Homegrown-hiphop.zip Bootleg Book

Client

Year

2020

Scope

Research Editorial Design

Location

Vietnam

Industry

Homegrown-hiphop.zip Bootleg Book

Before launching his next nightlife venue, our client commissioned a strategic research into how hip hop in Vietnam has evolved and where it might go next.

Here's our 94-page footnote in a never-ending story.

Homegrown-hiphop.zip Bootleg Book

Before launching his next nightlife venue, our client commissioned a strategic research into how hip hop in Vietnam has evolved and where it might go next.

Here's our 94-page footnote in a never-ending story.

.zip refers to how hip hop came to Vietnam, in bootleg compressed files, and the unofficial nature of our book.

During the COVID-19 lockdown in Vietnam, Suboi jumped on 88 Rising's freestyle challenge and rapped about her baby and diapers. A few months prior, Datmaniac, a fellow artist from Vietnam, came on Yo MTV Raps and spit bars about his cats. (By cats we mean the domesticated animals and not the slang.)

This is what's refreshing about Vietnamese hip hop. When you're not expected to rap about gangs and bling, you can rap about anything.

A movie loosely based on rapper Wowy's life was banned. He wrote an open letter to the Prime Minister of Vietnam to reverse the decision.

Shortly after we went to print, the movie received a public release date.

If you're interested in the full research that informed the narrative of this book, or the book itself, download it here.

Cover: Symbol Matte Plus Premium White 350 gsm, glossy laminate
Paper Type: Canaletto Bianco 100 gsm
Symbol Matte Plus Premium White 130 gsm
Page Count: 94

If you're interested in the full research that informed the narrative of this book, or the book itself, download it here.

Cover: Symbol Matte Plus Premium White 350 gsm, glossy laminate
Paper Type: Canaletto Bianco 100 gsm
Symbol Matte Plus Premium White 130 gsm
Page Count: 94

SPECIAL THANKS

Live Print, Zunk Dunkare, Ben Huynh BigSouth Crew, Lin Li Piu Piu, Huy Nguyen Goodfellas, Boule Nguyen There VND Then, Suboi, Kiwi Phan, Mike Pham, Dan Nguyen DJ Demonslayer, Loi Xuan Ly BigSouth Crew, Peter Park, Chi Min, Mien Pham, Thuc Nguyen, Levi, Chris Huynh, Queen, Lex Long, and the internet for all the borrowed photography.

TEAM

Creative Director: Tuan Le
Associate Creative Director: Nick Hum
Copywriters: Tuan Le, Ly Tong
Graphic Designer: Trang Dinh
Sr Creative Strategist: Ly Tong
Researchers: Ly Tong, Tran N Nguyen, Trang Dinh, Alix
Gavalda, Andree Nguyen, Khoa Do, Tuan Dao, David Kaye
Account Director: Phuong Anh Nguyen
Account Manager: Huyen Vo
Account Executive: Khoa Do
Producer: Hanh Le