XINWENYUE SHI
CREATIVE MARKETING SERVICES
Grounded in Shi’s dual-city background between Chengdu and Boston, the campaign centered on themes of regional identity, integration, and cultural return. From the outset, the strategy focused on long-term narrative development, maintaining continuity across releases while supporting stylistic evolution and a clearer artistic direction.
Across Step On Green and Bashu Renaissance: Chapter Two, the collaboration secured 100+ media features and 50+ playlist inclusions, with coverage from outlets including Wonderland, Rolling Stone China, and i-D Asia. Both releases achieved strong chart performance with over 10 cumulative chart appearances, alongside significant Weibo traction—#ShiXinwenyueStepOnGreen surpassing 10M reads within two weeks, and the long-term hashtag #BashuRenaissance exceeding 40M reads.
With Gray Gray Sun, the partnership advanced into a new phase, supporting Shi’s musical transition through a full-scope campaign spanning narrative, content, paid media, offline activations, and performance monitoring. The album marked a clear artistic shift, with two tracks surpassing 10K likes and six exceeding 999+ likes on NetEase Cloud Music; the single “Clouds” ranked NO.1 on the platform’s indie original music chart and charted across multiple categories. The rollout generated 50+ high-quality media features and sustained editorial momentum, with recognition from CLASH, Tatler Asia, and Noctis, consolidating the album as a pivotal step in Shi’s evolving artistic identity.