So You Wanna Be in a Rock n Roll Brand? Beijing Version
I’m really amazed at the changes in the scene lately… The corporate world has really been far away from the underground rock scene in Beijing for as long as I’ve been looking at it with some exceptions. But lately, all the glass walls are being shattered with an whole lotta young bands making their mark or making appearances for some major international brands in private events.
You all know Ray Ban, right? how many of you know Out of Control (OOC)? that’s what i thought. They are a band i’ve been following for quite sometime now, quite tight and with an upcoming record to be released at the end of the month. These kids have been working hard for years to develop a stage presence, a style or their own and it working. Guess who played the Ray Ban 75th year anniversary bash? Yep, OOC.
How about Armani? now that’s some big gun glamour label, ain’t it? You’d thing that Faye Wong or some other celebrity! guess again! Da Bang, formely Bigger Bang, were pegged to perform at the latest Armani event… There is no denying Pupi’s fashionista side but this is quite a big ass thing folks. The other bands on the bill, New Pants and re-TROS were also not something i’d associate with Armani but hell, times-a-changing. ( or Modern Sky getting better connections)
I could also mention DH doing adds for R Factory but that’s a good match and both are under the radar brands really but Armani and Ray Ban are big folks.. Now this is either a sign that they’re willing to take a chance on youngsters or….??