This is the first regional collaboration between the two parties and underscores Samsung’s commitment to lead Asia’s multimedia player market on the heels of its success with other consumer products, according to an official statement put out by Star Group.

Leveraging on Channel [V]’s popularity among music-savvy youth throughout Asia, the integrated marketing campaign will kick-start in August with a series of on-ground music events to be held in Hong Kong, Taiwan, and Bangkok.

These live shows will culminate in a large-scale concert in Shanghai on August 27, with attendance expected to be over 20,000.

The statement, quoting Jang Jae Hyun, GM of Samsung Electronics China Digital Audio Business, said, “Being the trend-setting music channel in Asia, Channel [V] provides the perfect platform for Samsung to market the yepp T8 – a cool, cutting-edge and easy-to-use multimedia player.”

According to Star Group’s EVP ad sales, distribution and marketing Bruce A. Oltchick, “We’re excited to develop this integrated marketing campaign with Samsung. This multi-platform, cross-regional campaign serves as a testament to our commitment in delivering strategic solutions for our clients, and helping to meet their marketing objectives.”