Mixtape Volume 2.0
Company:
Urban Monkey India
Scope: Brand Strategy, Curation, Identity, Communication design
Scope: Brand Strategy, Curation, Identity, Communication design
Status:
Complete
CollTeam: Swejan Venkatesh, Donnel Joby, Ishita Parmar, Kaira Soni
CollTeam: Swejan Venkatesh, Donnel Joby, Ishita Parmar, Kaira Soni
Urban Monkey's Artist in Residence Initiative, curated by Vari0.us
Mixtape builds a sustainable ecosystem where artistic freedom meets accessibility through clothing and lifestyle products. Our intention is to inspire India's next generation to invest in and pursue artistic expression at a global scale.
Unlike traditional residencies confined to studio spaces, Mixtape integrates art directly into street culture, transforming artistic expression into wearable, accessible products that push the boundaries of how art is experienced. We've curated a diverse roster featuring both gallery-acclaimed street artists and emerging talents with profound potential. Through quality products with deeper narratives, we aim to empower not just the art scene, but inspire young audiences across India to embrace creativity as a way of life.
_CULTURAL FOUNDATIONS
Since 2016, Urban Monkey has fueled hip-hop culture by organizing cyphers, hosting events, booking recording sessions, sponsoring music videos, and supporting emerging rappers and producers. By 2023, we built India's first brand-sponsored skateboarding team with six athletes, offering grants for international competitions. Our roots run deep in streetwear, skateboarding, and hip-hop—the pillars of street culture.
In 2022, we launched India's first international brand collaboration with Playboy LA—a globally recognized name in lifestyle and streetwear—followed by partnerships with MTV and Royal Enfield. We also collaborated with performing hip-hop artists like Raftaar, Ranvijay, and India's first hip-hop label Gully Gang (founded by Divine).
Since 2016, Urban Monkey has fueled hip-hop culture by organizing cyphers, hosting events, booking recording sessions, sponsoring music videos, and supporting emerging rappers and producers. By 2023, we built India's first brand-sponsored skateboarding team with six athletes, offering grants for international competitions. Our roots run deep in streetwear, skateboarding, and hip-hop—the pillars of street culture.
In 2022, we launched India's first international brand collaboration with Playboy LA—a globally recognized name in lifestyle and streetwear—followed by partnerships with MTV and Royal Enfield. We also collaborated with performing hip-hop artists like Raftaar, Ranvijay, and India's first hip-hop label Gully Gang (founded by Divine).
_LEARNING THROUGH COLLABORATION
These collaborations revealed a pattern: Playboy, MTV, Royal Enfield, and performing artists all came with established audiences and massive fan bases.
But no brand was representing visual artists—the creators who spend countless hours figuring out how to translate their art into products and make it accessible to larger audiences.
That's why Mixtape was created.
These collaborations revealed a pattern: Playboy, MTV, Royal Enfield, and performing artists all came with established audiences and massive fan bases.
But no brand was representing visual artists—the creators who spend countless hours figuring out how to translate their art into products and make it accessible to larger audiences.
That's why Mixtape was created.
_MIXTAPE VOL. 1.0 | THE BEGINING
In 2021, we launched our artist residency with Doodle Mapuls, Homework Studio, Studio Sorted, and Okami. We discussed themes with artists who created illustrations specifically for the collection, compensated through a fixed fee model.
The collaboration was successful—some designs reached thousands of people. But we identified two critical improvements: eliminate the fixed remuneration model in favor of royalties, and curate from artists' existing catalogs rather than commissioning new work.
In 2021, we launched our artist residency with Doodle Mapuls, Homework Studio, Studio Sorted, and Okami. We discussed themes with artists who created illustrations specifically for the collection, compensated through a fixed fee model.
The collaboration was successful—some designs reached thousands of people. But we identified two critical improvements: eliminate the fixed remuneration model in favor of royalties, and curate from artists' existing catalogs rather than commissioning new work.
_SHARING OUR CANVAS
Mixtape Volume 2.0 is another pilot in our quest to discover the best way to collaborate with visual artists.
As a brand, we've optimized our supply chain over the years—our canvas of t-shirts and headwear—which allows us to create the best quality products. This canvas is what we want to share with artists.
Other brands license Marvel and DC characters. For us, these artists are our superheroes. We want our products represented by them, and us to represent them.
