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#Case Study · Brand & Sponsor Integration

Chơi Ké

Artist · Brand
Lăng LD × Alpha Works (SONIK AW 120)
Role
Brand Partnership & Project Coordinator
Release
Jun 2025
Format
Brand-sponsored MV · Official Music Video
2.1M+ views

The Problem

Alpha Works was launching SONIK AW 120 — a new party-style speaker that can handle karaoke but is really built for listening to music. The brand needed an everyday, gritty look, like the people of District 5, rather than a polished stage.

What I Owned

Brand Partnership and Project Coordinator — holding the line between the brand and the artist's team, and following how the product appears in the MV.

Key Decisions

01

Start from the look the brand needed

The brand needed something gritty and everyday. A pub with the artist's friends delivered that, instead of building a polished stage.

02

Let the speaker bring the atmosphere into the space

The speaker arrives as the scene enters the pub: it builds the mood for the song and lifts the climax.

03

Place the product beside the artist

The product sits next to the artist and belongs to the setting, with no separate frame cut away from the story.

How It Was Made

I held the line between the brand and the artist's team and followed how the product appeared in the setting. Alongside the MV, Alpha Works released a set of companion assets (teaser, unboxing, product cut) to keep the release rhythm going.

Results

  • 2.1M+ views
  • 1.3M+ views in the first month
  • A companion asset set carried the release

Takeaway

“A product does not need to sit at the centre of the frame. When it carries the atmosphere of the setting, it is doing the brand's job.”

Claim boundary: View counts as publicly shown on YouTube on 5 Oct 2026. No sales results are claimed. The role on this MV was brand partnership and coordination, not production.

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