Old School Hip Hop Tour of China

1. FIREPROOF
OLD SCHOOL HIP HOP CONCERT & PARTY SERIES 2009

2. THE CONCEPT
A series of concert/parties featuring the Hip Hop artists
who made Hip Hop and dance music what it is today.
“Don’t know your past, don’t know your future.”
AT LEAST ONE ARTIST PER MONTH!
Confirmed:
Egyptian Lover
FIREPROOF
Newcleus
Debbie Deb
Freestyle
L.A. Dream Team
KRS-ONE
Sugar Hill Gang
Whodini
Biz Markie
Soul Sonic Force
Slick Rick
Trinere

3. FIREPROOF
THE TOUR
BEIJING • SHANGHAI • HONG KONG

4. T h e Egy p t i a n L o v e r
One of the most innovative producers of the old-school/electro era, Egyptian Lover’s Greg Broussard
recorded a parade of singles during the mid-’80s that proved influential for decades. In 1984, He
released the breakdancing anthem “Egypt, Egypt,” released on the Freak Beat label. Similar to
excellent tracks being produced all over America -- from Detroit (Cybotron) to New York (Mantronix)
-- “Egypt, Egypt” and successors “What Is a DJ If He Can’t Scratch,” “And My Beat Goes Boom,” and
“Computer Love (Sweet Dreams)” spent much time in DJ crates during the ‘80s and ‘90s.

5. Ne w c l e u s
In 1984 Newcleus released the all-time Hip-Hop and Electro classic, “Jam On It”. Adding another all-
time classic Electro song with “Computer Age (Push The Button)” and also a Breakbeat classic with
“Automan”, Newcleus has solidified their place in Hip Hop and Electro history as true innovators and
pioneers in the genres.

6. D e bbi e D e b
Debbie Deb is an American dance-pop singer, best known for 1980s freestyle dance classics such as “Lookout
Weekend” and “When I Hear Music”.

7. S l i c k Ri c k
Originally from South Wimbledon, London, England, he moved with his family to The Bronx in 1975 where he met Dana
Dane, later forming a hip hop duo as Kangol Crew. He is best known for a series of rap recordings during the 1980s,
including “Hey Young World”, “Children’s Story” and “La Di Da Di”, B-side of Doug E. Fresh single “The Show” (1985).
“La Di Da Di”, “Mona Lisa” and “Children’s Story” are among his best known songs, with “La Di Da Di” being covered
nearly word-for-word by Snoop Dogg on his 1993 album Doggystyle, and lines from “La Di Da Di” being borrowed by
multiple high profile artists. “Children’s Story” was sampled by Montell Jordan for his 1995 hit, “This Is How We Do It”,
and Everlast covered it for his album Eat at Whitey’s. Eminem also borrowed from the song extensively in his diss song
“Can-I-Bitch”. “Children’s Story” was also covered with similar lyrics by the MC duo Black Star on their 1998 album, Mos
Def and Talib Kweli are Black Star, as well as by Tricky on the album Nearly God, with the same name and lyrics.

8. Trinere
Trinere is a recording artist who had several major dance hits in the 1980s, and early 90s.
Upon the release of her first single, “All Night,” a Freestyle classic was instantly born and Trinere became the reigning
diva of the Miami Freestyle dance scene. Later that year, Trinere followed her success of her first single with “How Can
We Be Wrong,” and “Can’t Get Enough.”
In 1986, Trinere released several other tracks which would become classic Freestyle anthems: “I Know You Love Me”,
“They’re Playing Our Song”, and “I’ll Be All You Ever Need”. All of them still receiving radio air-play today. This is why
Trinere is still the reigning Diva of Freestyle dance music

9. Freestyle
Emerging out of the deep depths of space from a musical dimension, light years away, comes Freestyle Evolution,
the pioneers and legends of Electro-Funk-Hip Hop which is the synthesis that spawned a new genre of music today
best known as Freestyle . This form of music acquired its title and identity from the group’s original name FREESTYLE.
These forefathers of this genre, gained worldwide acclaim with their classic dance hits “Don’t Stop the Rock” and
“It’s Automatic.” Converting into believers many industry skeptics who once shunned the hi-tech style of music. Now
Freestyle Evolution returns on a mission to once again, inundate airwaves and dance floors throughout the universe.