Mixtape Volume 2.0 is another pilot in our quest to discover the best way to collaborate with visual artists.
As a brand, we've optimized our supply chain over the years—our canvas of t-shirts and headwear—which allows us to create the best quality products. This canvas is what we want to share with artists.
Other brands license Marvel and DC characters. For us, these artists are our superheroes. We want our products represented by them, and us to represent them.
_VALIDATE THROUGH RESEARCH
These intentions were further validated through case studies like Nike's Artist in Residence, Uniqlo x MoMA, and Everpress. We analyzed each collaboration model and adapted elements relevant to optimizing our partnership with Indian artists.
These intentions were further validated through case studies like Nike's Artist in Residence, Uniqlo x MoMA, and Everpress. We analyzed each collaboration model and adapted elements relevant to optimizing our partnership with Indian artists.
Intention
01 | To share our canvas, and make art accessible to the corners of country.
Over the years, we have meticulously prepared our canvas—our t-shirts, headwear, and supply chain—establishing strong relationships with vendors who deliver quality products consistently.
Our mass reach extends into the corners of India—a vast and culturally diverse country—making art accessible and affordable through streetwear for audiences who might never step into a gallery.
This approach creates a meaningful connection between artists and our audience, empowering creators through wider recognition while inspiring India's youth to pursue creativity themselves. When artists see their work worn and celebrated across the country, and young people encounter art in their daily lives, both communities are transformed.
Over the years, we have meticulously prepared our canvas—our t-shirts, headwear, and supply chain—establishing strong relationships with vendors who deliver quality products consistently.
Our mass reach extends into the corners of India—a vast and culturally diverse country—making art accessible and affordable through streetwear for audiences who might never step into a gallery.
This approach creates a meaningful connection between artists and our audience, empowering creators through wider recognition while inspiring India's youth to pursue creativity themselves. When artists see their work worn and celebrated across the country, and young people encounter art in their daily lives, both communities are transformed.
02 | To represent India globally through Indian artistic talent.
As Urban Monkey expands globally, we intend to represent our country through the work of Indian artists.
After collaborating with global brands like Playboy and MTV, we've recognized our potential as a brand to spotlight India's creative richness rather than adopting external influences.
Our collaborations with established performing artists like Raftaar, Ranvijay, and Gully Gang—each with their dedicated following—have shown us the need to represent visual artists who remain undiscovered. We aim to showcase the underground culture that isn't yet exposed to the masses.
As Urban Monkey expands globally, we intend to represent our country through the work of Indian artists.
After collaborating with global brands like Playboy and MTV, we've recognized our potential as a brand to spotlight India's creative richness rather than adopting external influences.
Our collaborations with established performing artists like Raftaar, Ranvijay, and Gully Gang—each with their dedicated following—have shown us the need to represent visual artists who remain undiscovered. We aim to showcase the underground culture that isn't yet exposed to the masses.
03 | To create a sustainable collaboration model for artists.
By sharing our canvas and product design expertise with artists, we aim to elevate the benchmark for creative collaborations, offering our workflows, resources, and learnings to enrich the collaborative process.
Unlike traditional brand x artist collaborations that focus on marketing campaigns, Mixtape curates existing artworks adapted for our products in an UNLIMITED limited edition model. This approach allows us to scale up SKUs while creating a sustainable, royalty-based passive income stream for artists, simultaneously diversifying Urban Monkey's design language.
By sharing our canvas and product design expertise with artists, we aim to elevate the benchmark for creative collaborations, offering our workflows, resources, and learnings to enrich the collaborative process.
Unlike traditional brand x artist collaborations that focus on marketing campaigns, Mixtape curates existing artworks adapted for our products in an UNLIMITED limited edition model. This approach allows us to scale up SKUs while creating a sustainable, royalty-based passive income stream for artists, simultaneously diversifying Urban Monkey's design language.
Identity Design
CURATED ARTISTS
We requested multiple tags from artists, which we explored through various scales and application techniques. We asked them to keep these cryptic or form-based, presenting each artwork as a gallery piece—complete with a description and signature. This element of mystery aligns with Vari0.us’ approach, inviting viewers to discover more about the artist.
Beneath each cryptic piece, we mention the artist’s name and location, celebrating the diversity and beauty that exist across the country.
