ramengvrl

ramengvrl

A young woman with short hair adorned with colorful hair clips, wearing a pink sweater decorated with small colorful embellishments, black leather pants, and shiny brown boots, posing against a plain white background.

Amplifying an Indonesian trailblazer’s voice on the global stage with a tailored media strategy that captured international attention.

Case Study: RAMENGVRL

Indonesia / Hip-Hop

RAMENGVRL arrived in Western press with a lot working against easy categorisation. An Indonesian rapper making music that deliberately pushed back against the expectations placed on women in her culture, she didn't fit neatly into any existing Western frame of reference. That was the whole point — and the challenge.

The campaign was built around that tension. Rather than softening the edges to make her more palatable to mainstream outlets, the pitching leaned into what made her distinct: the specificity of where she was coming from, and the directness of what she was saying with her music.

Over 50 placements followed. NME, Dazed, Paper, Hypebae, Clash, Metal, Line of Best Fit, Notion, Numéro — publications that don't cover artists out of obligation, but out of genuine interest. Total estimated reach exceeded 3 million across the campaign.

Press Highlights Include

Collage of various words and phrases in bold and regular font, including 'EUPHORIA,' 'PAPER,' 'NME,' 'NOTION,' 'hypblue,' 'DAZED,' 'EQUATE,' 'WORDPLAY,' 'CLASH,' 'Numéro,' 'trippin,' 'THE LINE of BEST FIT,' 'ASBO,' 'METAL,' 'NEW WAVE MAG,' and icons such as a globe with 'TRIPPIN' and symbols for watch.