Jeremy Tan is no stranger to organising large‐scale events – he counts Singapore Fashion Week and Tiffany & Co.’s regional gala as part of his portfolio. Last year, he took things to the next level, conceptualising and launching Singapore’s first all-inclusive street culture convention that brings together the art, toys, tattoo and fashion sectors, with local, regional and foreign artists and brands on board. Culture Cartel, Tan says, is a platform to spread greater awareness about street culture: “Street culture is multifaceted. It’s not just sneakers or brands.”
Getting Mercedes‐Benz on board as a sponsor was a huge coup: This was Asia’s first sub-culture event to be endorsed by a luxury car brand and Mercedes-Benz took the opportunity to collaborate with American street artist Joshua Vides to showcase its then‐newly‐launched A‐class.
This year’s Culture Cartel will be bigger and better, taking place from Dec 6 to 8, again at the F1 Pit Building. New York- based graffiti and street artist John “Crash” Matos, who has worked on campaigns for brands such as Absolut Vodka, Fender Guitars and Tumi, is one name to look out for.
Tan’s ultimate mission is for Culture Cartel to be a communal space where artists can come together to communicate, collaborate and create. He is also unyielding about the fact that Culture Cartel will always be based in Asia: “We were born out of Asia, and we will stay in Asia.”
Culture Cartel took home silver at this year’s MARKies Awards, given out by Marketing magazine to recognise innovative campaigns in Singapore’s marketing services industry. Tan says his tenacity has contributed to his success: “I want to be known as the guy who went up against all odds and succeeded. Hopefully, that will inspire people to think, ‘If Jeremy can do it, so can I.’”
Tan is wearing shirt and shorts by Mr P. at MR PORTER