Iris Singapore and Chang Beer continue to shine the light on local Asian talent with Hong Kong events, fashion collection and documentary

Iris Singapore is continuing its work with Chang Beer on its Urban Pulse platform to track the development of hip-hop in Asia, with an exclusive film featuring MastaMic and his collaborative and events across Hong Kong.

With a focus on celebrating local talent in Asia, the brand will give a global stage to hip-hop originators MastaMic and his crew of collaborators, drummer Joey Lam, DJ Mirror and rapper Big Sammy through a series of events in Hong Kong. The events, which began on Friday, 13th July at JinJuu and are running until 14 September, aim to pay special tribute to the close collaborative ties between MastaMic and his community, as well as their collective dedication to their craft.

VIEW THE FILM

The partnership will also include three limited-edition fashion capsule collections which have been specially designed by MastaMic and will be available to buy via MastaMic’s online store as well as selected streetwear retail stores.  

Each of these collections is inspired by true stories – stories that tell of the deep kinship between MastaMic and each of his co-collaborators. The 1st exclusive collection, Unwavering was inspired by MastaMic’s relationship with his team member Joey, and represents the unwavering support towards the artiste during the production of his music tracks.

Chang’s Urban Pulse platform celebrates the craftsmanship of these urban artists and aims to bring to life Chang Beer’s philosophy of Lamiat – which believes in emphasising the small details in the pursuit of perfection, elevated through closely-forged kinship. This philosophy is further ignited in the brand film, where the trio detail their journey and the hardships they have had to overcome in order to perfect their craft.

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.”

“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.

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