Park Hye Jin & 88Rising

I have set up a fictional collaboration between DJ Park Hye Jin and the American music label 88Rising. The goal of this collaboration is value creation. Value creation means that the collaboration creates value for both parties. This does not mean money, but eg more brand awareness, more media attention, attracting a new target group, working for a social problem or charity, etc.

Tech house DJs in South Korea are given little or no platform to show their music or talent to the rest of the country. For this reason, many of these DJs of this origin move to the US with hope for better career opportunities, including South Korean emerging artist DJ Park Hye Jin.

The 88Rising label was chosen, as there is also a social purpose behind it: to create a platform for Asian artists and performers, which ensures more Asian representation in the media. The lack of Asian representation in the US media is still an "invisible" major problem to this day.