Genie Music announced on August 23rd that they would collaborate with Shinsegae Department Store. They will launch the project, ‘RE: PLAY,’ for indie musicians.
In fact, ‘RE: PLAY’ is Genie Music’s discovery project. It sheds light on indie artists who have less chance of performing due to the coronavirus. Both companies will release the performances on their online platforms on August 27th. Singer-songwriter Nody Cika appears in the first video.
This is a part of collaborative marketing to expand the customer experience of Genie Music and Shinsegae Department Store. Earlier, in June, they reportedly formed a strategic alliance. The two companies changed the Shinsegae Department Store Gyeonggi branch and Daegu Shinsegae Culture Hall to ‘Genie Music Hall’ to expand offline contact points and contents.
As an extension of this project, Genie Music and Shinsegae Department Store plan to jointly produce a video. This will provide relaxation and enjoyment to customers who are tired of the pandemic. Also, they aim to provide musicians with a new performance opportunity.
The two companies will continue to discover artists who pursue a unique music world through ‘RE: PLAY.’
Furthermore, they plan to use the Genie Music Hall to produce various cultural content and expand the customer experience.
Genie’s Strategic Marketing Director Sangheon Lee said, “This partnership will create a synergy that expands the customer experience through convergence marketing. So, it will highlight the strengths of each company.”
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