Republic Records: Kids & Family announced today they have entered into a partnership with internet-first animation studio Invisible Universe to create an array of original music projects starring the studio’s breakout social media sensation, Qai Qai (pronounced “Kway-kway”) . Inspired by Serena Willams’ daughter Olympia’s favorite doll, the quick-witted character with an affinity for music and dance has won over more than 5 million followers.
“Kids & Family is a natural extension of Republic Records and our goal always remains the same. It’s not about making ‘kids’ music, it’s about making great music accessible to all audiences. Qai Qai is a perfect example of this initiative,” commented Republic Records Founder & CEO Monte Lipman.
The team up has resulted in a new original song, “Dancing on the Moon,” produced by Grammy nominated and multi-platinum selling music producer and songwriter Johnny Goldstein, who has worked with The Black Eyed Peas, Shakira, John Legend, 30 Seconds to Mars and Flo Rida. Twelve-year-old Broadway sensation Sydney Elise Russell (The Lion King, Frozen) provides the singing voice of Qai Qai. The tune comes alive in an official animated music video, which premiered online today (watch it below).
“Olympia loved seeing Sydney Russell perform on Broadway in The Lion King and is so excited to listen to her sing as Qai Qai on the upcoming album,” said Williams. “Watching Invisible Universe and Republic Records: Kids & Family make this first song a reality has been amazing. Our family can’t wait to listen, sing along and dance to Qai Qai’s new music.”
Republic Records: Kids & Family SVP Bree Bowles added, “The alliance between Qai Qai and Republic Records: Kids & Family felt seamless from the beginning. Music discovery via social media is undeniable and given that Qai Qai found her audience on TikTok, implementing a music strategy for the brand presents an exciting opportunity. Sydney’s showstopping voice brought the music vision to life, and we’ve been able to craft something that can be enjoyed by the whole family with the support of some incredible producers and songwriters.”
Qai Qai was brought to life by Invisible Universe in partnership with Williams. The studio exploits a modern avenue to launch new animated brands by starting on social media, where the brands build audience and affinity, before they expand into other media. Qai Qai has built a loyal community of fans, with an engagement rate of 10% across social platforms, which the studio points out is more than double the typical engagement for top creators.
“Music truly resonates with Qai Qai’s audience and we see huge engagement on content featuring Qai Qai dancing or singing,” noted Tricia Biggio, Co-Founder & CEO of Invisible Universe. “The collaboration with Republic Records: Kids & Family and Johnny Goldstein feels like a natural evolution for the franchise and a way to more deeply engage Qai Qai’s massive community of fans. Qai Qai has broken boundaries on social media for years now and I can’t wait to watch her win a Grammy someday!”
Children and their guardians can find more Qai Qai content on TikTok, Instagram and YouTube.
