Mooney’s first MV of his third album “Balalaika” is officially released today
Whale Xianghai's artist Mooney's third personal original album "Money III: Noble", the first MV and the first four single sound sources "Open-minded Afternoon Tea", "Amazing", "Balalaika" and "21 Grams Museum" were officially launched today. The album "Money III: Noble" was produced and planned by the agency Whale Xianghai. In this album, Mooney transforms into a troubadour and spends the entire album singing a modern fable – a story about how we identify ourselves in society's hall of mirrors and ultimately lose ourselves.
The first MV "Balalaika" uses a black and white visual style to construct the ultimate metaphorical proposition: when violence is packaged as "respectability" and fame and fortune are taken for granted, will you still question the rules and resist fate? The song uses a dramatic melody, combined with the arrangement of balalaika, accordion, strings and other orchestrations, to unfold a dark narrative about the reversal of power and identity.
The first four singles released online, "Open-minded Afternoon Tea", "Amazing", "Balalaika" and "21 Grams Museum", combine a variety of music styles, showing a very cinematic and layered sound space. Mooney devoted an entire chapter to writing a modern fable, deconstructing the symbols of "nobility", and opening up a series of questions in the musical narrative: Who defines the happiness and success we pursue? The so-called decency, is it self-realization or self-denial? This narrative arc from "break-in" to "immersion" makes the entire album like an ups and downs of audio and video movies, making the listener increasingly look forward to the unlocking of the musical content in the subsequent chapters.
Use the "drama chasing" method to play with new ideas for album promotion
Breaking the conventional rhythm of music promotion, the Whale Xianghai planning and promotion team integrated the narrative logic of "drama chasing" into the entire album promotion cycle, innovatively creating a "drama chasing" album promotion model. The officially released "Drama Calendar" materials use symbols such as locks, envelopes, and films to refer to the music information corresponding to the release nodes. Fans have changed from "passively listening to songs" to "actively following updates". The launch of new materials is like unlocking new plots, and the "updates" experience is full of ritual and anticipation.
As the first batch of fragmented posters released as preheating materials, the design was based on the logo elements of the drama poster platform, and the song's narrative clues were embedded with secret prop symbols – envelopes sealed with paint, yellowed and worn letter paper, a throne covered with black cloth… Fans opened their minds to analyze the element codes in the posters, and took the initiative to dig out the narrative clues behind the songs from the details of the props.
This immersive interactive model upgrades the album promotion from one-way "information transmission" by the promotion team to "collective co-creation" with two-way participation of music creators and fans. Fans also establish a deeper emotional connection in their identity recognition as "co-creators".
Whale Xianghai: Bole as a musician
Since its establishment in 2018, Whale Xianghai, a subsidiary of Tencent Music Entertainment Group, has made a strong entry into the music industry with precise copyright operations as its starting point. With a keen insight into market trends and the ultimate polishing of high-quality content, the company has successfully created phenomenal hit works such as "White Moonlight and Cinnabar Mole", "Don't Miss", and "Clouds and Sea". The entire network's collection has exceeded the 100 million mark. It has not only established a firm foothold in the digital music field, but also established an industry reputation for both quality and influence.
In recent years, on the basis of consolidating its copyright business advantages, Whale Xianghai has expanded deeply into the artist management sector and has strong development momentum. The company has always adhered to an original music-oriented brokerage model, adhered to the core mission of "being a musician's bole", abandoned short-term traffic orientation, and built a high-quality platform for musicians to achieve a win-win situation of artistic value and market value through in-depth planning and resource docking. Mooney is a representative case under this system. As one of Mooney's management companies, from "Money II: Theater" to "Money III: Nobility", Whale Xianghai led the entire album planning, production and production, shaping his personal label of "all-round singer-songwriter" and realizing the value of the artist from high-quality works to personal brands. Galaxy Express Band, also a contracted artist of Whale Xianghai, has also gained significant room for growth in this operating model and continues to release original vitality.
Nowadays, Whale Xianghai has built a diversified matrix of high-quality artists, including many musicians with different styles, such as Hu Mengzhou, CORSAK, Lil Jet, Chen Xuening, Uu Liu Mengyu, and Xia Siyuan Huswan. Whale Xianghai has always adhered to the mission of "being a Bole for musicians", empowered the original music ecosystem with professional power, accompanied the growth of musicians, continued to output high-quality content with both musicality and market influence to the industry, and wrote a new chapter in the music industry.
