Arthur and Tom Bray of Yeti Out

Yeti Out, the brand of twin brothers Arthur and Tom Bray, is an evolving movement that brings music, design, and art together to create a vibrant cultural force. What began as an experimental project during university has grown into a creative studio, booking agency, DJ collective, and record label with a radio arm. With roots in the East and West, Yeti Out thrives on breaking creative boundaries, fostering new talents, and creating unforgettable sonic experiences.

Yeti Out started as a university experiment that eventually transformed into a multifaceted creative platform. At its core, this group is about bridging cultures through music, events, and editorial projects. This vision is then brought about through record releases, parties, exhibitions, and screenings that bring together diverse communities, be it online or in person. 

Arthur and Tom have always surrounded themselves with music, an aspect of culture that would later be instrumental in their career endeavors. “Growing up in the transition from dial-up to high speed internet, alongside the birth of peer2peer download platforms like KaZaA meant we had all kinds of music at our fingertips. Surround yourself with this technology and some weird friends, and your playlist starts looking like a mix of Pendulum, Ja Rule, Children of Bodom, Paul Van Dyke, G-Unit, and Infected Mushrooms. We didn’t really question why we were listening to gangster rap, psy-trance, melodic death metal, and drum n' bass. It all seemed to make sense,” the duo shared when asked how their love for music began.  

Music has always been a universal language, and Yeti Out embraces this philosophy wholeheartedly. Fast forward to today, and they’re positioning themselves as a “borderless music label.” They believe in music's ability to go beyond geography, bringing people together from everywhere around the world. “Music isn't bound by post codes. It connects people from all over the globe. We're just doubling down on the importance of this,” Yeti Out remarked. 

Silk Road Sounds, their record label, encapsulates this vision by bridging Eastern and Western influences through sonic exploration—“a literal and figurative approach to how we collaborate with artists, often meeting them first at our parties or on tour.”

Some artists associated with the label include Closet Yi, Bohan Phoenix, YoungQueenz, Aristophanes, Chiu Pi, Roska, and Delf. Their collaborations span multiple genres, from electronic beats to hip-hop and grime, reflecting a fusion of cultures with sounds.

Beyond music, Yeti Out has been deeply embedded in the party scene, witnessing its transformation firsthand. One of the biggest shifts they’ve observed is the widespread documentation—attendees capturing every moment through photos and videos. While some say it takes away from the experience, Yeti Out still acknowledges the benefit of preserving these moments, especially for passion-driven events. “Some of these music events don't turn around a huge profit and are often organized from passion. Recently, a friend and promoter said jokingly, ‘Hopefully we'll look back, and it all makes sense later.’”

Although not trained in business, music, or fashion, Yeti Out has slowly yet steadily built a space for emerging artists. Their radio station, launched in downtown Hong Kong in 2020, serves as a platform for local DJs and musicians. What began as a venture for printing stickers, designing T-shirts, and hosting small club nights has evolved into a full-fledged community radio station. By providing opportunities and guidance, Yeti Out plays a crucial role in fostering creatives. They noted, “Surprisingly, things have kind of been working out, and maybe this will help others too?”

For Yeti Out, DJ-ing is more than just playing the tracks—it’s about sharing newly discovered sounds with audiences. Their ability to combine different genres—from drum and bass to metal and hip-hop—reflects their diverse upbringing. However, misconceptions about DJs persist—”That we either DJ on our laptop at the pub, at weddings or in Ibiza, all of which could be true and false,” they laughed.

Yet, Yeti Out defies these stereotypes by creating immersive and diverse experiences across different cultural landscapes.

Operating between Hong Kong and Shanghai, Arthur and Tom of Yeti Out manage their creative ventures across time zones. As brothers, they navigate the challenges of remote collaboration by maintaining a dynamic approach. Despite the geographical differences, their shared vision and commitment to the brand keep them connected, ensuring seamless coordination of events and projects.

Yeti Out’s impact extends beyond the underground music scene into high-profile collaborations. One of their recent partnerships was with Chanel for the brand’s 2024/2025 Cruise collection. Handed with the task of booking and curating music for the event, they embraced the challenge of blending the essence of the collection’s inspiration, Marseille, with the energy of Kowloon’s nightlife. 

Yeti Out described, “For us, we went with the notion that ‘If the 2025 cruise collection was an ode to Marseille, then Kowloon’s soundtrack into Paris nights bridged the fringes of blister and glamour.’ Hence, we created a bespoke set featuring local Hong Kong artists like 南洋派對 N.Y.P.D., Marseille rapper Jul, Shanghai creative mastermind Charity SsB, and Bla Varld from our label, which complemented the dance choreography by LA HORDE. It was a new challenge for us outside of the party/club realm, which required relearning pace and time, but extremely fulfilling. Yeti Out played the closing afterparty, where G-Dragon joined, as we shared his newly released single "POWER.”

Behind the scenes at the Chanel 2024/2025 Cruise show

When asked about their dream collaboration, Yeti Out keeps it simple—it’s to continue to work with friends and do what they love. “I think the dream is to do what you love with your people. It's already happening,” they declared. Despite their London roots, their experiences in Hong Kong and Shanghai present challenges due to varying audiences and creative restrictions. However, these obstacles fuel their determination to carve their own path, pushing boundaries with each new endeavor.

Their focus remains on creating meaningful cultural experiences with music, art, and community-driven projects that take them to different parts of the world, including the Philippines. Yeti Out has a deep appreciation for the Philippines, where they have played in Manila and Siargao. They also collaborated with local artists and collectives such as Manila Community Radio, Transit Records, and Black Market. They cherish the country’s hospitality, vibrant music scene, and sense of community and are looking forward to their next visit.

Yeti Out continues to progress, staying true to its ideology of cultural exchange and creative exploration. With an exciting lineup of projects, they remain at the cusp of music and art innovation, inspiring the next generation of artists and partygoers. Whether through record releases, international creative collaborations, or parties, Yeti Out further proves that, indeed, music knows no borders.

Photos courtesy of Yeti Out