10. L . A . D r e a m Te a m
The LA Dream Team were a hip-hop group based in Los Angeles, California, active 1985-1989, 1993, and 1996. They
are known for being one of the early hip-hop acts on the West Coast and one of the pioneers of the West Coast elec-
tro-hop scene.
Rudy Pardee, a Cleveland native, and Los Angeles’ Chris Wilson formed the L.A. Dream Team in the early ‘80s.
Enterprising and resourceful, the duo formed their own label, Dream Team Records, that would go on to issue not only
Dream Team records, but other early California rap as well, including the first single from J.J. Fad. The group’s electro
classics include “The Dream Team Is in the House” and “Rockberry Jam.”

11. Soul Sonic Force
In 1982, Afrika Bambaataa and Soulsonic Force, which originally consisted of approximately twenty Zulu Nation
members, dropped the live band to go high-tech. He was provided an eerie keyboard hook from Kraftwerk’s “Trans-
Europe Express”, as well as portions from records by Ennio Morricone and Captain Sky and was provided an electronic
“beat-box” by producer Arthur Baker and synthesizer player John Robie. That resulted in a pop hit “Planet Rock”,
which went to gold status and generated an entire school of “electro-boogie” rap and dance music. It influenced
many styles of electronic and dance music, e.g. freestyle music, house music and techno music.

12. W h o di n i
Coming out of the fertile early-’80s New York rap scene, Whodini were one of the first rap groups to add a straight R&B
twist to their music, thus laying the groundwork for the new jack swing movement. The group consisted of rappers Jalil
Hutchins and John “Ecstasy” Fletcher, adding legendary DJ Drew “Grandmaster Dee” Carter, known for being able
to scratch records with nearly every part of his body, in 1986. Whodini made its name with good-humored songs like
“Magic’s Wand” (the first rap song to feature an accompanying video), “The Haunted House of Rock” (a rewrite of
“Monster Mash”), and “Freaks Come Out at Night,” and their live shows were the first rap concerts to feature official
dancers (U.T.F.O. members Doctor Ice and Kangol Kid).

13. KRS-One
KRS-One (born Lawrence Parker on August 20, 1965 in Park Slope, Brooklyn, New York) is an American hip-hop MC.
Over his career he has been known by several pseudonyms, including Kris Parker, KRS One, KRS-ONE (as given at his
site), The Blastmaster and The Teacha. KRS-One is an acronym for “‘K’nowledge ‘R’eigns ‘S’upreme ‘O’ver ‘N’early
‘E’veryone”. KRS One is a significant figure in the hip hop community and is often referenced in works by other hip hop
artists and critics as being the ‘essence’ of an MC and one of the greatest to ever hold the mic.

14. Biz Markie
Old School hero, Juice Crew member and Comedy Rap pioneer, “The Diabolical” Biz Markie is hip-hop’s original class
clown and all-around nut. His conversational flows, random moaning, exceptional beatboxing and comical sub-
ject matter have delighted listeners since 1986. With classic jams like “Make The Music With Your Mouth Biz,” “Pickin’
Boogers” and “ Vapors,” Biz established himself as a true emcee with a very original style. While other rappers focused
on self-promotion and bravado, Biz came with the humor, dropping casually hilarious verses over Marley Marl’s con-
sistently funky beats. Although he hasn’t released an LP in quite some time, Biz is still in action, working with artists like
the Beastie Boys and lending his charismatic magic when needed. His timeless hits still rock a party with ease, and no
self-respecting hip-hop fan can front on the man’s legacy. As he put it himself in 1987, “Nobody Beats The Biz.”

