As violence towards the AAPI community escalated in the past year amongst COVID-19 related discrimination and culminating in the tragic shooting in Atlanta, global music collective 88rising, with the support of longtime partner AT&T, set out to create an event to heal our community, celebrate Asian heritage, and raise awareness and support for non-profit groups that worked to end Asian discrimination.
The benefit concert event was set during AAPI Heritage Month to spread a celebratory message of culture to fans all across the world while creating an unprecedented immersive cultural experience.
The immersive cultural experience amplified Asian voices within music, entertainment, and local organizations, as well as raising non-profit funding across four themed acts; heal, protect, love and grow.
Continue 88rising and AT&T’s longstanding commitment to amplifying Asian voices with the Asia Rising Together Benefit Concert to deliver powerful, personal family stories to the next generation, woven in with music and art. The livestream concert event featured global participation from artists around the world allowing the audience to witness a series of intimate performances, punctuated by moments of poetry, meditation, and special surprise performances.
For one night, four immersive acts celebrated the multi-dimensional Asian-American experience and gave artists a unique opportunity to share their inner selves with the world. From creative concepting, visual design, and production of the experience, the final event consisted of the following parts.
Performances and Appearances by:
Yoon Mi-Rae / Tiger JK / Bizzy
Ocean Vuong (Poetry)
NIKI (with surprise guest appearances from labelmates Rich Brian and Warren Hue)
Mai Abe from the Asian Mental Health Collective
Vietnamese American Community Center of the East Bay
MAMA LA Drive-By Kitchen
Donations from the stream supported Asian Mental Health Collective, who creates a supportive and empathetic community; collaborates with mental health professionals and organizations; and celebrates mental health stories as Asians.
Table talk session with Sean Miyashiro, Founder of 88rising and RZA, Rapper and Founder of the Hip Hop group Wu-Tang Clan sponsored by AT&T
The core target audience were fans of the global Asian artists and the secondary target audience were the millions of people watching the concert, live streamed on Twitter, Facebook, YouTube and SiriusXM as AAPI allies.
Total viewers: 5M+ worldwide
Total PR: 796M+ impressions
Total Social Media Impressions: n/a
#7 Worldwide Twitter Trend
Hashtag Mentions: #AsiaRisingTogether
AAPI support organizations spotlighted: Asian Mental Health Collective
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