On Friday, legendary boy band Backstreet Boys gave fans the performance of a lifetime across messaging, social, and banking app WeChat. The announcement of the event was shared earlier this week as Backstreet Boys kicked off their 2022 DNA World Tour. Sponsored by Lincoln, the free event surpassed the initial projections of 40 million viewers, with an unbelievable, record-breaking 44.2 million in digital attendance. As a surprise to fans, Backstreet Boys were joined by Irish boy band Westlife who previously held the first-ever Western WeChat performance and garnered 28M viewers. Their duet of ‘My Love’ is currently the #1 trending topic in China.
On this incredible, historic event, Nick Carter adds “Wow! It’s been a wild few years. Being able to perform for our fans in China and to bring our show to all of these homes at once is truly amazing. We appreciate WeChat for making this happen and Westlife for joining us and we cannot wait to physically see you on tour very soon!”
Executive produced by East Goes Global, the company has made it its mission to bridge the gap between China and the rest of the world. Over the past 4 years, East Goes Global has secured 100M+ followers for some of the biggest stars in the world in China, even though nearly all social media and digital streaming platforms we use daily (TikTok, Instagram, YouTube, Spotify + more) are banned. Late last year, East Goes Global organized Westlife’s wildly successful live stream concert in China, which raked in almost 28 million viewers and 160 million likes via WeChat. As one of the first western bands to develop a substantial presence amongst Chinese fans back in the late 90s, the 2021 event was a testament to the band’s ongoing popularity in China. East Goes Global worked alongside 24/7 Productions to put on this special event.
Upon the announcement of the event, Andrew Spalter, CEO and Founder of East Goes Global shared “Delivering a virtual concert is one thing. Delivering a highly-impactful moment between cultures is another. To say I’m thrilled to see this event and partnership come together would be an understatement. I cannot wait for the world to witness history.”
The concert also marked the rollout of new capabilities on WeChat that encourage viewers to share content across various platforms with ease.