TOY.jpg.jpeg

ALLYSON TOY

Allyson Toy is a music, culture and media professional with over 12 years of US and Asia-based experience. Toy specializes in telling stories that transcend language and culture for talent and brands for global audiences both East and West.

ORIGINAL CONTENT CREATION

BRAND PARTNERSHIPS

PRESS & PROMOTION

EVENT PRODUCTION & PROGRAMMING

MUSIC TOURING

A&R

CHINA LOCALIZATION SERVICES

 
Sophia.png

PRESS | writing + speaking

Toy has been tapped by media and events worldwide for contributions as a writer, interviewee, speaker or presenter, sharing her inside perspective on international business, culture, music, technology, women’s issues and more.

PANELS

Scratch DJ Academy | Women in Music

A3C Festival | Hip Hop Music Promotion

DOE Shanghai | Streetwear & Culture

Pigeons & Planes

CGTN Global Business | Music & Money

Hypebae

#legend

Forbes

The FADER

DAZED

Hypebeast

WRITING

Banana Magazine

City Weekend

LEVEL

Hotel Radio Paris

Shanghai Community Radio

Musonomics | China Music Distro

CmlaZk_vQqGZarxiubt8LRTQ3RcRBn8A6JtvppHx9OISHGrEzuW0OeB7UW8a5PkLj8ADuuW_g-QNyqQXP650zDPNwgA_nKmbbB4y5HYg4-TpKkwqmGteNR8Kk_0qSJpaRsiamWK8.jpg
 

ORIGINAL CONTENT CREATION

 

Leaning on a strong editorial background and the resourcefulness of an independent artist manager,  Toy has played vital roles in concepting and producing compelling original content for brands, artists, events, editorial, social and more.

 

BRANDED CONTENT HIGHLIGHTS

BEATS BY DRE x BOHAN PHOENIX “JALA”

90sec bilingual fully animated short artist profile

BEATS BY DRE | BACK TO CHENGDU 

bilingual mini-doc profiling artist’s return to China

RED BULL “3-2-1” SERIES

short Q&A series for social ft. Khalid

Solange.jpg

EVENT PROGRAMMING & PRODUCTION

Pairing a strong booking background (CAA, WME) with event production experience (The FADER, Red Bull, freelance) and connections both East and West, Toy takes a thoughtful approach to production and programming to create cutting edge cultural events with lasting impact.

 
BohanSkullcandy.001.jpeg
 

BRAND PARTNERSHIPS

 

Drawing from a large East-West network of brand and talent relationships, Toy has forged numerous meaningful, multi-faceted partnerships that scale by putting authentic brand and artist storytelling at the forefront.

 
TAOBAO x BOHAN PHOENIX SINGLES DAY PROMO

TAOBAO (ALIBABA) x Bohan Phoenix 双十一 “Singles Day” PROMO

Bohan Phoenix was commissioned by Alibaba to create an original track celebrating China’s (much higher grossing) equivalent of Black Friday, “Singles Day” on Taobao, the nation’s preeminent e-commerce platform, owned by Alibaba. The specially commissioned track’s lyrics included Taobao key messaging and was synched to an in-app AR filter, featuring Bohan’s image.

SOLANGE X PUMA FOOTWEAR COLLECTIONS

At The FADER, PUMA’s former music agency of record, Toy served as the liaison between PUMA and Solange to create 3 limited edition collaborative footwear collections, each with bespoke themes and lookbooks, launch events, and press.

BP_PumaSolange_1.jpg
WechatIMG13.jpeg

SKULLCANDY x BOHAN PHOENIX HEADPHONE

Bohan Phoenix’s limited edition Skullcandy headphone collaboration was created for sale and promotional use in China. The headphone was accompanied by a Shanghai launch event, Skullcandy branded podcast recording or the brand’s global channels and China PR push.

BP_FADERGPen.jpg

THE FADER x G-PEN #FADER100 COLLABORATION

In celebration of The FADER magazine’s hundredth issue, a limited edition small run of FADER-branded G-Pens were created for promotion and sale via both brands’ websites.

 
 
BP_WHotel.jpg

W HOTEL x MIXCLOUD x BOHAN PHOENIX

Bohan Phoenix recorded a 2-song collaboration with Benji B on a W Hotel property. The partnership featured a short “making of” video piece, two single releases and PR plan for the tracks, and performance at W Hotel Shanghai.

BP_Winnie.jpg

SPRITE TVC SYNCHRONIZATION

Music synchronization and licensing for Sprite commercials featuring model Winnie Harlow and chef personality Eddie Huang.

HK.jpg

MUSIC TOURING + TALENT BOOKING

Toy has acted as an agent for clients both in the US and Asia, building upon years of experience and contacts working in touring at CAA and WME and talent buying at The FADER and Red Bull.

BOHAN PHOENIX

TOURS

“JALA” ASIA TOUR

16 cities

July - October 2017

China, Hong Kong, Japan, Singapore, Philippines

“OVERSEAS” CHINA TOUR

9 cities

March 2019

China

FESTIVALS

Hong Kong

NYC, Toronto, Xi’an, Wuhan

Shanghai

Shanghai

Chengdu

Beijing

Wuhan

Sanya

Clockenflap

Modern Sky

Strawberry

Concrete + Grass

AYO!

