New Hope Club has always had a love for the Souteast Asian Market and K-pop music. The label team focused on brand building to gain traction within the Asian market and in 2021 they were the first Western band invited to join HYBE Weverse. This allowed the band to build their fanbase to over 100,000 fans in the first three months and allowed the band to build deeper connections in other markets.

Instead of focusing on attracting fans, New Hope Club went direct to them on the Weverse platform. This helped gain the attention of other K-pop artists to become fans.

This propelled a viral TikTok trend of the song ‘Know Me Too Well’. To amplify this song forward, the label created localised lyric videos for Malaysia and Indonesia.

The group was later invited to perform on the MYX awards in the Philippines and the Korean World Is One 2021 K-pop concert.

Local Universal teams enlisted artists, Alvin Chong, Azira Shafinaz, Dalla, and Universal Indonesia’s top artist, Tiara Andini and others to release covers of ‘Know Me Too Well’ in their respective territories.

Our DSP playlists strategy focused on increasing visibility on streaming services by creating and releasing fixed playlist releases over three months that included ‘Know Me Too Well’.

Each band member curated their own fixed playlist of their own music and included the track within them. The label enlisted Creed Media and Songfluencer to engage creators on social platforms for TikTok strategy campaigns for influencers.

Each band member would go live across different platforms simultaneously to tap into their own social following and then moved the community into one space together for a premier group experience on YouTube.