“As industries have been on a road to recovery in China, Music Festivals have been witnessing a series of cancellations due to country’s control of Covid. Up-and-coming musicians were losing a major platform for exposure. As 2021 was coming to an end, another outbreak of Covid in country put the New Year’s Celebration at stake for not only musicians but all those who were ready to celebrate and welcome 2022.
Jägermeister, an alcohol brand rooted in its support for Gen Z subculture communities across China through offline experiences, was also losing connection with their target audience as a ramification of the closure of music festivals and offline events.
#SaveTheNewJä showcases a simple but bold idea that radically Saved the New Year for youths across China with one single event through livestream and personal engagement, but also returning to musicians one thing they yearned for the most, a stage.”