MILLI
Connecting music, gaming and new audiences
Modern Doberman began working with MILLI in mid-2025, supporting regional publicity for her album HEAVYWEIGHT. The engagement grew to include a partnership with esports organisation T1, bringing her music into a major gaming event during her first visit to South Korea. Our work continued with local publicity for the Singapore and Malaysia stops of her JAA EHH! Asia Tour in September 2026.
- Our role
- Regional music publicity · Partnership development · Tour publicity
- Markets
- Singapore · Indonesia · South Korea · Malaysia
Introducing HEAVYWEIGHT across the region
For the HEAVYWEIGHT campaign, we focused publicity efforts on Singapore, Indonesia and South Korea, developing opportunities to introduce MILLI and her new album to audiences in each market.
Highlights included a feature with Rolling Stone Korea and an appearance on Dingo’s Killing Verse, giving Korean audiences opportunities to discover both her story and her performance.
A connection through VALORANT
Alongside the album campaign, we identified a connection between MILLI and T1.
MILLI had performed ‘One Punch,’ the theme song for VALORANT Masters Bangkok—the tournament T1 went on to win. That shared connection provided a relevant starting point for bringing the artist and esports organisation together.
Modern Doberman connected MILLI with T1 for a special guest appearance at T1 Homeground 2025, the organisation’s annual flagship event at Inspire Arena. There, she joined a VALORANT show match alongside prominent gaming personalities including TenZ and xccurate.
Making room for the music
We negotiated opportunities for MILLI’s music and personality to feature alongside her participation in the show match.
An on-stage interview with the event’s emcee introduced her to the audience. The event also screened the music video for ‘Sick With It,’ featuring Japanese dance troupe AVANTGARDEY.
The appearance brought together a relevant gaming connection, an artist introduction and a showcase of her music within the same event. It also formed part of MILLI’s first visit to South Korea, preceding her later appearance on SHOW ME THE MONEY.
Continuing into live
In September 2026, Modern Doberman supported the Singapore and Malaysia shows of MILLI’s JAA EHH! Asia Tour as the local PR partner for both markets.
Our work drew media and creator attention to the shows, extending the relationship from album publicity and partnership development into support for her regional live performances.
Music PR across Asia
Explore our music PR and publicity services for release campaigns, tour publicity and regional media relations.