Shanghai Media Showcase

Elva's first album since her return to EMI Virgin Music – 3-Faced Elva, is officially released in Asia on 15 June 08. On 19 June, Elva was at Shanghai for the media showcase of her latest album.

The showcase was held at the grand ballroom of Shanghai’s Hyatt on the Bund hotel, making the event more magnificent. Elva performed the opening song “More More More”, which infused electric guitar into the music, and only Elva can take on such a bold new attempt.
As a fashionista, Elva said that because mix and match is in now, so she want to bring this style into her latest album: “If I had to do it, I might as well do it differently.” Besides carefully selecting 12 of the most popular melodies in Asia, she also boldly tried new music arrangements, to create her own music. “Elva pop infuses different music style seamlessly, and to let your ear and this album be in harmony too.”

For her first single “I’ll Be There”, Elva successfully expressed both her music thoughts and the meaning of the song. When she was preparing for the album, many people were still experiencing the aftermath of the earthquake. Even with a busy a schedule, she took time out for a charity show, being one of the first artistes to help raise money and bring well wishes to those affected. Besides donating RMB 50,000 towards the earthquake relief fund, she also recorded a song with Anson Hu, titled “Our Love” to encourage those who were affected by the earthquake. She said she will try her best to help them, and hoped that they can pick themselves up and face a better tomorrow.
3-Faced Elva has a complete concept, be it production wise or aesthetics wise. Through 3 different facets – Sincere, Independent and Courageous, the album brings out a variety of music genres and with an engaging drama script that accentuates Elva’s “E”xclusive style.

EMI has a lot of confidence in the quality of this album, having a 3-Nos strategy – no manipulation of sales, no comparison of sales, no return of album. Fans have responded positively to this strategy. At the new hits showcase, Elva fans gave her a cake and a huge banner to wish that the album sales will reach greater heights.
To commend Elva’s “Sincere, Independent and Courageous” – 3-Faced Elva spirit, EMI Music Chinese division Huang Wei Xiang arrived at the event to present a big gift: a specially made ELVA car worth more than RMB 10 million. This COWBOY (LED car) from Seven Media is the world’s first interactive media car and it’s the only car in China. In addition, this is the first time the COWBOY (LED car) is used by a celebrity for promotional event, showing Elva’s importance to the company.
EMI Music Chinese division Huang Wei Xiang said: “The release of 3-Faced Elva lets everyone sees a totally different and brand new Elva. Also, the company has put in a lot of effort in this album and believes that this is an album worth listening repeatedly. We hope that through this album we can encourage more sincere music productions.”
Huang and Elva started the car through a ceremonious car-starting ceremony. When the door is opened, the LED pole rises and forms a magnificent LED screen! According to sources, the company spent millions of dollars to book this car, after this ceremony, it will be seen in Shanghai in the near future. Elva’s latest music video will also been shown on the LED screen on the car!

　　
Photos from sina.com

Watch the media showcase here.

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