The people at FRUKT always stay one step ahead of everyone else when it comes to trends.
And trendsetters.
Above, they write about some of the new campaigns that have caught their eyes and ears.
What caught our eyes and ears is the collaboration between luxury items and music.
We were especially intrigued with what Cartier is doing with French duo AIR.
http://www.youtube.com/watch?v=nEK1C5ERG-s
http://www.youtube.com/watch?v=EUBhF4jfe1A
Watching this collaboration, it made me think of Hong Kong and the Asian music scene as a whole.
Just how fragmented it is- and yet, with a herd mentality.
Sorry, but no one is doing anything new and I truly doubt those in charge of “marketing” know what the fuck they’re doing either.
So they follow.
For example, who is someone that can be described as being “The Christopher Bailey of Asia”?
Or Hong Kong?
http://www.youtube.com/watch?v=LvAcgONqDCM
http://www.youtube.com/watch?v=5WtYSuUshQo
“Marketing” in many instances involves “mob rules” and “creativity by committee”.
They are not leaders.
Never ever will be.
They are copyists.
Creativity is not in their DNA.
Then there are also the precious local bands and musicians.
Take some useful baby steps, people.
Look, learn, assimilate.
There is so much around in where you live.
But you always need to look outside.
You are always, for example, looking outside of Hong Kong.
How many outside of Hong Kong- or Singapore or Malaysia- will want to hear you?
Serious question.
How different are you?
Did you try to be part of Burberry’s Opening in Hong Kong?
Why not?
http://www.youtube.com/watch?v=R5NGg96fLac
Still, you want to be heard and want to be seen as a vital part of the Hong Kong “indie” scene.
What does this mean- musically?
And, can this “indie” spirit truly connect and work in what can become a very insular DIY world?
Where are the collaborations?
Collaborations always prove that two heads are better than a pint.
Who’s managing you and your band?
Are they doing it as a favour?
Or do they really believe you?
Who’s guiding and mentoring you?
No one knows it all.
Who’s hooking you up with the right brands?
How large is your roller deck?
Sure, play music for the fun of it.
For the love and passion of making music.
But if thirty something or nearing forty and still trying to make it in music for a living, here’s a tip:
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