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Emerging new media for integrating communication

            Consumption is a relatively new experience for Chinese consumers, who began to enjoy shorter working hours and more official holidays in recent years. With more spare time and additional disposable income consumers now demand a wider choice of products and services, particularly in sports, leisure and entertainment. This is in line with the experience of other Southeast Asian countries where economic development drove growth in the leisure industry.

             As the market becomes more competitive, it is crucial for international companies to find a better way to cut through the competition and reach the target audience. Event sponsor- ship provides companies with alternatives to the cluttered mass media, an ability to segment on a local or regional basis and opportunities for reaching targeted lifestyle groups whose consumption behaviour can be linked with the sponsored events. On the other hand, the huge growth in sports activities, music and art events, and other forms of entertainment offers a vast potential in sponsoring such activities and events.

            Music is probably the most universal means of communication nowadays, instantly traversing language and other cultural barriers. Popular music reflects changes better and faster than any other genre. And it is usually reflective of what is happening in society as a whole. Finding a way to link a message to popular music in order to reach a target segment of Chinese consumers is what music event sponsorship is pursuing. Younger people living in big cities consume popular music through MTV and the Chinese MTV channel called Channel V. They also listen to the radio, regularly attend music events and go to clubs and discos. In Shanghai there are a variety of discos and clubs that are equipped with the latest laser, light and sound systems and provide enough space for 2,000–3,000 people. Some discos specialize in hosting big music raves featuring famous DJs from the United States and Europe, attracting young people who can be classified into what Wei (1997) called ‘Modern’ and ‘Generation Xers’ lifestyle segments. These two segments are characterized as being more affluent, better educated, hedonistic and pursuing a fancy and distinct lifestyle. They become core target groups for international companies in consumer goods and sports fashion markets.

          The sponsorship of such events offers the sponsor good opportunities to reach and communicate directly to target audiences by means of free samples, prize draws and information gathering, etc. For Chinese young people the latest techno rave, house and hip- hop music events are a means of expressing new lifestyles. At the same time such events give them the opportunity to taste/experience new things (products, ideas, fashion and lifestyle) portrayed through the music. Music raves reflect younger people’s contemporary wants and attitudes, something that is highly valued by a specific type of audience. Event sponsors can develop positive effects in building favourable associations and links to the brand. For example, Carlsberg had cooperation with MTV in which they sponsored special programmes. In addition, Carlsberg organized special music event parties in Shanghai. The sponsor benefits not only from the impact generated from the events them- selves, but from wider coverage in the local media.