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News & Publications

2012-02-28

YesStyle sponsors David Choi’s "Missing Piece" music video

YesStyle, the leading online fashion retailer, recently sponsored the official music video of "Missing Piece", the fifth track from YouTube singer-songwriter David Choi's newest album "Forever and Ever". David is one of several Asian American artists that YesStyle supports as part of its mission to promote Asian talent and creativity. The music video features David and his co-star Ellen Wong wearing several YesStyle Exclusives brands available on YesStyle.com and at the YesStyle Store in San Francisco, California. The production set of the music video also features items from iswas, a Korean lifestyle brand popular with YesStyle customers.

Released in October 2011, "Forever and Ever" features 12 new and original tracks written, performed and produced by David himself. "Missing Piece" is the first song from the album to receive an official music video, and is directed by Ross Ching, who has also worked with Clara C, another YouTube singer and musician who is part of YesStyle’s roster of sponsored artists. As of February 2012, YouTube ranks David Choi as the 18th most subscribed musician of all time, with 13.5 million channel views and more than 105 million total upload views.




25-year-old David is upbeat about the joint project with YesStyle, saying: "Making the music video for 'Missing Piece' would not have been possible without the help of YesStyle. Thank you, YesStyle, for not only supporting me throughout the years but also for having clothes that make me look good," said David.

YesStyle CEO and founder Joshua Lau shared David's enthusiasm. "We’re very proud of David’s accomplishments and his continued success as one of the most popular Asian-American artists today," he expressed.

The launch of "Missing Piece" marks the third music video collaboration between YesStyle and David. YesStyle also provided support for the music videos of David's singles "That Girl" in 2010 and "By My Side" in 2011. Last year, the singer made a special visit to the YesStyle Store, with over 100 fans lining up to get autographs and take his photos.




The music video of "Missing Piece" will be launched on February 27. To celebrate its release, David is set to raffle off a US$200 YesStyle shopping coupon to one lucky fan.

The Korean version of his album "Forever and Ever" is also available at YesStyle’s sister site, YesAsia.com.


About David Choi
David Choi is a native Los Angeles singer-songwriter and producer. His original compositions have been heard on NBC, VH1, MTV, E!, Travel Channel, PBS, Food Network, as well as in various commercials. He has starred in and produced original music for several major online campaigns including Starburst Candies and the Addy Award-winning "Get That Look" campaign for JCPenney. David released his first album "Only You" in October 2008 and launched a second called "By My Side" in May 2010. His third album “Forever and Ever” came out last October 2011.
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