EMI targets youth via ChynaHouse

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[Singapore] EMI Music has called on ChynaHouse, a Singapore hip-hop music label, to improve its understanding of Asia's evolving youth market. ChynaHouse's brief includes directing focus groups, visiting clubs across Southeast Asia, interviewing DJs and exploring the region's hip-hop culture, said Terry Leong, ChynaHouse's managing director. It will also advise on strategic marketing for album launches and parties. The assignment, ChynaHouse's first as a teen-oriented consultancy, was based on the company's past relationship with EMI; it has developed youth-oriented compilations for EMI, and it represents Asian music acts signed to EMI.
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