouth is, by offering a totally new entertainment experience and igniting new relevance for local music.

Project S20+5 features a cultural collaboration, in the form of iconic local music artists, Cantonese opera artist, Christie To Wing-sum, and Cantopop band, Dear Jane, performing a unique version of the band’s recent single, made possible by the technological collaboration of the S20 and 5G.

The artists, in their own unique styles, in different locations, in this first such 5G live co-stage jamming session, deliver a stunning, seamless performance thanks to network speed, camera quality and sheer processing power in real-time, in a true demonstration of the breakthrough ability of this 5G flagship phone. Furthermore, the high-quality footage is shot entirely by 15 of the Galaxy S20 placed around both studios. 

Heidi Yao, head of marketing at Samsung (IT & Mobile Communication Business), commented: “With 5G and the groundbreaking technology of our latest product, creative breakthroughs like this project will become the norm. We are delighted to be able to offer these opportunities to people and hope that proving capabilities with this campaign can inspire them to make whatever they are passionate about matter.”

Marco Lam, executive creative director at DDB Group Hong Kong, added: “As a big fan of local canton music as well as technology, I have longed for an opportunity like this to break boundaries of music performance. It is essentially a new art form, realised by the coming together of cultural genres in sound and image, as well as technology. It’s been a great experience working with Samsung and all the outstanding music artists to create something genuinely unique and special.”

The video launched this week and can be seen on the Samsung site. It is also being promoted across various social media channels. 

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DDB Group Hong Kong

Chief Business Officer: Leo Tsui

Executive Creative Director: Marco Lam

Creative Director: Kit Yu

Digital Lead: Felix Fong

Senior Copywriter: Kelvin Wong

Senior Art Director: Jennifer Cheung

Photographer: Anthony Fan

Account Manager: Mandy Chan

Account Executive: Hayden Leung


Head of Marketing: Heidi Yao

Senior Marketing Manager: Tom Wong

Senior Marketing Manager: Holly Lau

Senior Marketing Manager: Carol Sung

Genres: Music performance, People

Categories: Consumer Electronics, Mobile Devices

DDB Asia, Tue, 16 Jun 2020 09:43:32 GMT