About
A group of operating companies, built around one thesis
The thesis
Brands are no longer built by campaigns. They're built by cultural operating systems that run continuously across craft, infrastructure, and IP. Catalyst Group exists to operate that full system — not pick one layer and call it the work.
How the group is structured
Four operating companies, one spectrum. Chaos Theory is culture — the record label and the entertainment arm. Catalyst is craft — social, influencer, events, campaigns. Catalyst Labs is the tech layer. Catalyst Group is the parent, underneath all of it.
Where we operate
Singapore
HQ — group operations, craft, tech
Dubai
Regional, client-facing
London
Label-side and publishing
Team distributed across Singapore, Malaysia, the UK, Europe, and North America. We hire for the work, not the postcode.
Selected clients
- Lenovo
- Microsoft
- Intel
- AMD
- Razer
- Corsair
How we work
Culture is upstream.
A piece of culture lands, and marketing that tries to ride it looks downstream. Chaos Theory is the group's culture layer for this reason — artists, releases, and entertainment partnerships that brands plug into, not around.
Gamefluence is the house lens.
Gaming communities are the most structurally honest audience in modern culture. They reward craft, notice inauthenticity, and move in public. Gamification-via-gaming shapes how we engage audiences for brands inside (and beyond) the gaming market.
Earned first, paid after.
Rock The Boat put 5M+ views on Singapore before a dollar of paid amplification. We optimise for the work earning attention; paid compounds what's already working.
We run our own stack.
Catalyst Labs is internal-first — community platforms, AI automation, workflow, productised tooling. We build the tech the craft and culture layers depend on, rather than buying MarTech positioning.
Working on something that could use culture, craft, and infrastructure in one place?