COTTON USA sponsored the 26th annual Golden Melody Awards (GMA) in Taiwan, the Chinese equivalent of the Grammy Awards. A popular music event in Mandarin pop music, curated by the Taiwan Television Company and the Recording Industry Foundation in Taiwan, the GMA had one billion viewers worldwide. Cosmos People, a Taiwan-based band and 2015 COTTON USA spokespeople, joined the GMA rock ‘n’ roll showcase.
“With the spirit of the young, dynamic and new generation, GMA concentrates the creative energy of Taiwan’s pop music and lays solid foundations for MandoPop (pop music in Taiwan, China, Hong Kong, Singapore, Malaysia and beyond),” says Chang Chung-Jen, director-general of the Bureau of Audiovisual and Music Industry Development in the Ministry of Culture.
The GMA festivities from June 24 – 27 also included a music festival, which incorporated conferences, showcases, concerts, music workshops and Taiwan Music Festivals’ Curation Expo. The event also featured a four-episode documentary on the past, present and future of the Taiwanese music industry.
Sunnie Chiou of Cotton Council International (CCI) in Taiwan joined the festival as a panelist. Chiou discussed how she strengthened the COTTON USA brand image in Taiwan through pop music and how she selected spokespeople for the past 18 years to build U.S. cotton’s popularity in Taiwan. Chiou also walked the GMA red carpet before the ceremony.
CCI has advertised COTTON USA through its sponsorship of the GMA in Taiwan for the past few years. Several former COTTON USA spokespeople participated in the 26th GMA ceremony, including: Leehom Wang (2000), Show Lo (2013) and William Wei (2014). Wei won the best composer in the vocal category in 2015.