east goes global

We wrote about marketing agency East Goes Global earlier this year when it worked on a livestreamed Backstreet Boys concert that attracted 44.2 million viewers on Chinese social app WeChat.

It was the latest project for a company focused on helping western artists reach audiences in China, and now the firm has raised a seed funding round of $1m to continue its work.

Artists including Jessie J (who knows a thing or two about reaching Chinese fans), Fletcher, Ingrid Andress and Jessie Reyez were among the investors in the round.

“Our clients now have a combined reach of 100M+ followers in the largest market in the world,” said CEO Andrew Spalter. “We saw a gap in the marketplace, went after it, and today, this raise will help us continue to stay ahead of it.”

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