Universal Music Group China Inks Partnership with Buick — Launches ‘Brand-Inspired’ Song

UMG Buick Partnership China

Photo Credit: Karsten Gaertner

Universal Music Group China inks a brand-new partnership with Buick and releases a ‘brand-inspired song.’

Universal Music Group for Brands (UMGB China), UMG’s brand partnerships division, has announced the signing of an agreement with leading car manufacturer Shanghai General Motors Buick (Buick) for a collaboration that will be the first of its kind. The companies have launched an original musical project inspired by Buick titled “Guang Zhi Suo Xiang (Where Light Lives),” featuring Liu Lingfei, released globally on Republic Records China.

Buick officially debuted the song during its 2022 Buick Owners Day event late in August, while the music video was released on September 5. Buick dedicated the song to its drivers, with the video depicting Buick owners’ lives and the pride of their Buick ownership.

Liu Lingfei, the song’s performer, is a leading actor in Chinese musical theater. He has starred in dozens of musicals, including the original Chinese musical “White Night,” “The Lost World,” the Broadway musical “Cats,” and “The Changeling Doctor.”

“Buick and UMGB China are both dedicated to building a stage for outstanding music performance that can resonate with people. The co-creation of the theme song explores the possibility of harnessing music as a powerful medium to connect with targeted audiences,” says Aaron Wang, Chief Financial Officer and Head of Brand Partnerships for UMG Greater China.

“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.”

The deal marks the first time the two global brands have worked together. The collaboration travels the spectrum of integrated marketing, with the customization of the music release, artist endorsement, and creative visuals paving the way for online and offline events. The companies are also planning a series of publicity stunts in addition to a vinyl release of “Guang Zhi Suo Xiang (Where Light Lives).”