Chinese Hip Hop Culture World Tour
AGGREGATE AN AUDIENCE, NOT CONTENT!
3 M o n t h s | 3 2 C i t ies
D ate s T B D
H I P H O P C U LT U R E
Hip hop is a cultural movement developed in New York City in the 1970s primarily by African Americans. Since first
emerging in The Bronx and Harlem, the lifestyle of hip hop culture has today spread around the world.
The four historic “elements” of hip hop are: MCing (rapping), DJing, urban inspired art/tagging (graffiti), and b-
boying (or breakdancing). Source: Wikipedia
IN THE SPIRIT OF ZHENGHE
T H E C H I N E S E H I P H O P C U LT U R E W O R L D T O U R
will share Chinese MCing, DJing, graffiti arts and b-boying with the international Hip Hop community.
At the same time, our Chinese Hip Hop artists will learn from Hip Hop artists from around the world as well as from
the experience of traveling to distant lands.
In a way, this will be a cultural exchange, a Hip Hop cultural exchange...
... that will be experienced, not only by our Chinese Hip Hop artists, but by their fans in China and the rest of the
world through the ever-expanding cornucopia of traditional, new and interactive medias.
The World Tour is a vehicle that is used to create a community of fans IN CHINA, drive them to
branded portals and provide them with branded content.
AGGREGATE AN AUDIENCE, NOT CONTENT!
Male/Female: 16-30 with a collective income of $500 Billion (in the U.S.)
Young, active, fashion-conscious, trendsetters
W O R L D LO C AT I O N S
1. Honolulu, Hawai’i DJ EPIC ONE
I.A. - THE KAMA’AINA CLASSIC
2. Sydney, Australia DJ Perplex
3. Sao Paulo, Brazil Thaide & DJ Hum
4. Lima, Peru FORTALEZA
5. Tokyo, Japan ZEEBRA
6. Seoul, Korea Epik High
7. Bangkok, Thailand DJ Tob
8. Jakarta, Indonesia Kill The DJ
Jogja Hip Hop Foundation
9. Saigon, Vietnam
10. Kuala Lumpur, Malaysia Joe Flizzow
11. Los Angeles, California
12. San Francisco, California
13. Vancouver, Canada
14. New York, New York
15. Montreal, Canada Empire ISIS
16. Toronto, Canada King Reign
17. Paris, France La Caution
18. London, England
19. Vienna, Austria Texta
20. Munich, Germany
21. Amsterdam, Netherlands
22. Rome, Italy
23. Madrid, Spain
24. Stockholm, Sweden Snook
25. Moscow, Russia Big Black Boots
26. Calcutta, India Ishq Bector
27. Johannesburg, South Africa Zuluboy
29. Taipei, Taiwan
WORLD TOUR PROMOTIONAL EVENTS
To LAUNCH & PROMOTE the World Tour, the Chinese Hip Hop Artists and Action Sports
Athletes will perform in 10 provinces:
TOUR EVENT PROGRAM
1. ARRIVAL IN NEW CITY
• Check in to hotel
• Chinese Artists meet Local Artists
• Explore city and local Hip Hop scene
2. EVENT DAY
• Promotions in front of and/or in the venue
• Bboy dance battles and Graffiti painting
• Urban Sports performances (i.e. skating, BMX...)
• Local DJ warms up the venue with onstage dancers
• Local Rappers & Artists perform
• Chinese Rappers & Artists perform
3. DEPARTURE FROM CITY
• Check out of hotel
• Travel to next city
HIP HOP ARTISTS
• MC Sbazzo & MC Webber
• Local Opening Act
• DJ Wordy
• Local Opening DJ
• Free Space Crew
• Dragon Dance Crew
• Local Dancers
4. Graffiti Artists
• KwanYin crew
• Local Graffiti Artists
» Beijing born and Toronto raised, Sbazzo , is the award
winning, critically acclaimed, leader of the group of MCs
known as, Bad Blood. In 2002, as part of the pioneering
rap group Yin T’sang, he released his first full length
album For The People . For The People was received with
open arms by hip hop heads across the nation and led
to appearances at The 2003 Pepsi Music Awards, where
they were nominated for Best New Rock-Rap Group and
the China National Radio Music Awards, where they won
Best New Group of 2003. In addition to full length articles
by the LA Times, the China Daily and Music Magazine
(China) the group also made special appearances on
CCTV-1, PBS, CTV and Stir TV (cable).
