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Backstreet Boys Join Westlife for Online Concert on Super-app WeChat

Chinese people who love the ’90s and aughts of pop music will be able to experience the magic that is The Backstreet Boys’ 2022 DNA World Tour with the help of livestreamed performances that is the first event in the group’s historyvia the app WeChat. Additionally it’s also the turn of the Irish boy group Westlife will also be performing at the concert.

Dates are set for June 24 at 8pm China in the evening, the event is being produced through East Goes Global and made possible by a partnership Chinese Super-app WeChat.

Over 40 million people are expected to tune in to the event. The concert’s related hashtag on the microblogging site Weibo received nearly 37 million visits, but in only two days, concert’s teaser clip was liked 82,000 times on WeChat.

The event took place in December of 2021. East Goes Global was also the one responsible for putting together the first Westlife concert on the internet via WeChat and was an enormous success to put it mildly.

For the majority of Millennials and Zoomers who live in China who were exposed by the Backstreet Boys and Westlife by their teachers at school Both bands have been with them through their early years.

“OMG, Backstreet + Westlife! I’m awake after receiving this news,” gushed a fan on WeChat.

“Two gods in the same place? Does it make sense to me to watch this? I’m sure I saved the world in my final existence,” reads another fan’s exaggerated statement.

Created by Andrew Spalter, East Goes Global is making waves in the entertainment business by connecting major brands, famous athletes and entertainers like Will Smith, Jessie J as well as John Legend — with the Chinese market.

As the tour director for Jessie J when she competed (and was crowned winner!) in the sixth season of the Chinese singing contest Singer, Spalter traveled to China for the first time in 2017. In that trip Spalter was introduced to Chinese online platforms and strategies for marketing which led him to create East Goes Global.

“That’s the thing that really made me aware of the extent to which we were disconnected from China in general,” he tells RADII.

With the Covid-19 travel bans for China, Spalter sees such partnerships as a way to fill an area of need through essentially bringing live music inside homes of the people who attend.

When asked about what he hopes to get at the event Spalter stated, “I’m excited. The Westlife event drew the number of 28 million simultaneous users. I’m hoping this one will be even bigger. We’ll know — fingers are crossed .”

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