The intention was to inspire a child, somewhere in a different corner of India, to dream of becoming an artist one day.
LOCK UP
Can artist collaborations move beyond marketing campaigns to become systemic programs?
Communication Design
All Artist Turntables videos synced
MOEBIUS | NIKUNJ PATEL
A master animator who observes and understands how things move. Nikunj's background in animation makes him highly skilled at translating real-life experiences and feelings into artwork that explores the idea of motion. Beyond the screen, he has experimented across multiple mediums—sound, furniture, projection mapping—demonstrating a truly multidisciplinary approach to visual expression.
Studio Moebius is Nikunj Patel's multidisciplinary visual design practice based in Mumbai, India. Having started by creating identities and posters for India's independent music scene, his work quickly diversified into music videos, design campaigns, branding, stage visuals, installations, title sequences, and more. Founded in 2015 as a vessel for his explorations, Studio Moebius has since directed, produced, and managed design and motion projects for a diverse range of recognizable clients worldwide. His work spans editorial illustrations and looping artworks to animated films and projection mapping on palace facades.
A master animator who observes and understands how things move. Nikunj's background in animation makes him highly skilled at translating real-life experiences and feelings into artwork that explores the idea of motion. Beyond the screen, he has experimented across multiple mediums—sound, furniture, projection mapping—demonstrating a truly multidisciplinary approach to visual expression.
Studio Moebius is Nikunj Patel's multidisciplinary visual design practice based in Mumbai, India. Having started by creating identities and posters for India's independent music scene, his work quickly diversified into music videos, design campaigns, branding, stage visuals, installations, title sequences, and more. Founded in 2015 as a vessel for his explorations, Studio Moebius has since directed, produced, and managed design and motion projects for a diverse range of recognizable clients worldwide. His work spans editorial illustrations and looping artworks to animated films and projection mapping on palace facades.
OKAMI | SUSHMIT
The only artist we've collaborated with for the third time—partly because of how meticulously organized his files are. I first discovered his work on the way to town, past the Mahim creek: a gundam battling a fish, painted in 2019. That piece sparked my interest in his work and approach
A software engineer who illustrates Indian fantasies, Okami merges his obsession with Japanese manga art and gaming culture into an Indian context. His work explores the collision of past and future—where a fundamental and a mythological figure from ancient times exist in the same frame, fighting together.
OKAMI is a Mumbai-based visual artist whose work reflects the evolving interplay between tradition and technology. Shaped by the media landscape of the '90s and 2000s, his artistic vision is deeply informed by the transition from analog to digital—drawing inspiration from the aesthetics of early retro video games, hand-drawn anime, and the visual culture of a world rapidly digitizing. With a background in computing and technology, OKAMI approaches his practice with a structured, engineer's perspective, weaving functional forms and intricate tessellations into his character compositions. His work exists at the intersection of traditional artistry and retro-futurism, embracing both the organic and the mechanical to create a visual language that is both nostalgic and forward-looking.
The only artist we've collaborated with for the third time—partly because of how meticulously organized his files are. I first discovered his work on the way to town, past the Mahim creek: a gundam battling a fish, painted in 2019. That piece sparked my interest in his work and approach
A software engineer who illustrates Indian fantasies, Okami merges his obsession with Japanese manga art and gaming culture into an Indian context. His work explores the collision of past and future—where a fundamental and a mythological figure from ancient times exist in the same frame, fighting together.
OKAMI is a Mumbai-based visual artist whose work reflects the evolving interplay between tradition and technology. Shaped by the media landscape of the '90s and 2000s, his artistic vision is deeply informed by the transition from analog to digital—drawing inspiration from the aesthetics of early retro video games, hand-drawn anime, and the visual culture of a world rapidly digitizing. With a background in computing and technology, OKAMI approaches his practice with a structured, engineer's perspective, weaving functional forms and intricate tessellations into his character compositions. His work exists at the intersection of traditional artistry and retro-futurism, embracing both the organic and the mechanical to create a visual language that is both nostalgic and forward-looking.
BHAUKAL | RITAM MUKHERJEE
The underdog who interned with us. A highly skilled illustrator, graphic designer, and motion designer, we wanted to place him alongside the rest of the roster to build his segue into his artistic journey.