Stemming from his earlier success with Yin T’sang, Sbazzo
has performed across China, Canada and the United
States. His music has been featured in commercials for
Nike, Adidas, Reebok, LiNing, White Rabbit, TaiShan
Beverage Company, the Chinese Basketball Association.
He has collaborated and performed alongside Cui Jian ,
Dragon Tongue Squad , Han Hong, Chris Li - winner of the
China Super Girl competition, Onyx, DJ Kid Koala, The
Jungle Brothers and Ugly Duckling. Sbazzo is currently
in production on a number of projects including a new
mixtape, the FAR DVD - showcasing his and Beijing’s top
hip-hop artists - and a full length album.
» A native of Beijing, MC Webber, is one of the founders of the pioneering rap group Yin T’sang, They
released their first full length album For The People in 2002. For The People was received with open arms
by hip hop heads across the nation and led to appearances at The 2003 Pepsi Music Awards, where they
were nominated for Best New Rock-Rap Group, and the China National Radio Music Awards, where they
won Best New Group of 2003. In addition to full length articles by the LA Times, the China Daily and Music
Magazine (China) the group also made special appearances on CCTV-1, PBS, CTV and Stir TV (cable).
His music has been featured in commercials for Nike, Casio, Philips, as well as numerous mobile phone
and watch brands.
» A native of Beijing, DJ Wordy played guitar before
becoming a turntableist. One day, he found a pirated
VCD of the 2000 World DMC Championships and was
mesmerized. He decided to sell his guitar, equipment to
raise money for DJ equipment. With a simple setup of one
turntable, one mixer and one record, he practiced every
day for over six months. From there he started performing
in clubs and continued practicing.
DJ Wordy first competed in the 2004 Chinese DMC
Championship, where he finished third. He won the
Chinese DMC Championships in 2005, 2006 & 2007,
each time representing China at the World DMC
Since 2003, DJ Wordy does shows all over the world He has
been to HongKong, London, Paris, Jamaica, Cologne,
DJ Wordy has been performed and shared the stage with
: Q-bert, Craze, D-style, ShortKut, Roc Raida, kid Koala, dj
food, netik, Scratch Perverts, Hospital Records Artist, Buju
Banton, Richi Spice, Beenie Man , Talib Kweli... Achieving
so much in such a small amount of time, DJ Wordy has
proven himself to be the hope of Chinese turntableism
and a role model for upcoming Chinese DJ talent.
(Average Age 23)
The Free Space Crew is from Beijing.
The Dragon Dance Crew is
(Average Age 23)
» KwanYin Crew is a Graffiti Art Collective headed by Eric Tin from Beijing.
A C T I O N S P O R T S AT H L ET E S
SHEHUI SK8 Team
VANS Signature, Pro, Amateur, Legends and Vert Riders
A C T I O N S P O R T S AT H L ET E S
QUIKSILVER Pro & Amateur Riders
• Artist Selection Process/Introduction Videos
• Artist Preparation Process Videos
• Artist Blogs/Video Blogs
• Daily Artist Blogs/Video Blogs
• Artist Live Video Chats
• Daily Video Roundup
• Weekly Video Roundup (packaged for broadcast television)
• Live Streaming of Concerts with chat room
• Archive of Videos Past Concerts
• Live Concert Recordings
• World Tour Documentary Trailer
• Post-Production Behind-The-Scenes (How-To) Videos
• Artist and Filmmaker Video Blogs from Film Festivals
• Entire Documentary Film Available for Streaming or Download
• Critical Mass Film Screenings
EXAMPLES OF WORLD TOUR WEBSITES
Branded World Tour, TV Show and Film websites will be established to:
• Introduce the Artists • Provide Tour Schedule • Create an Online Community• Provide News in Photos, Text and Video
• Video Content • Sell World Tour Merchandise and Performance Tickets • Viral Possibilities • DATABASE OF FANS
LIVE VIDEO STREAMING OF CONCERTS
Whenever possible, every performance will be streamed live on the internet and will be made available for online
viewing afterwards across all platforms.
The live concert videos can be embedded into any website and can even be seen on web-enabled mobile
devices. Live chat is also possible.
Daily written and video reports from the touring artists will keep fans of the artists and the tour up-to-date
about the adventures of traveling and performing in some of the world’s most interesting places.
Whenever possible, every performance will be
streamed live on the internet and will be made
available for online viewing afterwards across all
The videoblog will be seen on the World Tour
website, on video sharing websites and will also
be viewable on mobile devices.
