TikTok Partners with Universal Music Malaysia to bring Malaysians a Kecoh Raya
Ensemble of local artists record Raya track to ignite the festive spirit along with launch of #KecohRayaTikTok challenge
TikTok, the leading destination for short-form mobile videos, today announces the release of a catchy Raya track in partnership with Universal Music Malaysia and Rocketfuel Entertainment Sdn Bhd. Dubbed Kecoh Raya, the upbeat song is accompanied with a new hashtag challenge (#KecohRayaTikTok) to encourage Malaysians to groove to the song together in conjunction with this festive season
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Raya is undeniably one of the largest celebrations in Malaysia, with many celebrating this occasion of gratitude with homecoming, forgiveness and reconciliation. As the second time celebrating this joyous occasion in the new normal, TikTok’s Kecoh Raya is the brand’s effort to bring sweet reminiscence of the boisterous Raya spirit back to life on TikTok. With a team of local artists lending their power, Kecoh Raya is a full-on festive song that will be released on all digital streaming platforms on 7 May 2021
“The Hari Raya experience, along with other major festive seasons in the country have evolved digitally over the last year & social media has helped keep friends and families connected for digital celebrations. Beyond only connecting people for interactive experiences, TikTok has played a crucial role in keeping people entertained & educated as well. In continuing to leverage the potential & power of the TikTok platform, we are pleased to partner with Universal Music Malaysia & RocketFuel Entertainment Sdn Bhd in conjunction with Raya 2021 for #KecohRayaTikTok,” said Loh Kai Zhi, SEA Regional Senior Marketing Manager, TikTok.
TikTok’s Kecoh Raya features Alvin Chong, Diana Danielle and Kowachee from Universal Music Malaysia, USOP and Ara Johari from Rocketfuel Entertainment Sdn Bhd, Daniel and Zahier from ERA and Izzryn from TikTok. All artists can be seen belting the heart and soul in a music video which will be available on TikTok and Universal Music Malaysia’s YouTube page on 7th May. The song will also be played on ERA radio station, so there’s a chance you might hear this cheerful track on your drive to work!
“Kecoh Raya is very suitable for TikTok as it is an upbeat song and very catchy. Most Raya songs we have heard before were more melancholic, people telling stories about how they could not be with their family members to celebrate Eid. While Kecoh Raya offers joyful vibes of Raya, which may bring positivity and happiness to listeners. I hope you guys will enjoy it!” says Alvin
One of the featuring artists, Kowachee, states, “It is a new experience for me, as I get to sing instead of just rapping. The music video shoot was fun & exciting, because there were Rocketfuel Entertainment Sdn Bhd & other Universal Music Malaysia artists & also TikTok content creators. I love working with them, we had so much fun!”
“It brings a different vibe which is rare, and I had to dance during the music video shoot. It was fun after all! I feel grateful for getting a chance to work with other featuring artists. They were great!” Usop added
“It is like a breath of fresh air for modern Raya songs. The lyrics are pretty easy for listeners to remember & it was so much fun to work with other artists. We get to exchange our opinions & point of views, which is mostly positive” says Daniel Zaini. His partner, Zahier Yusoff from ERA mentioned his hope that people will enjoy themselves while listening to the song, “let’s put all the sadness away & live the moment together!”
To add to the fun, the #KecohRayaTikTok challenge, which is jointly organised by Rocketfuel Entertainment Sdn Bhd & Universal Music Malaysia, encourages everyone to groove together to the song where the most creative & kecoh Raya video will stand a chance to win a iPhone 12 (256GB) & Raya vouchers worth RM500. More prizes up for grabs include an Apple Watch, Apple Airpods and exclusive Raya vouchers.The campaign which aims to bring people together despite being far apart runs from 7 to 23 May 2021
Separately, TikTok is also introducing an in-app referral campaign called TikTok TREATS to reward the TikTok community for their participation and creativity while serving as a platform to showcase partner brands. With TikTok TREATS, brands stand to improve their visibility by featuring their products and users can collect points by engaging with the brands and participating in their various campaign activities hosted on TikTok. Points accumulated can be redeemed as e-vouchers worth up to RM300 daily of the participating brands, making this campaign a treat for both users & partners
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