Beer brand Chang has partnered with rapper and founder of Masta & Co Hip-Hop Collective MastaMic, drummer Joey Lam, DJ Mirror and rapper Big Sammy to highlight the struggles faced by hip-hop artists in Asia.
As part of the Urban Pulse campaign, conceptualised by Iris Singapore, Chang will organise a series of events for the band to play and promote themselves. The events began on Friday, 13th July at JinJuu and will run until 14 September.
The Urban Pulse series has looked at a selection of cultural points for the Asian audience, forming the basis for events and content, following a major shift for the brand overall. The series started with MMA fighting but has since moved to music, including a series with Vice about Vietnamese rappers.
Chang has further launched a fashion collection and a documentary. The fashion collection includes three limited-edition capsule collections which have been designed by MastaMic and are available to buy via MastaMic’s online store as well as selected streetwear retail stores.
Shawn Foo, deputy creative director at Iris, said: “Working with Chang, we wanted to do something to elevate and celebrate the amazing dedication that Asian craftsmen are having on the urban art scene. While everyone is looking to the west, a new breed of artist is emerging from the east.
"Performers that aren’t hustling our feeds with cheap stunts. But true creatives who have had to fight censorship, stereotypes and cultural biases to stay true to their craft and are now getting the fame that they deserve.”
Ronnie Teo, head of global marketing at Chang said: “As a brand, we want to showcase artists who embody the fiery passion for excellence. We also want to recognise the unspoken bond that they forge as they encourage each other to the top of their respective crafts. After all, these values are integral to what the Chang brand stands for.”
