[Excerpts from the event press release]
Music Aficionados Gather to Mark Launch of Special Edition Jazz Album from Jasmine Chen
Shanghai, January 19, 2013 – Jazz starlet Jasmine Chen’s latest musical creation, a reworking of classic Chinese New Year songs with a jazz & bossa nova twist, provided the perfect soundtrack for getting into the Spring Festival mood at an exclusive album launch party at private member’s club Kee Club.
This limited edition album represents a labour of love for local creative agency Pure, who were seeking an innovative way to celebrate the New Year with friends and clients in a way that makes the most of Shanghai’s style and energy. The result is a unique compilation that breathes new life and modern flair into some of China's timeless Spring Festival songs, which guests heard for the first time at the event.
“Simply sending out a Chinese New Year e-card to all of our contacts seemed to us a bit of a cop-out for an agency like ours,” explains Pure’s Creative Director Gary Tan. “In this way, we could show-off our services like design, gifting and events, while at the same time showing some appreciation to all of those who’ve supported us over the past year.”
There was also a feeling of an increasing danger of younger audiences losing interest in some of the older Chinese New Year melodies, and an imperative to both preserve and renew the relevance of these songs.
“There was also a nostalgic angle to doing this album,“ explains Tan. “These songs have been around for decades but more and more people are forgetting these kinds of works of art. So we worked with Jasmine to make sure we retained the character and charm of the original songs but also brought her own talent into the equation. What’s great is that we managed to find other people in Shanghai who felt the same way like Kee Club and THE VILLA, who supported the realization of the whole thing.”
At the launch event, Jasmine’s renowned dulcet vocals complimented Kee Club’s opulent settings, with an atmosphere evoking both a bygone era and optimism for the coming Year of the Snake. Dressed in a precision-cut deep v-neck sleeveless dress in burgundy from Yigal Azrouel supplied by THE VILLA Shanghai, the private performance was enjoyed by several well-known figures in Shanghai society including the Consul General of Brazil Ms. Ana Candida Perez. It proved an elegant and sophisticated opportunity to kick-off the New Year and a pleasant antidote to the imminent roar of firecrackers soon to begin.
爵士名伶陈胤希最新推出新春主题专辑「春之序」，五首经典的迎春歌曲由她温婉的演绎，与爵士bossa nova风格相融合，轻盈柔美的歌声为我们营造出春的气氛，让大家在优雅的私人会所KEE Club提前感受到春天的气息。
＂我们也是带着怀旧的心情去制作这张专辑的。＂陈亚富先生说。＂这些经过无数年代被传唱下来的歌曲，可以称得上中国歌曲的经典，遗憾的是它们已经渐渐被人们所遗忘。这次我们与陈胤希小姐的合作也是缘于她怀旧的风格，在保留了歌曲原汁原味精髓部分的基础上，她巧妙地融入现代音乐元素，让我们的听觉焕然一新。我们也很荣幸地遇到有着同样想法的KEE Club和THE VILLA，共同将此想法变成实现。＂
发布会上，陈胤希小姐轻柔而美妙的声音漫延全场，将优雅的KEE Club填满了新春的气息，嘉宾们在怀旧的歌声中迎接蛇年的到来。同时，此活动也邀请了上海各界名流，包括巴西驻上海领事馆领事 Ana Candida Perez女士。 陈胤希小姐身着Yigal Azrouel连衣裙由THE VILLA友情提供。
Here, the minds behind Pure collate their impromptu musings, random inspirations and epiphanies borne of the deepest meditation.