![]() ![]() Watch Dogs wasn't a bad looking game at all, but the hype that started building it up as early as E3 2012 grew disproportionate to the final product. It didn't look bad by any means, but all the early hype left a lot of people feeling betrayed and let down. ![]() But the final release was severely pared down. Even the beta maintained the dynamic lighting and shadows gamers and the press had come to expect. Like Watch Dogs, early previews of the game looked far superior than the final product. How do you avoid hype but still get information out there? How does someone like me-a huge fan of Dark Souls-cover Dark Souls II announcements without letting my own hype trickle into the mix, especially since I write mostly opinion pieces?ĭark Souls II is a good example of hype gone awry. Gamers are excited about their favorite upcoming games (or at least what they expect to be their favorite.) The press likes to write about games that are popular since that garners more clicks and readers (and yes, we are all guilty of this including your humble narrator.) PR and marketing for the industry run the hype machine and let the gamers and the press do a lot of the heavy lifting via gaming sites, social media, YouTube, and so on and so forth. But they're often just part of the advertising. In-depth video previews of games can be helpful, on the one hand, in determining whether you want to buy a game. Long behind-the-scenes videos strike me as the sort of thing you'd watch after playing the game, rather than before. I don't mind seeing some gameplay footage in a trailer, but if I'm interested in a game I also like to be surprised by it. I see headlines for "20 minutes of gameplay footage" and I avoid them. Particular success stories artists wise at Hype Train include Seedaa The Villain and Sprite, the latter of whom signed to the label after appearing on the Thai version of the hip hop centric talent show ‘Show Me The Money’.There comes a time when I just don't want to know anything about an upcoming video game. ![]() The roster of acts he has built is amazing and we look forward to further success in this partnership”. Meanwhile, Universal Music South East Asia CEO Calvin Wong adds: “Nino is the most exciting and successful music producer to come out from Thailand in the last five years, and we can’t wait to help his artists to reach the next level – not only within Thailand, but the rest of Asia, as well as globally. This is an important milestone to elevate the collaboration with Universal Music beyond being just a distribution partner, into a broader partnership deal that will benefit the entire Thai music community and beyond”. Says Hype Train’s CEO Krerg Chankwang, who is also a leading hip hop producer in the country: “Partnering with Universal Music Group over the past two years has been a great success, and now that the label is home to thirteen artists, it’s time for further growth. What’s it all about? Well, while Universal was already Hype Train’s distributor, this expanded partnership will create “a springboard for Thai artists to export their creativity to music lovers around the world”, with Universal “providing global reach to help introduce Hype Train artists and music to audiences worldwide”, while Hype Train will bring “its proven ability to sign artists and create hits for its target audience, domestically and within the region”. Though Beats International were unfortunately unavailable for comment. Universal Music Thailand has announced an “expanded partnership” with the Hype Train Group, which the major describes as “Thailand’s hottest new music label”, and who are we to argue with that? And, I mean, it’s just generally pretty hot in Thailand, so to be the hottest overall, well, that’s damn hot. Business News Deals Labels & Publishers Universal expands partnership with Thai label Hype Train Group By Chris Cooke | Published on Tuesday 12 July 2022 ![]()
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