Adam Roseman’s firm – Fanstang (meaning a place for fans) – is enabling worldwide celebrities to connect with their fans living in China.
Given that Roseman has a familial background in Hollywood, he was able to establish the US-Chinese marketing firm together with a friend living in Hollywood and another in Shanghai. Social networking and video sites get content from Fanstang on Hollywood stars, giving access to fans in China to updates on the stars. Today it even boasts a Hollywood news slot on Dragon TV, Shanghai’s key provincial satellite TV network. The show gives viewers the most current US entertainment news, celebrity interviews and lifestyle content.
Roseman is working with various key players in both China and the US, including GM of Shanghai New Entertainment Media, Li Yong. He sets up meetings between US stars and Chinese fans. One of these took place a few months ago, featuring Miami Heat stars LeBron James and Dwyane Wade. During 2013, almost 10 fan meetings took place with Fanstang and Sohu (Chinese web company) along with other such events with Youku and Human TV. As well, it has brokered and arranged over $20m of endorsement deals for western celebrities and eastern athletes since 2012. The deals are large, ranging from $100,000 for an endorsement for a month to millions of dollars for deals over multiple years. This has been a true case of east-west business successful merging, with both the US and China equally benefiting.
With Adam Roseman’s initiative, Western stars have been able to increase their presence in China as they can now speak to their fans every single day. This makes them more real, and Fanstang has successfully created authentic US-Chinese star-fan relationships. Currently, the platform’s client list spans NBA, film, TV talent and more.
As Adam Roseman has explained, this is just the beginning.