World Tour, TV Show and Film pages will be created on social networking websites to foster communities of
World Tour fans and create “buzz” that is spread between peers connected to each other through these
Participating artists will be encouraged to promote the World Tour, TV Show and Film on their own blogs,
social networking pages or set up a blog or social networking page, if they have not already done so.
All World Tour related content will be “sharing
enabled,” meaning that with one “click,” a user
can share interesting information, photos or video
with his or her entire social network, no matter
which social networking website they belong to.
MEDIA & DISTRIBUTION PARTNER
Universal Music Greater China will sign and promote one of our MCs. They will also distribute
our music and videos, CDs and DVDs.
Our partnership with Universal Music Group, the world’s largest music company, will insure that
the World Tour content will be featured prominently and cross-promoted across the entire
spectrum of mass media.
Partnerships with MySpace.cn and Youku.com will insure that the World Tour content will be
featured prominently. Over 13 million of the daily unique visitors of these two websites alone
will be exposed to the World Tour and its content.
TV SHOW PARTNER
A weekly TV show will be produced about the adventures of the World Tour. It will be viewable
on the official website, on video sharing websites, on a World Tour internet TV Channel(s) and
broadcast in China on THE TRAVEL CHANNEL (China) as well as abroad.
10 Full-Color, Full-Page ads in 1626 plus editorial in special interest magazines.
A documentary film about the World Tour will be produced featuring performances and focusing on the
adventures of the touring artists, their interaction with the people they meet and the places they visit.
The film will be given away for free online.
Celebrities in China and around the world will attend the Chinese Hip Hop Culture World Tour events as
part of the audience. They will never get on stage or perform with the Hip Hop artists. The Celebrities
presence will endorse and promote the World Tour. The Celebrities will be interviewed by the mainstream
press about their thoughts about the Chinese Hip Hop artists.
The documentary will be first screened on the CRITICAL MASS SCREENINGS
international film festival circuit, then distributed on
TV and DVD internationally.
• Sundance Film Festival
• Toronto Reel Asian International Film Festival
• San Francisco International Asian American Film Festival
• Slamdance Film Festivbal
• San Diego Asian Film Festival
• Los Angeles Asian Pacific Film & Video Festival
• Hawai’i International Film Festival
• Newport Beach International Film Festival
• Göteborg International Film Festival
• Rotterdam International Film Festival
• Berlin International Film Festival
• Tribeca Film Festival
• San Francisco International Asian American Film Festival
In China, leveraging the fan-base developed
• VC Filmfest using social networks, fans of the World Tour
• New York Asian Film Festival can help decide if the film will be screened in
• Venice Film Festival their city and for how long.
• SXSW Film Festival
• San Sebastian International Film Festival
Fans will be asked to “request” the film. If
(partial list) enough “requests” are received, the World
Tour Film will be screened in their city.
CHINA CONCERT TOUR (optional but logical continuation of World Tour)
CRITICAL MASS CONCERTS
As with the World Tour Film, leveraging the fan-
base developed using social networks, fans of
the World Tour can help decide if the Chinese
Hip Hop artists will perform in their city.
Fans will be asked to “request” the concert. If
enough “requests” are received, the concert
will come to their city.
Press releases will be prepared for Chinese
press giving updates about the World Tour.
Before the World Tour arrives to perform,
press releases and interviews with World
Tour Artists will be provided to local media.
International online and print media will be
leveraged to create worldwide buzz about
the World Tour.
A B O U T A D VA LO R E M I N T E R N AT I O N A L
Ad Valorem International, is primarily an award-winning film and High Definition video production company.
We produce music videos, documentaries, TV shows, short films and action sports films and videos.
We’ve organized Europe-wide tours for some of our film projects as well as the parties to promote them.
On September 22nd, 2007 we created our first event in China, “One World. One Music.” These events are not
only fun and filled with beautiful people, they celebrate future music culture and share the best music that
the world outside of China has to offer.
R E C E N T R E L AT E D P R O J E C T S
For the 2008 Beijing Olympics, we helped
make sure that every morning at 09:00,
all of the U.S. woke up to fresh videos
analyzing what they’d missed and what
they could expect to see during the day.
WORKFLOW: Shoot interviews and B-Roll using HD cameras -> Transfer video data onto hard drives to be edited with laptop
computers. -> Compress videos for internet streaming using same laptop. -> Upload videos to Yahoo! server.
TURNAROUND: 3 to 6 hours per 1 to 3-minute video
TO BE NOTED: Yahoo! Sports beat NBC in terms of online viewership, at least for the first three days of the Olympic Games. Its
Olympics site generated over 8 million unique users, 1.3 million more than NBC’s site received.
