Mothership releases quirky merch with urban artist Tobyato

Digital media company Mothership and Singaporean virtual and urban artist Toby Tan, better known as Tobyato, have collaborated on a new initiative called "The <Placeholder> Project by Mothership".  

The collaboration features merchandise designed by or in collaboration with young Singaporean artists. Of which, profits from the project will go directly to the artists and towards supporting Mothership's arts programmes and initiatives.

The collaboration with Tobyato is the first of many partnerships with other young Singaporean artists as part of "The <Placeholder> Project by Mothership".

Don't miss: Team SG partners graffiti artist to back local Olympians with Kampong Glam mural

According to Mothership, Tobyato was chosen as his designs are bold, quirky and playful. It added that his works resonates with many young Singaporeans. 

Tobyato had also shown interest in collaborating with Mothership on a project in the past too. 

Through this collaboration with Tobyato, Mothership will be launching a T-shirt in two different colours - midnight and sunrise. The back of the T-shirt features Mothership's logo and text which reads "Locally sourced", "Free range news" and "Any fresher you'll have to create the content yourself". 

"For me, what made sense about this collab were the parallels between how Mothership conveys news and how I treat my art. Art can but doesn't have to be hard to grasp or understand. Just like Mothership's news, it can be fun, enjoyable, and digestible for audiences," said Tobyato in a statement seen by MARKETING-INTERACTIVE. 

Subsequently, Mothership and Tobyato may release other kinds of merchandise, said Mothership. 

The initiative and the merchandise collaboration with Tobyato will be soft-launched this weekend at WATERBOMB SINGAPORE 2024. A public sale will follow after the event. 

Collaborations with local artists are getting more common nowadays. Last month, Team Singapore and Mediabrands Content Studio Singapore (MBCS) worked on a mural and campaign to honour athletes.

The dynamic mural, painted by a local graffiti artist Mohammad Azlan (or Ceno2), featured some of the athletes representing Singapore at the Olympics and Paralympics for Team Singapore.

The artists include archer Nur Syahidah Alim, sprinter Shanti Pereira, kitefoiler Maximilian Maeder, badminton player Loh Kean Yew and swimmer Yip Pin Xiu. 

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