Meet:: Lydia Paek



2NE1-Ugly (written by Lydia Paek, over 19million views)

Singer, Songwriter, dancer, choreographer, she does everything. Her name is Lydia Paek. I am currently obsessed with her. 24 years old Lydia is a Korean American from Los Angeles. She is the only female member from the Quest Crew, season 3 winning team from America Best Dance Crew, though she participated as a member of Boxcuttuhz for the 3rd season of ABDC.  She has been dancing since the age of fifteen, got into breaking, joined the team, and is one of the founding members of the Quest Crew.



Quest Crew @ The Beat Down 2013

Boxcuttuhz Compilation

Lydia wrote songs for one of the most popular KPOP Girl groups, 2NE1, I love You, Ugly, etc. She had mentioned that she is not signed as an artist to anywhere, though she is hired just as a songwriter at YG entertainment. Lydia is working on her own mixtape currently. She is a big fan of Stevie Wonder, Jazmine Sullivan, Jamie Foxx, Prince, and list goes on. Her crew members describe Lydia as a very independent and confident girl. Right now, like I said before, I’m obsessed with this talent bundle. She has a great voice, knows how to write songs, fashionable, and on top of that, she can dance. All the fans she has are waiting for her music to be out and I would be one of them. 

Lydia Paek-Unthinkable Cover (Alicia Keys ft. Drake)

I am an independent type of person – one to strive for things. I want to accomplish so much in life and share it with people I love. I have been dancing for about 4 years, since I was 15 years old. A matter of fact, I was more of a dancer than a singer first. I really started getting into singing when I was in high school. I wish I had vocal lessons but never had the money to do so. I have achieved so much in life already and continue to do so. All I have to say is that, if you enjoy something – strive for it. Nothing is impossible. Just do it. See where it gets you, and keep trying. –Lydia Paek

Check out Lydia on twitter and Youtube!


Lydia Paek FT. Tablo-Suit and Tie Cover (Justin Timberlake)

Lydia Paek & Crush-Pusher Love Girl (Justin Timberlake)


The following video is an example of a recent Adidas campaign that was launched to pay tribute to the GB Olympic team medallists in London 2012. With special dedication to Berklee Tangible Assets’ group members mates. Enjoy it!


In my opinion, Adidas seems to be more oriented to music than Nike does, the German company is indeed using music as a strategic branding tool in order to reach and engage with its audience. We could argue that Nike is already a well-established brand and perhaps does not need to do much effort in terms of looking for new consumers, but Adidas appear to be better connected with today’s society. Likewise, it has successfully adopted a kind of suburban and authentic image that is well appreciated by the public.

Artist partnership and event sponsorship:

On March 2011, Adidas launched its “All in” campaign. The pop icon Katy Perry and DJ Baby G were chosen new Adidas ambassadors. With such associations the brand aimed to target young music lovers as well as active women.

Here is the link:

Other artists appeared in a new spot launched in July 2012, under Adidas Originals label. Nicki Minaj, Big Sean, 2NE1 and Kids these days, together with the eccentric designer Jeremy Scott featured in such spot.

Here is the link:

Have a look at the new Christmas campaign in which Snoop Dogg remakes the classic tale of Ebenezer Scrooge. Again another example of artist and brand partnership.


And finally, check this out, Steve Aoki is also “all in”!


After watching such videos, I think it is quite obvious that Adidas is really making an important effort to integrate music into its brand personality and thus trying to be perceived as one of the coolest sports brands.

Furthermore, the company was also an official sponsor of Sonar 2012 edition.


NEO – How to target teen consumers:

A recent partnership with Justin Bieber and Selena Gomez has been a good strategy to launch NEO, the new Adidas’ label.

NEO is a new brand, new in concept and new in spirit that wants to be a referent within young consumers. From a brand marketing perspective Justin and Selena are a perfect global style icons, and due to their deep connections with fans via social media platforms they could attract valuable potential consumers.

Both Justin and Selena are also designing some NEO products and the young brand has become the new official sponsor of the Canadian singer’s Believe World Tour 2012/2013.

Activation events and direct to fan initiatives:

Additionally, since the brand knows how important is to create a total and unique experience, is now offering a bunch of new possibilities to their followers:

First of all, consumers had the opportunity to win tickets to an exclusive event that was held in London’s Scala nightclub on the 2nd of May, 2011.

Together with MTV the company was also recruiting people considered passionate about music to become an Adidas’ reporter.

And finally, surfers could also were given the opportunity to hang out with one of their favorite British artists, spending a day in the studio with Plan B, attending a secret gig with the Enemy, DJing with Caspa or getting Example round to their place.

There is no doubt that Adidas rocks!


Monica Manubens