Cipher’s first music collective goes online May 26th
Inspired by contemporary urban culture

CIPHER is an international urban-contemporary lifestyle brand offering high concept lifestyle products for an emerging class of global lifestyle connoisseurs. A lifestyle brand that embodies elements of contemporary art, music, film, design, urban culture and high fashion.
As mixtapes have gradually become an art form derived from urban culture, CIPHER uses this medium to express the dynamic worldview of an Asian metropolis. 10 artists with different styles and backgrounds have been asked to produce 10 tracks lasting 10 minutes; to realise the CIPHER MIXTAPE – inspired by Hong Kong, by Hong Kong-based artists.
CIPHER has teamed up with influential talents who have found inspiration in this greater metropolitan area. Artists include DJ Miss Yellow, The Good Fellas, DJ Ceet, Drafus, DJ Taku, AKW, Sushi Robot, Dirty Boneyard, Yao and DJ Enso. Hong Kong cultivates artists of international calibre, who have all chosen to pursue their creative
lives in this burgeoning global city. The CIPHER MIXTAPE is a celebration of this talent. Renowned photographer Laurent Segretier has contributed a visual storyboard to ‘Big City, Bright Lights’, using the Hong Kong landscape as his studio. By giving the artists the creative freedom to express their conceptual ideas, Laurent was able to capture a series of evocative images to accompany each artist’s narrative. The focus for this project is to express Hong Kong culture in a global context; the contrast, the inspiration and the diversity that exists in this dynamic city is intrinsic to this project. The conceptual ideas have allowed this story to unfold into an exciting and spontaneous representation of 10 artists and their lives. The result is a raw and visually stimulating display of different moods and perspectives in unexpected Hong Kong locations. All music and photography will be shared with the public through the CIPHE MIXTAPE website www.ciphermixtape.com launching on May 26th. Visitors to the website will be able to download all 10 mixtapes as they read the inspirations and view the photography.

“Big City, Bright Lights” is the first edition of an ongoing project from the CIPHER team
accentuating the ideas and passions of the brand, expanding the CIPHER into a lifestyle
experience that permeates music and the arts. The next editions will be in other
metropolitan cities where CIPHER seeks to build a community of people that share the
same passions.
Launch event: 26th May, 2010 from 7pm to 9pm @ brothers & sisters store (invite only).
www.cipherism.com. For more information, please contact: marika@cipherism.com or
Henry Temple – henry@cipherism.com – 2850 5509.
A selection of Laurent’s images, from left to right DJ Miss Yellow, Dirty Boneyard and DJ Enso.
High-resolution images of all artists are available on request, as well as behind the scenes.
Artists biography on request.
www.cipherism.com. For more information, please contact: marika@cipherism.com or Henry Temple
– henry@cipherism.com – 2850 5509.