Iris Singapore launches the next iteration of its Urban Pulse platform for client Chang Beer

Iris is continuing its successful partnership with Chang Beer, with the launch of the second iteration of the highly-praised Urban Pulse platform. This year’s edition has at its heart a celebration of the stalwarts of the hip-hop scene who have shaped a unique urban cultural identity that is distinctly different from the streets elsewhere.

The 2018 Chang Urban Pulse platform has been launched to celebrate key pioneers in Vietnam – hip-hop originator Vietmax and his collaborators Wowy, Ha Le, DJ Slowz and SubyOne –  and their dedication to perfection.

This year’s edition will be a progressive iteration of the brand’s highly successful Chang Urban Pulse series of global events, and aims to bring to life Chang Beer’s philosophy of emphasising the small details in the pursuit of perfection.

Shawn Foo, Deputy Creative Director at Iris said, “Working with Chang we wanted to do something to elevate and celebrate the amazing dedication that Vietmax and his friends have to their underground scene. Whilst 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”

Partnering with VICE, Chang will pay special tribute to the close collaborative ties between Vietmax and his community of urban artists. The specially commissioned tribute will premiere on Friday 18th May. To commemorate the premiere, Iris has worked with Chang to run a series of five music events across Vietnam, each exclusively curated by Vietmax and Friends.

“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,” said Ronnie Teo, Head of Global Marketing at Chang.

At the same time, Chang will launch five fashion capsule collections which have been specially designed by Vietmax. Each of these collections is inspired by true stories – stories that tell of the deep kinship between Vietmax and each of his co-collaborators. These capsule collections will be available for sale online and in selected streetwear retail stores.

Credits –

Production House: Vice

Client: Chang Beer

Regional Marketing Manager: Kenny Tang