MATT LUCERO AND TUAN ANDREW NGUYEN
REPRESENTING THE PROPELLER GROUP
HO CHI MINH CITY, VIETNAM & LOS ANGELES, UNITED STATES
• Artists Phunam Thúc Hà, Tuan Andrew Nguyen, and Matt Lucero formed the Propeller Group as a dynamic platform for ambitious collaborative projects in new media that often appropriate tactics of mass communications to challenge cultural norms.
• Not content with media representations of Vietnam, they created Viet Nam The World Tour, a guerilla-style rebranding campaign that involved collaborations with hip hop dancers, graffiti artists, and musicians.
• The Propeller Group also functions as the multimedia production company TPG, a regular collaborator with artists including Dinh Q. Lê and Superflex.
Artists and filmmakers Phunam, Matt Lucero, and Tuan Andrew Nguyen started the Propeller Group as a cross-disciplinary platform for creating art and media interventions that challenge and expand on how the public image is created inside the complex region of overlap between politics and advertising. Interested in how Vietnam as a nation became one of the most mediatized national identities in recent history, the Propeller Group began Viet Nam The World Tour in 2010 as a “rogue nation-rebranding campaign.” Turning strategies of nation branding upon themselves to question notions of nationalism, the project collaborates with youth culture and artistic pioneers networked to large international fan bases and communities to create a global movement and “ad campaign” that contradicts its own brand message. The Propeller Group has exhibited throughout North America, Europe, and Asia, including at the Solomon R. Guggenheim Museum and the Museum of Modern Art in New York City and the San Francisco Museum of Modern Art.