15. Sugar Hill Gang
This pioneering group inaugurated the recorded history of hip-hop with their single “Rapper’s Delight”, a multi-
platinum seller and radio hit in 1980. It is also responsible for the popular singles “Apache” and “Eighth Wonder” as
well as “Showdown.”

16. EXAMPLES OF TOUR WEBSITES
WEBSITES
Branded websites will be established to:
• Introduce the Artists • Provide Tour Schedule • Create an Online Community• Provide News in Photos, Text and Video
• Video Content • Sell World Tour Merchandise and Performance Tickets • Viral Possibilities • DATABASE OF FANS

17. ONLINE PARTNERS
FIREPROOF
FIREPROOF
Partnerships with MySpace.cn and Youku.com will insure that the World Tour content will be
featured prominently. Over 13 million of the daily unique visitors of these two websites alone
will be exposed to the World Tour and its content.

18. LIVE VIDEO STREAMING OF CONCERTS
Whenever possible, every performance will be streamed live on the internet and will be made available for online
viewing afterwards across all platforms.
The live concert videos can be embedded into any website and can even be seen on web-enabled mobile
devices. Live chat is also possible.

19. MERCHANDISING
FIREPROOF FIREPROOF
FIREPROOF
BAGS
DVD & CD
T-SHIRTS

20. SOCIAL NETWORKING
Tour, TV Show and Film pages will be created on social networking websites to foster communities of Tour
fans and create “buzz” that is spread between peers connected to each other through these networks.
Participating artists will be encouraged to promote the Tour, TV Show and Film on their own blogs, social
networking pages or set up a blog or social networking page, if they have not already done so.
All Tour related content will be “sharing enabled,”
meaning that with one “click,” a user can share
interesting information, photos or video with his or
her entire social network, no matter which social
networking website they belong to.

21. NETWORKING - Using websites to spread the news.
FIREPROOF

22. PRINT PARTNERS
Ads plus editorial in magazines catering to foreigners and Chinese special interest magazines.

23. RADIO PARTNERS
Hit FM is an English top 40 music radio station in Beijing at 88.7 FM which is
owned and operated by China Radio International.
POP 101 is a pop music radio station in Shanghai at 101.7 FM. It is owned
and operated by Shanghai Media Group
We will have editorial and ads running.

24. KEY DEMOGRAPHIC
An upwardly mobile middle class who define themselves through personal taste.
18-35 Young Chinese Professionals
They are Brand conscious and highly social show offs.
Vanity is their currency.
They are ‘key influencers.
They are Ambitious, Desirable and Trendy.
They are more likely to travel.
Educated.
They are proud to be Chinese but they accept western lifestyle and consumption culture.
“They are the most sought after social class in the world today.”
Statistics
Average age: 26 years old
Disposable income of 5000 RMB per month and above
A 60/40 female skew.
80% are college educated.
They work in Fashion, Advertising, Technology, Finance and Banking
Average consumption patterns:
Entertainment 15%,
Clothes & Accessories 32%,
Food 33%,
Travel & Transportation 14%
Saving or Investment 6%.

25. EYEBALLS
Daily Video View (Peak) 107,149,596
Daily Unique Browsers 12,678,592
Daily Web Page Views (Peak) 139,137,012
PARTNERS Weekly Video View 641,850,851
Weekly Unique Browsers 53,882,010
Weekly Web Page Views 824,639,429
Estimated 500,000 Unique Vistors per Day
Registered Users 10,000,000+
Registered Users 95,000,000+
Active Registered Users 34,000,000
Daily Unique Browsers 1,100,000
Daily Web Page Views (Peak) 300,000,000+
VIRAL FEEDERS
Daily Video View (Peak) 100,000,000+
Daily Unique Browsers 10,000,000+
Daily Web Page Views (Peak) 120,000,000+
Weekly Unique Browsers 60,000,000+