WR/OC

Jiangsu Fest

D-Day Festival

BRANDS

CLOT

Fendi

Foot Locker

INXX

Roaring Wild

SOFITEL

Taobao

WeWork

Adidas

Drink Magazine

FILA

Huawei

Kitsuné

Skullcandy

SONOS

W Hotel

USA BOOKING EXPERIENCE

THE FADER / RED BULL

Booking Highlights

OVO Showcase (Drake, Majid Jordan, Dvsn)

Gucci Mane + Zaytoven

Anderson .Paak

Event Talent Buying Highlights

Red Bull Music Academy NYC (2017)

The FADER FORT at SXSW + CMJ (2014-16)

vitaminwater #uncapped series (2015)

 

CAA (assisting Cara Lewis)

Tour + Festival Highlights

Chance The Rapper Social Experiment Tour (2013)

Kanye West x Governors Ball (2014)

Client Highlights

Erykah Badu

PARTYNEXTDOOR

Travis Scott

WME (assisting sam kirby)

Tour + Festival Highlights

Björk Biolphilia Tour (2012-13)

Swedish House Mafia One Last Tour (2012-13)

Client Highlights

FKA Twigs

LCD Soundsystem

M.I.A.

Anik3.jpg

A&R

Pairing an international music industry network with 13+ years as a DJ and music curator, Toy is uniquely well suited to identify and develop rising music talent early, teeing them up for collaborations that foster growth at home and abroad.

 

HIGHER BROTHERS x 88RISING SIGNING

Discovered and signed China’s biggest overseas rap supergroup to 88rising in 2016, prior to any western exposure or press. A&R’ed debut album Black Cab, including breakthrough hit “Made In China” (prod. Richie Souf) and Isabellae.

 
 
bohan-1.jpg

BOHAN PHOENIX x MAKJ - “ALL THAT” ft. VAVA

Arranged sessions between rising Chinese-American rapper and veteran LA producer seeking traction in China. Secured a feature and music video participation from China’s #1 female rapper Vava, sans fee.

Single and music video set for release August 2019 via Empire.

 

Anik Khan - “Oh My” ft. Burna Boy (prod. Sango)

Paired rising independent South Asian artist seeking a global sound with notable baile-influenced producer Sango and Nigerian afrobeat star Burna Boy for feature

 

Bohan Phoenix x Howie Lee - FOREIGN EP

Facilitated collaboration between young NYC-based rapper Bohan phoenix and China’s most notable underground music producer and Do Hits labelhead Howie Lee at the height of his fame in 2015. The collaboration lead to a 6-city tour with Howie and VICE, jumpstarting Bohan’s China career credibly.

dazed1.jpg

CHINA MUSIC SERVICES

A solid localization strategy is as crucial as it is challenging for international artists entering China. Toy has navigated numerous clients through China’s unique cultural nuances, social media platforms, DSPs, touring, media landscape, e-commerce and censorship laws, unlike any other in the world.

 

PLATFORMS

Netease 网易

QQ Music

Xiami 虾米

Weibo 微博

WeChat 微信

CLIENTS

Bohan Phoenix

Flosstradamus

Lauv

mtheory

REZZ

SERVICES

social media management

press/public relations

show/tour promotion

tour management

DSP distribution deal management

DSP native social timeline management

DSP marketing and promotion

DSP playlisting

dazed_press.jpg

PRESS + PROMOTION

Leveraging an extensive network of contacts and a strong culture media background (The FADER, 88rising, RADII China),  Toy helps artists and brands tell stories that cross cultural boundaries and regions at scale.

PRESS HIGHLIGHTS

USA

Billboard

DAZED

Beats1 with Ebro Darden

88rising

Boiler Room

Pigeons & Planes

VICE

The FADER

Highsnobiety

Noisey

CHINA

MixMag China

VICE

KFM Radio

Neocha

Billboard China

i-D China

HitFM

嘻哈 The Park FM

Woooozy

Smart Shanghai

ASIA

Block.fm (Japan)

MAEKAN (Hong Kong)

#legend (Hong Kong)

JUICE (Singapore)

Time Out Hong Kong

MTV Asia (Singapore / Kuala Lumpur)

South China Morning Post (Hong Kong)

Tokyo Vitamin (Japan)

Bandwagon (Singapore, Manila)

RTHK Radio (Hong Kong)

 

CLIENTS

CHINA

REZZ (2018)

Lauv (2018)

Flosstradamus (2018)

WORLDWIDE

Bohan Phoenix (2015 - present)

Suboi (2017)

Naomi Watanabe (2016)

mura masa (2016)

XIAN5.jpeg

DJing + music curation

Toy has been honing her curatorial ear through a lifelong love of music, 15 years of classical training and 13 years as a DJ, lending countless worldwide brands, artists and media her music programming services.

BRANDS

Alexander McQueen

Bodega

INNERSECT 

Nike

Samsung

TOPSHOP

W Hotel

Adidas

Alibaba

Huawei

Kitsuné

Nobu

The Standard

Victoria’s Secret

OPENING SETS

A$AP Ant

Higher Brothers (CN)

J-FEVER 小老虎 (CN)

Keith Ape (KR)

Low End Theory

OnJuicy (JP)

Vic Mensa

艾福杰尼 (CN)

Buddy

Howie Lee (CN)

Joey Bada$$

Lil Akin 阿克江 (CN)

Mykki Blanco

Tierra Whack

COUNTRIES

China, HK, Taiwan

France

Japan

Philippines

Singapore

Thailand

USA & Canada

TOY.jpg.jpg

CONTACT

allyson@tigermom.biz

Instagram - Twitter - LinkedIn - Mixcloud - Soundcloud