Beyonce

In 2007, CHIVAS MUSIC aimed to elevate its brand presence and create a memorable experience for its audience in Shanghai by associating with a high-profile international artist. The objective was to leverage the popularity and influence of a global music icon to enhance brand visibility and connect with a wider, more diverse audience.

MGI Entertainment facilitated the collaboration between CHIVAS MUSIC and Beyoncé, one of the world’s most renowned pop stars. The strategy involved organizing a high-profile concert in Shanghai featuring Beyoncé as the main performer. MGI handled all aspects of the partnership, from negotiations and contractual arrangements to event planning and execution. This included coordinating promotional activities, managing logistics, and ensuring a seamless integration of the CHIVAS brand into the concert experience.

The collaboration resulted in a highly successful concert that attracted significant media attention and a large audience, both in attendance and through media coverage. CHIVAS MUSIC experienced a substantial boost in brand recognition and consumer engagement. The event’s success underscored CHIVAS MUSIC’s commitment to providing premium entertainment experiences, thereby reinforcing its brand image and market position in China. The concerts were sold out with 30,000 pax.