Coverage in all 31 provinces throughout China
and an audience of more than 300 million viewers
Daily Video View (Peak) 107,149,596
Daily Unique Browsers 12,678,592
PARTNERS Daily Web Page Views (Peak) 139,137,012
Weekly Video View 641,850,851
Weekly Unique Browsers 53,882,010
Weekly Web Page Views 824,639,429
Estimated 500,000 Unique Vistors per Day
Registered Users 10,000,000+
Registered Users 95,000,000+
Active Registered Users 34,000,000
Daily Unique Browsers 1,100,000
Daily Web Page Views (Peak) 300,000,000+
Daily Video View (Peak) 100,000,000+
Daily Unique Browsers 10,000,000+
Daily Web Page Views (Peak) 120,000,000+
Weekly Unique Browsers 60,000,000+
PROMOTIONAL ADVERTISING CAMPAIGN
PRODUCT PLACEMENT Placement of products within content
TV ADS 200 30-second TV spots in TRAVEL CHANNEL
DVD FREE to download | DVD distribution still to be determined
ADS 10 full-page, full-color ads plus editorial in special interest magazines
PROMOTIONAL ITEMS 30,000 Posters | 30,000,000 Flyer/postcards (2500 venues in 20 cities)
DIRECT MAIL Approx. 10,000 addresses
DATABASE Adresse & data collection through website registrations, games and postcards
INTERNET Websites, emails, virals, social networking, games and chances to win prizes
PRESS TV, radio, print, daily press and internet contacts: estimated 374,831,507 contacts
VENUE In front of the VENUE, in the VENUE, direct contacts!
VENUE LOBBY Space for booths, promotions, banners, decorations, product information
PRIZES Prizes for games and lotteries
E S T I M AT E D VA L U E
1. Event Logo (partner logo in combination with World Tour logo) See point 8
2. Product Placement in CONTENT RMB 3.500000
3. 200 30-second TV spots on TRAVEL CHANNEL RMB 30.000000
4. Ads plus editorial in special interest magazines (1626: 135000 copies/mo.) RMB 1.120000
5. 30.000000 Postcards (distributed to 2500 venues in 20 cities) RMB 60.000000
6. 30-second commercial during Live Concert Streaming (40 shows/40 spots) RMB 100000
7. Promotional Items (30.000 posters) RMB 200000
8. Press Contacts (estimated 375.000000 @ RMB 0,10) RMB 3.750.000
9. Internet RMB 150000
10. Activities in venues: banners, booths, SWAG, gifts & prizes See point 12
11. 10000 Direct Mails (Addresses @ RMB 10) RMB 100000
12. China Event Visitors (1000 visitors per 10 shows = 10000 visitors x RMB 30 per visitor) RMB 300000
13. Ads in DVDs distribution through internet and classical channels (up to 1-minute) RMB 100000
Total Media and Press Budget Estimated Value: RMB 99.320.000
CHINESE HIP HOP CULTURE WORLD TOUR
Price Logo & Brand Insertion Promo Material Venue Presence
EXCLUSIVE BRANDING OF ALL VIDEO CONTENT*
EXCLUSIVE LICENSING OF ALL AUDIO CONTENT
Title Sponsor Branding of all Portals
- ALL Branding of 3rd Party Portals (extent TBD)
1 availability Logo in Visual Effects
15.0000.000 TITLE SPONSOR Decoration Elements
RMB Chinese Hip Hop Culture Special Booth
EXCLUSIVITY World Tour Hostesses
Gifts (promo T-shirt)
Fan Database Access
*Excludes non-internet documentary film.
Presenting Logo in SELECTED TYPES OF VIDEO Content
Sponsor Chinese Hip Hop Culture ALL NON-EXCLUSIVE LICENSING OF AUDIO CONTENT
- 7.500.000 World Tour Branding of all Portals
2 availability RMB In partnership with Branding of 3rd Party Portals (extent TBD)
PRESENTING SPONSOR Logo in Visual effects
& Decoration elements
XxXxX Special Booth
Co-Sponsor 3.000.000 Special Thanks to: Banner
- RMB CO-SPONSOR ALL Branding (banners) in all Portals
6 Maximum &
Sponsor 1.500.000 Distribution of samples in gift bags during the
- RMB - - event.
For further information about the CHINESE HIP HOP CULTURE WORLD TOUR,
Victor Chuan Muh
China +86/159.1105 6886
U.S. +1/928.223 3406