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Project Lead: Hazel Tan
Supported by Anita Chand, Rachel Yeo
Design: Melvin Yeong
Photos: Gabriel Lee
In celebration of Record Store Day - an annual celebration of independent record shop culture and a nod to the brand’s unique place at the heart of subcultures and music for decades.
I programmed a Saturday of crate-digging, literary therapy, good music and company at the industrial-styled cafe, Chye Seng Huat Hardware.
Record Rally saw the debut of #SLEEVEFACE; a collection of hilarious, striking and borderline provocative vinyl sleeve takes by vinyl junkie, local DJ and record store manager KiDG (Robin Chua). The photos featured optical illusions formed using vinyl sleeve artworks held up by a subject – a technique that has become an online phenomenon.
Record Rally also featured a marketplace made up of homegrown record store owners and labels; Choice Cuts Goods + Coffee, Hear Records, KittyWu Records & The Analog Vault, and a Book & Zine Club by independent book store BooksActually & risograph studio Knuckles & Notch.
Developed additional pre-event collateral including The Track List - a fold out map and guide on record stores in Singapore.
We commissioned local illustrator Speak Cryptic for an exclusive 12” tote bag whose main inspiration was The Ramones. The bags were given complimentary with every purchase made at any of our seven record store partners during the month of April, as well as at Record Rally.