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Interview

88rising To Join ZoukOut 2017


A few weeks ago, 88rising was added to the ZoukOut 2017 line up. 

Known for creating internet sensations through the use of self-deprecating humour (spinning off Asian stereotypes in marketing campaigns), 88rising is not only one of the most relevant brands on a global scale, its work has also sparked discussions about race, identity and the treatment of hip hop and rap music (including the use of certain phrases and words, such as in Rich Chigga's Dat $tick) outside the African-American culture. 

88rising To Join ZoukOut 2017

by SAND Magazine

November 19, 2017


 

Read: Sorry Asians, my Blackness is Not Your Counterculture
Read: Rich Chigga and the Difficulties of Keeping It Real

 

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.

1 comment


  • Nice! 88 Rising is killing the game.

    Jazz on

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