Before brands leverage on influencer marketing, someone has to discover the influencer…
The knack of seeking out great talent has to be second nature to influencer marketing player Rocketfuel Entertainment. After all, they have some of the biggest talents like Zizan Razak, Lisa Surihani and more than 100 influencers in their roster across the region.
Rocketfuel’s entertainment Vice President or Admiral, Murali ‘Moots’ Marimuthu discovered singer Chaleeda on YouTube who then was performing cover versions. She was also dabbling in some modelling and commercial work then.
Rocketfuel reached out to their Thai representative, Dandee who is a popular rapper in Thailand who then contacted Chaleeda.
The entertainment company then flew the budding singer down to Kuala Lumpur and she signed on with Rocketfuel for full management, while Dandee manages her work in Thailand.
The gorgeous head-turner artist of Thai-British parentage began her showbiz story with a trip to the mall to buy fried chicken. Chaleeda was only 9 then when she did her first audition at a mall in Phuket, Thailand.
Under the Rocketfuel label, Chaleeda collaborated with Thailand’s hottest rapper, actor and producer Twopee and released her first official Thai single, “Ready For Love”. Within a couple of days, the music video had racked up 1.5 million views on YouTube (it currently stands over 3.1 million views).
Currently, at the age of sixteen, Chaleeda’s second single “Mind Over Matter” has already amassed over 3.4 million views on YouTube and shared almost two thousand times on her Facebook page. As Thai based artist her popularity has crossed borders to markets like Malaysia, Indonesia and Philippines which boasts her three biggest fanbases and following out of Thailand. She was also Spotify Asia and MTV’s Artist of the month in February and Mind Over Matter has recently broke the Top 30 in the UK club charts by music week which is the weekly chart of all Club DJ airplay within the UK.
She recently released her highly anticipated follow up single to “Mind Over Matter’. The single “Pretty Boy” is produced by none other than Kuizz Shah from Malaysia who began writing and producing at the age of nineteen. Kuizz has worked with award-winning artistes Mia Martina, Danny Fernandes, Kristinia Debarge with Los Angeles label Kurado Publishing.
Chaleeda has appeared in commercials for leading brands like Kit Kat and Cornetto.
Moots adds, “We manage the right balance of exposure, sometimes overexposure, so the brand wins at the end of the day without undermining the integrity and credibility of the brand ambassador. Because both their interests are not mutually exclusive. Our campaign strategists work with advertisers to ensure that when our biggest stars are part of a campaign journey, the brand itself is the key protagonist of the conversations.”