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The Chang Beer brand has partnered with rapper and founder of MastaMic MastaMic, drummer Joey Lam, DJ Mirror and rapper Big Sammy to highlight the challenges faced by hip-hop artists in Asia. of the Urban Pulse campaign, conceptualized by Iris Singapore, Chang will organize a series of events for the group to play and promote themselves. The events started on Friday, July 13th in JinJuu and will continue until September 14th.
The Urban Pulse series watched a selection of cultural highlights for the Asian audience, forming the basis of events and content, following a major shift for the brand as a whole. The series started with the MMA fight but has since evolved into music, including a series with Vice on Vietnamese rappers.
Chang also launched a fashion collection and a documentary. The fashion collection includes three limited edition capsule collections that have been designed by MastaMic and are available for purchase via the MastaMic online store as well as some streetwear stores.
Shawn Foo, deputy creative director at Iris, said, "By working with Chang, we wanted to do something to elevate and celebrate the incredible dedication that Asian artisans have on the urban arts scene. world looks to the West, a new breed of artists emerges from the East.
"Artists who do not jostle our food with cheap stunts, but the real creators who had to combating cultural censorship, stereotypes and prejudices. "
Ronnie Teo, global marketing manager at Chang, said," As a brand, we want to showcase artists who embody the ardent passion of the world. They want to recognize the tacit link that they forge by encouraging each other to the top of their respective trades, as these values are an integral part of the Chang brand. "
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