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