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Amidst all the hype and controversies, the label and its acts thrive in reinvention. In fact, 88rising's latest push Joji swims away from the obvious Asian references and catchy beats towards a more serious, introspective presentation of himself (shying away from his alter egos 'Pink Guy' and 'Filthy Frank')— producing songs that seemingly stem from how he feels about relationships and certain medical conditions.
The promotion of Asian music and culture in America isn't new. K-Pop stars like CL have attempted (and succeeded, albeit for a brief period of time) to break into the Western side. These approaches, however, were arguably stale and seen as conformity to a particular world's definition of culture and trends. 88rising, on the other hand, charged in with an entirely different set of strategy and provided alternative perspectives to what music and culture can be.
Apart from grooming its own acts, 88rising regularly features fellow Asian artistes such as Yaeji, Gentle Bones and MYRNE — presenting their all-embracing personality instead of subscribing to a by-invite-only system.
Catch 88rising in its full glamour at the 17th edition of ZoukOut, the pioneer and spearheader of the festival and dance music scene in the region.
• 8 December at Singapore's Siloso Beach, Sentosa.
• Our readers get to enjoy 10% off Day 1 passes here.