MTV, EMI target Chinese diaspora


HONG KONG -- In a marketing push aimed at Southeast Asia's growing Chinese diaspora, Viacom's MTV and U.K. music giant EMI have joined forces to launch a series of song-and-film contests that ask new artists "Are You Proud to Be Chinese?"

The contests, launched last week with pop culture Web site "Proud to Be Chinese,", will award the best Mandarin- or English-language song a release by EMI Southeast Asia and give the best videographer a contract to shoot pop star Scott Hui's next video.

"Together with EMI and MTV Asia, we're simply doing our part to take the creativity of talent out here in Asia and turn their ideas into a reality," P2BCHI chairman and co-founder Nick Miller said.

Miller said the contests are designed to introduce artists from the "new China," a vast diaspora whose cultural influence is on the rise.

" 'Proud to Be Chinese' is a project that we believe in as it is a realization of the rise in popularity of Asian culture and Asian music," MTV vp multiplatform content Silvia Goh said in a statement.