His work carries a sense of darkness, humor, and fun, while his skill and craft remain extremely serious—a result of dedicated practice and discipline.
Ritam Mukherjee is an animator and multi-disciplinary visual artist born in the town of Bally, Howrah, and currently based in Bangalore. Working independently as an artist since 2017, his passion lies in creating immersive visuals. His work is often an exploration of forms—sometimes futuristic, sometimes chaotic, and always thought-provoking. Drawn to the interplay between calm and chaos, he uses his art to bridge these two contrasting states.
The underdog who interned with us. A highly skilled illustrator, graphic designer, and motion designer, we wanted to place him alongside the rest of the roster to build his segue into his artistic journey.
His work carries a sense of darkness, humor, and fun, while his skill and craft remain extremely serious—a result of dedicated practice and discipline.
Ritam Mukherjee is an animator and multi-disciplinary visual artist born in the town of Bally, Howrah, and currently based in Bangalore. Working independently as an artist since 2017, his passion lies in creating immersive visuals. His work is often an exploration of forms—sometimes futuristic, sometimes chaotic, and always thought-provoking. Drawn to the interplay between calm and chaos, he uses his art to bridge these two contrasting states.
SCREENSEVA | PRAJJWAL
A systems thinker who has explored analog algorithms and shares our obsession with type. Screenseva showcases digital methods of illustration, thinking through mathematics, sound, and proportions—backed by a master's in brand design. His inclusion represents the future of Indian creativity within the digital realm.
Prajjwal is an eclectic designer, visual artist, and storyteller from Allahabad, India. While traveling across the country—not as a tourist but as a habitant through major cities—he has met different people and worked across different sectors. His creative journey blends graphic design, niche narratives, and an endless curiosity about the world around him. He immerses himself in niche obsessions—from space travel and mysticism to album cover art, Venn diagrams, and creating collections of collections. Prajjwal's work involves an ever-expanding exploration of tools, materials, and meaning, transforming these curiosities into compelling visual narratives.
A systems thinker who has explored analog algorithms and shares our obsession with type. Screenseva showcases digital methods of illustration, thinking through mathematics, sound, and proportions—backed by a master's in brand design. His inclusion represents the future of Indian creativity within the digital realm.
Prajjwal is an eclectic designer, visual artist, and storyteller from Allahabad, India. While traveling across the country—not as a tourist but as a habitant through major cities—he has met different people and worked across different sectors. His creative journey blends graphic design, niche narratives, and an endless curiosity about the world around him. He immerses himself in niche obsessions—from space travel and mysticism to album cover art, Venn diagrams, and creating collections of collections. Prajjwal's work involves an ever-expanding exploration of tools, materials, and meaning, transforming these curiosities into compelling visual narratives.
KHATRA
Hanif Qureshi's prodigy and arguably the best street artist in the country. If India had to be represented globally through visual art, it would be through him. His work spans from fine arts to streets, with some of the most provoking pieces created in the scene—one design was so provocative our legal team didn't allow us to produce it. His practice features extensive type explorations across numerous gallery shows, demonstrating a range that moves seamlessly between street culture and curated exhibitions.
Khatra is an urban contemporary artist whose work fuses typography, graffiti, and abstraction to create bold, concept-driven letterforms. A graduate of the Faculty of Fine Arts, M.S. University (2016), he has painted dynamic murals across India and internationally, often collaborating with St+art India Foundation. His practice blends digital sketches with street-inspired textures, evolving into precise, layered compositions rooted in graffiti's fluidity. At the 2018 Kochi Biennale's Pepper House Residency, he deepened his exploration of public art narratives.
Since 2017, Khatra has engaged with glitch aesthetics—using visual errors as metaphors for modern life—transforming everyday objects into fragmented typographic expressions. His studio work experiments with retro-reflective materials and street graphics, bridging structure and spontaneity through light, texture, and movement. He has collaborated with Gucci, Adidas, Levi's, Royal Enfield, Pepsi, and more. As one half of the duo Khatra & Do, his projects span global brands and platforms, with showcases at St+art India Foundation and Serendipity Arts Festival, advancing the language of contemporary muralism.
