selected work of chris yenn

Multidisciplinary creative director leading creative and content development for global campaigns at the intersection of music, brands, and entertainment.

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Road to FAM

Client: Future Asian Music, 88rising, Levi’s SEA

2024

Overview

Launch 88rising’s independent music platform Future Asian Music with a multi-city music showcase featuring the hottest emerging artists in Southeast Asia

Future Asian Music (FAM) is a new platform from record label 88rising dedicated to championing emerging and independent Asian artists from all around the world, offering distribution and unique content and performances opportunities to help the world take notice.

We needed a big splash to launch the brand, so we partnered with Levi’s SEA to create a multinational music showcase of the hottest artists in the region. The tour stopped at four different cities — Zack Tabudlo in Manila, Fariz Jabba in Singapore, Zmaera in Kuala Lumpur, and Ramengvrl in Jakarta — before every artist joined Thai rap superstar MILLI for a wild finale in Bangkok.

Our team was involved at every stage of activation, from developing the FAM identity to curating artists to producing the shows in partnership with Hypebeast SEA and Brite Panther.

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Role: Group Creative Director
88rising Creative Team: Tin Mai, Jesse Chow, Cynthia Guo
Brand Partners: Levi’s SEA, Chang Beer, CP Group, Cloud11
Concert Production (SEA): Hypebeast SEA
Concert Production (Bangkok): Brite Panther
Content: Sean Matsuyama, Joe D’Aleo, Justin Tan

Mini Documentaries

As our tour traveled throughout Southeast Asia, we crafted mini-documentaries for each city and artist in the Road to FAM campaign, highlighting the sights, sounds and textures that shaped our artists’s voices.

Visual Identity

Photography