New Pants, Gai and Henry Lau Team with the Chainsmokers

Winners of the first season of The Big Band, indie rock band New Pants, have joined former Rap of China winner (and new season judge) GAI plus Chinese-Canadian singer-songwriter Henry Lau in making a trio of songs interpreting music from pop electronic duo The Chainsmokers.

It’s part of a pretty extensive advertising campaign that Danish beer brand Tuborg is undertaking, which also includes each of the four artists’ images printed on Tuborg cans, as well as a mini online festival in collaboration with ecommerce site Tmall.

Drinks brands have increasingly sought to link up with bands, singers and producers in China, especially following the success of TV music contests. Earlier this year, Budweiser teamed with another ecommerce site, JD.com, as well as Beijing-based music label Taihe Music Group, to launch an online clubbing livestream event, while other drinks brands such as Absolut and Jaegermeister have become more and more visible at music events around the country.

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