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Universal partners with Buick in China

By Andy Malt | Published on Monday 26 September 2022

Universal Music has announced a new partnership with General Motors’ Buick brand to release music inspired by the car maker.

The first song to be released under the deal is ‘Guang Zhi Suo Xiang’ performed by Liu Lingfei, a leading musical theatre actor in China. Oh yes, I probably should have mentioned that this is a deal between the Chinese divisions of the two companies.

That song was actually unveiled last month, to coincide with this year’s Buick Owners Day in China, and an accompanying video was put out earlier this month.

According to the two brands, “the song and its accompanying music video are crafted to depict Buick owners’ lives and deepen their pride of Buick ownership”.

The news now is that there’s more of this sort of thing to come. Do try to contain your excitement, please.

“Buick and Universal Music Group For Brands China are both dedicated to building a stage for outstanding music performance that can resonate with people”, says Aaron Wang, Head Of Brand Partnerships for UMG Greater China.

“The co-creation of the theme song explores the possibility of harnessing music as a powerful medium to connect with targeted audiences”, he adds. “We are THRILLED to help Buick infuse their brand concept through music, and to create culturally relevant and artist-driven content that will resonate with current and future Buick owners in China”.

Oi, I said contain your excitement. Sit the fuck down. Plans for the collaboration include online and offline events, a series of publicity stunts, and a vinyl release of Liu’s song.