The Rap of China Rakes in Sponsorship Bling

Local and international brands have all taken up sponsorship of the show – Nongfu Spring Water, Xiaomi, Absolut, Chevrolet Camaro, McDonald’s – ensuring almost US$46m in sponsorship and advertising investment, cementing its status as one of the hottest new OTT shows in China.

The show’s title sponsorship went for US$18m to local water brand, Nongfu Spring. The figure is markedly higher than other of online ‘TV’ show sponsorships but still affordable compared with traditional or satellite TV platforms (see this week’s Hanhoo article!) where prices for a top show can run a hefty 10 to 15 times that amount.

One major reason for the success of TROC can be attributed to former EXO member and celebrity mentor for the rappers, Kris Wu. Although local netizens and hip-hop tastemakers questioned and ridiculed his street cred, his catchphrase “Can You Freestyle?” has nevertheless become a hit meme for Chinese youth, the backbone of the show’s audience.

Global retailer McDonald’s (the show’s second-largest sponsor) and Absolut – who recognise the impact of rap in other markets – was one of the first sponsors to come on board and has now gone all in with Wu who fronts their commercials and the lids of snack boxes inspired by TROC.

Talking of licencing, iQqiyi has created a sub-brand R!ch for its merchandise and items like the chunky faux gold chains featured on the show are on sale for US$14 on iQiyi’s e-commerce channels. The company is also working on licensing deals with other brands other than Maccas.

Amusingly though, one of the show’s biggest beneficiaries seems to be an accidental one: American streetwear brand Supreme – often Kris Wu’s garb du jour on the show – has captured the attention of Chinese millennials and has seen a 170% spike in Baidu search queries. Whether ambush or good fortune, Supreme and all the sponsors of TROC are benefitting from this OTT groundbreaker.