Hanif Qureshi's prodigy and arguably the best street artist in the country. If India had to be represented globally through visual art, it would be through him. His work spans from fine arts to streets, with some of the most provoking pieces created in the scene—one design was so provocative our legal team didn't allow us to produce it. His practice features extensive type explorations across numerous gallery shows, demonstrating a range that moves seamlessly between street culture and curated exhibitions.
Khatra is an urban contemporary artist whose work fuses typography, graffiti, and abstraction to create bold, concept-driven letterforms. A graduate of the Faculty of Fine Arts, M.S. University (2016), he has painted dynamic murals across India and internationally, often collaborating with St+art India Foundation. His practice blends digital sketches with street-inspired textures, evolving into precise, layered compositions rooted in graffiti's fluidity. At the 2018 Kochi Biennale's Pepper House Residency, he deepened his exploration of public art narratives.
Since 2017, Khatra has engaged with glitch aesthetics—using visual errors as metaphors for modern life—transforming everyday objects into fragmented typographic expressions. His studio work experiments with retro-reflective materials and street graphics, bridging structure and spontaneity through light, texture, and movement. He has collaborated with Gucci, Adidas, Levi's, Royal Enfield, Pepsi, and more. As one half of the duo Khatra & Do, his projects span global brands and platforms, with showcases at St+art India Foundation and Serendipity Arts Festival, advancing the language of contemporary muralism.
DO | NIKUNJ PRAJAPATI
An artist with multiple identities, each exploring a diverse aesthetic. One of his personas says "try try try" outside the skatepark—a playful challenge to traditional definitions of vandalism, calling for positive change and experimentation. Khatra and DO are a duo that usually work together, and they headlined this collaboration with us.
DO (Nikunj Prajapati) is a multidisciplinary urban artist based in Ahmedabad, known for his vibrant murals that transform walls into canvases across India, including Ahmedabad, Delhi, and Mumbai. His work has taken him internationally to cities including Stockholm, Colombo, Dubai, and Abu Dhabi. He creates thought-provoking and inspiring works that offer novel experiences, reflecting the energy and diversity of the city.
Drawing inspiration from science, nature, materials, people, and the world around him, his artistic style ranges from figurative and abstract forms to playful experimentation with diverse materials, including retro-reflective stickers (creating striking light effects at night), thermoplastic paint, and even PU foam. His self-proclaimed tag, 'TRYTRYTRY,' serves as his ethos—a commitment to social and environmental issues woven into his art. The recurring motif "treetreetree," rendered in vivid greens and moss, serves as a call to action for environmental protection.
He has collaborated with renowned brands such as Meta, Miral, Blossa, Noon.com, PayPal, Levi's, Gucci, Waste Warriors, and Pepsi. He has also partnered with social media giants like Instagram and Google for captivating event campaigns.
ROLL OUT
How can brands share their infrastructure to elevate emerging artists?
Unreleased
Reflections
Discovery Through Curation
Mixtape introduced us to the works and narratives of artists through their body of work in ways we hadn't experienced before. The curation process exposed us to not just the final pieces, but the stories, intentions, and contexts behind them. It reinforced our benchmark: for us, this isn't merely a graphic tee or headwear piece.
What matters is honesty—that the work was created for the love of creation and expression, rather than under the pressure of timelines or commercial goals. The intention behind each piece must be honest, real, and diverse.
Diversification Through Collaboration
Multiple artist aesthetics can coexist under one brand umbrella when unified by shared vision and intention rather than forced visual uniformity. This approach celebrates individuality while creating a cohesive narrative that represents the multiplicity of Indian creativity.
Accessibility Creates Impact
Making art wearable and affordable extends its reach beyond gallery walls, empowering both artists through recognition and audiences through inspiration. This exposure to the Indian art scene benefits not only us as a brand but extends to our audiences across the country, creating touchpoints between people and art that might never have existed otherwise.
Sharing Resources Elevates the Entire Community
By providing technical infrastructure, workflows, and manufacturing relationships to artists, brands can create meaningful collaborations that go beyond transactional relationships. When we share our canvas, we invest in the ecosystem that nurtures creativity.
The Path Forward
Our next step is to partner with galleries and create products around the exhibitions they're hosting—bridging the gap between temporary shows and lasting connections through wearable art.
The big hairy audacious goal? To work with the government and create products in collaboration with national museums and art collections, representing India's artistic heritage in a format that can travel, be worn, and inspire the next generation of creators.