26. FIREPROOF
SPONSORSHIP PACKAGES
Price Logo & Brand Insertion Promo Material Venue Presence
EXCLUSIVE BRANDING OF ALL VIDEO CONTENT
Branding of all marketing materials
Title Sponsor Branding of all Portals
- Branding of 3rd Party Portals (extent TBD)
1 availability Logo in Visual Effects at venue
350 000 RMB ALL Decoration Elements
TITLE SPONSOR
FIREPROOF Special Booth
EXCLUSIVITY Hostesses
Product Placement
Branding of Merchandising
Fan Database Access
Presenting Logo in SELECTED TYPES OF VIDEO Content
Sponsor Branding of all marketing materials
FIREPROOF
- 175 000 RMB Branding of all Portals
2 availability In partnership with Branding of 3rd Party Portals (extent TBD)
ALL Logo in Visual effects at venue
PRESENTING SPONSOR
& Decoration elements
XxXxX Special Booth
Product placement
Branding of Merchandising
Co-Sponsor Special Thanks to: Banner at events
- 60 000 RMB ALL Logo on all marketing materials
CO-SPONSOR
&
6 Maximum Branding (banners) in all Portals
XxXxX
Sponsor Distribution of samples in gift bags during the
- 15 000 RMB - - event.
Limited

27. Costs
Egyptian Lover $3,500 (2 Performers) + 2 flights ($2,000) + 2 Hotel Rooms/3 Nights ($360) + 3 Meals ($200) = $6,060
Newcleus $3,500 (3 Performers) + 3 flights ($3,000) + 3 Hotel Rooms/3 Nights ($540) + 3 Meals ($300) = $7,340
Debbie Deb $2,500 (2 Performers) + 2 flights ($2,000) + 2 Hotel Rooms/3 Nights ($360) + 3 Meals ($200) = $5,060
Freestyle $4,000 (4 Performers) + 4 flights ($4,000) + 4 Hotel Rooms/3 Nights ($720) + 3 Meals ($400) = $9,120
Trinere $5,000 (2 Performers) + 2 flights ($2,000) + 2 Hotel Rooms/3 Nights ($360) + 3 Meals ($200) = $7,560
L.A. Dream Team $2,000 (2 Performers) + 2 flights ($2,000) + 2 Hotel Rooms/3 Nights ($360) + 3 Meals ($200) = $4,560
Soul Sonic Force $5,000 (3 Performers) + 3 flights ($3,000) + 3 Hotel Rooms/3 Nights ($540) + 3 Meals ($300) = $8,840
Whodini $10,000 (3 Performers) + 3 flights ($3,000) + 3 Hotel Rooms/3 Nights ($540) + 3 Meals ($300) = $13,840
Biz Markie $10,000 (3 Performers) + 3 flights ($3,000) + 3 Hotel Rooms/3 Nights ($540) + 3 Meals ($300) = $13,840
KRS-One $10,000 (3 Performers) + 3 flights ($3,000) + 3 Hotel Rooms/3 Nights ($540) + 3 Meals ($300) = $13,840
Sugar Hill Gang $10,000 (3 Performers) + 3 flights ($3,000) + 3 Hotel Rooms/3 Nights ($540) + 3 Meals ($300) = $13,840
Slick Rick $10,000 (3 Performers) + 3 flights ($3,000) + 3 Hotel Rooms/3 Nights ($540) + 3 Meals ($300) = $13,840
TOTAL: $117,740 (805 142 RMB)
Production Fee payable to AD VALOREM INTERNATIONAL: 200 000 RMB

28. A B O U T A D VA LO R E M I N T E R N AT I O N A L
Ad Valorem International, is primarily an award-winning film and High Definition video production company.
We produce music videos, documentaries, TV shows, short films and action sports films and videos.
We’ve organized Europe-wide tours for some of our film projects as well as the parties to promote them.
On September 22nd, 2007 we created our first event in China, “One World. One Music.” These events are not
only fun and filled with beautiful people, they celebrate future music culture and share the best music that
the world outside of China has to offer.

29. For further information about the “FIREPROOF,” please contact:
Victor Muh
China +86/159.1105 6886