i created the brand ‘yaung’ for a local rapper in 2022. now, i manage him as an artiste. this is our story.
yaung was twenty-three when i met him, and i was twenty-one. we loved the same type of rap, held the same adoration for hip-hop legends, and were both extremely passionate about music as a package: from visualisers to partners to the actual lyrics, everything came together to tell a story.
the first thing i remember about yaung was: damn, he has an amazing voice. and true to his nature, he prioritised perfection in his music, lyrics and messaging above anything else. he is an artiste first, everything else second. so i became the steer for his brand, and the rest was history.
i partnered with yaung when we had a total of nine followers across all social platforms – to build the brand with him. since then, he’s become the south east asian face for hennessy, worked with his dream car brand to specifically produce content focused on creative energy, performed his original songs to over three thousand people in and out of singapore, and appeared in multiple publications for his initial vision – a creative through and through, rapping about something larger than himself.
yaung for hennessy
we aligned yaung with a brand who wasn’t afraid to explore different dimensions of masculinity and craftsmanship. like the smoothness of premium cognac, yaung’s flow and dynamic nature of his discography aligned with his favourite brand – hennessy.
as the regional face for the brand and the regional act performer for key activations throughout the year, yaung and hennessy’s partnership was a strategic alignment of vision and the perfect support for music videos – where yaung took luxury and made it into an impactful narrative on performance – and for standing out as a male-oriented brand, where yaung’s unique style of rap created the opportunity for joint songs integrating the brand name within the actual body of music.
strategic partnership with hospitality and brand-names in the ecosystem
we chose to partner yaung with key players within the hospitality scene to re-introduce a new type of entertainment: live performances at hotel lobbies, special bars, or selected clubs within their establishment.
yaung raps with energy but prioritises class in his image and premium art in his visuals. overall, the artiste is a good fit for performances where the demographic is both eager to invest and to be entertained – people from the corporate world, award attendees, or even folks just there to have fun.
via strategic placements within performances, we also partnered yaung with brands such as gentle monster, mont blanc, christian louboutin, prada, dior and burberry to highlight how luxury and heritage can move – partnering with yaung via dressing or even integration into his music adds a new dimension of energy and creativity to brand-houses and hospitality institutions.
for specific case studies and partnerships, reach out yaung@worldsready.com
services rendered by athena, founder of aimer for @iamyaung:
360 branding, artiste management, negotiation, strategic partnerships, artiste concepts and all visual concepts.
watch yaung here | listen to yaung here. contact yaung@worldsready.com to share your story with a visionary (commissioned/private/public gigs).
AIMER 