Global Footprint: Delivering Thumping Beats!

From its new base in DB North, Kreatell SuperAsia is expanding Alan Walker’s presence in Asia

Norwegian electronic music sensation Alan Walker, together with his management team at Kreatell International, has set up a new operational base in Discovery Bay, launching Kreatell SuperAsia (KSA). The move sees the 26-year-old Walker extending his influence into 12 crucial Asian markets, all managed from new premises at DB North Plaza.

KSA, led by Gunnar Greve, Dan Ottesen and Sophia Yao, signifies a strategic pivot towards the Asian market, with the team thrilled to establish a global headquarters in DB. Greve, Walker’s manager, brings a wealth of experience from his multifaceted roles in the Scandinavian music scene and as a judge on Norwegian Idol. Yao, now the managing director for Kreatell in Asia, taking responsibility for the business growth in music recording, live performance, commercial partnerships, artist branding and merchandise, has been instrumental in building Walker’s presence in the region during her tenure at Sony Music Asia.

“We prioritise creativity in our work environment, seeking a space that fosters inspiration and tranquillity,” Yao says of the decision to base KSA in DB. “Rather than opting for a bustling cityscape, we prefer locations immersed in nature. DB stands out to us for its relaxed atmosphere and unique positioning near AsiaWorld-Expo, where Alan held two arena shows last year, each wowing 8,000 fans.

“With its family-friendly vibe and proximity to Disneyland, we appreciate the privacy DB offers, allowing us to host artists, songwriters and their families for creative sessions,” Yao adds. “Staying at the Auberge, adjacent to our office, further enhances this ideal setting for us.”

SOLID TRACK RECORD

Walker is best known for his breakout hit Faded, which has achieved over 1.8 billion Spotify streams and a massive 3.5 billion views on YouTube. Being the 19th most-watched music video on YouTube, the single brought him a BRIT awards nomination for Song of the Year, as well as a Norwegian Grammy win in the same category.

Today, Walker’s global influence stretches far and wide, with 150 million followers across various social platforms, over 35.7 billion YouTube views and more than 85 billion streams across audio and video platforms. As one of Spotify’s Top 100 most streamed artists, with the 11th biggest artist channel on YouTube, Walker’s collaborations with stars like Ava Max, Hans Zimmer, Noah Cyrus, Sia, Bruno Mars and Coldplay highlight his significant impact on the music industry.

Just 16 years old when Faded became a massive Europe-wide hit, Walker has released a string of successful singles like Alone and Darkside; his chart-topping debut album Different World arrived in late 2018, amassing over 3,2 billion streams on Spotify. Known for his thumping beats and hypnotic sounds, Walker has performed at 650 headlining shows and festivals globally, including Coachella and Tomorrowland.

FORWARD-LOOKING STRATEGY

KSA’s choice to establish a foothold in Hong Kong is born from the explosive growth and dynamic nature of the Asian market. “Significant streaming and revenue growth from countries like China, Indonesia and India have marked Asia as a critical region for Walker’s continued success,” Yao says.

“The enthusiasm and support from Asian fans has been pivotal to our global achievements,” she adds, underlining the phenomenal success of Walker’s WalkerWorld tour in China. The tour, spanning six cities, saw all 40,000 tickets sold out within just two weeks, a testament to Walker’s immense popularity and the efficient promotional strategies employed by his team. This recordsetting pace established Walker as the fastest selling international artist in the Asian market.

Looking ahead, KSA’s ambitious plans include an extensive tour across Asia, with a 10-city arena tour in both China and India. This move is poised to be a groundbreaking endeavour, setting new benchmarks for international tours in these countries. Additionally, solo arena shows are planned across Southeast Asia, including Indonesia, Thailand, Singapore, Vietnam, Korea and Japan, signalling a major milestone for global artists in the region.

KSA’s vision extends beyond music streaming. The team is actively engaging with commercial brands, gaming companies, governments and local artists to forge innovative collaborations and special projects. With a strategic base in Hong Kong, KSA is perfectly positioned to foster close ties with partners and stakeholders throughout Asia, enhancing communication and collaboration across the board.

Walker’s commitment to honouring local cultures is evidenced by his music video Sing Me to Sleep, a billion-streamed song featuring Hong Kong landmarks. It has now reached 713 million streams on YouTube alone, and continues to inspire global musicians. With KSA, Walker is set to deepen his engagement with Asian audiences, promising a vibrant mix of music, culture and innovation.

“The establishment of KSA marks a significant chapter in Walker’s journey, reflecting not just on his evolution as a global music icon but also on the broader aspirations of the music industry in engaging with the Asian market,” Yao concludes. “We are poised to captivate more fans across Asia, driven by a legacy of remarkable performances and an unwavering commitment to excellence.”