Sometimes a brand's efforts to underwrite culture can come off as forced and unnatural, not unlike a 40-something person trying to slip in street slang to their everyday vocabulary. However, last week PSFK witnessed a strong example of how, with the right approach, emerging culture and an established brand can have a symbiotic relationship.

We were invited to experimental musician Bora Yoon's performance at the Allen Room performance space in New York's Time Warner Center. The event was sponsored by Samsung and no expense or detail was spared. The performance auditorium was the perfect setting, with the treetops of Central Park and Columbus Circle serving as a surreal backdrop to the music. Yoon performed to a full audience ranging from music aficionados and random tourists, to enthusiastic Korean media and well-heeled corporate executives from the brand.

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