HILLARY: Chinese-Indonesian rapper Rich Brian is an international star that began on Vine.
And thanks to the Asian American label, 88Rising, home to singer Niki, rappers the Higher Brothers,
Internet comedian-turned-R&B star Joji and more, he’s sailed from meme to mainstream.
And it seems like they’re just getting started.
SEAN MIYASHIRO: We're rallying like a whole
continent of people, showing them that anybody can do anything.
HILLARY: That’s Sean Miyashiro who co-founded
88rising with Jaeson Ma when it was called CXSHXNLY, a music collective and management company.
The first artists were rapper Okasian,
electronic artist Josh Pan, battle rap veteran Dumbfoundead, and Brian Puspos, a singer and
choreographer for everyone from Justin Beiber to BTS.
But the company’s real ascension started in 2015 with Korean rapper Keith Ape’s
song, “It G Ma,” which means never forget me.
The breakout hit’s video featuring Keith and his crew has racked up over 67 millions views to-date.
HILLARY: But then, Keith was accused of cultural appropriation
and biting OG Maco’s “U Guessed It,” which dropped the year before.
HILLARY:The pair later settled their differences and Maco is now credited on “It G Ma.”
But the controversy only helped the song get bigger.
Dumbfoundead told Sean about the saga, and soon Keith joined 88rising too.
They put together an “It G Ma” remix with another viral music video featuring Dumbfoundead,
Father, Waka Flocka Flame, and A$AP Ferg.
HILLARY: Keith’s success helped 88rising
secure their first influx of cash from investors.
But the brand took on a whole new trajectory with Brian Imanuel.
Back in 2016, before he was called Rich Brian, he was a 16-year-old Vine star from Jakarta,
Indonesia who uploaded a video of himself in a pink polo and a fanny pack,
rapping under the name Rich Chigga.
HILLARY: “Dat $tick” went viral, Dombfoundead put Sean on and the teen quickly joined 88Rising’s team.
As the track grew, people realized
Chigga was a play on the combination of “chinese” and “nigga.”
It didn’t go well.
Brian, who learned English from YouTube,
seemed to finally understand the context of the word long after the song dropped
and vowed not to use it anymore--not even as his name.
RICH BRIAN: I was like if I have a song that
blows up and I’m this kid and I say the n-word would people be like, ‘Holy shit,
that kid is so cool and he said the N-word, I’ll think I’ll let it slide.’
That’s what I was thinking.
I was basically trying to make people kinda feel less sensitive to the word and just taking
the power out of that word.
Then, I realized I’m totally not in a position to do that, like I fucked up.
So I just don’t say it anymore.
HILLARY: An 88rising video featuring rappers
like 21 Savage, Tory Lanez, and Desiigner co-signing “Dat $tick” gave Brian even
more momentum.
And led to a remix featuring Ghostface Killah.
HILLARY: It didn’t take long for Brian to churn out more hits with 88rising.
SEAN MIYASHIRO: I was like, "Okay, well why don't we just make another song?"
And it just then came, "Who That Be" and then "Glow Like Dat."
And now Brian is the great hope of Asia.
HILLARY: Brian also picked up notable features
from 21 Savage on “Crisis” and “Gospel” featuring Keith Ape and XXXtentacion.
HILLARY: In 2018, Rich Brian became the first Asian artist to reach #1 on the iTunes hip-hop charts
with his debut album ‘Amen.’
But the road hasn’t always been easy.
SEAN MIYASHIRO: When it comes to getting on the radio, when it comes to getting on these playlists,
It's been challenging. I'll be straight-up.
And it's frustrating. I know our music is as good as 90 percent of the shit that's on there, let's be honest.
So, it just is what it is.
HILLARY: He toured across Asia and America with 88rising.
The company dropped their compilation
album ‘Head In The Clouds,’ coinciding with their music festival in Los Angeles the same year.
Now, Brian’s showing off his growth
on his sophomore album, ‘The Sailor,’ which features Joji, The RZA, and artist-producer
Bekon, whose production is all over Kendrick Lamar’s ‘Damn.’
The first single “Yellow” shocked fans thanks to his singing and lyrics about
coming to America at 17 to prove himself as an artist.
HILLARY: We talked to Brian about “Yellow” and he had this to say:
RICH BRIAN: I've never really touched on that topic before and I've never really talked about it.
It really just felt like it was the right time. I'm thinking a lot more of making what I personally like.
And I've always liked more melodic stuff but I've always been too scared to do it.
HILLARY: Brian also compares his experience
to fellow immigrant, 21 Savage, referencing both his arrest by U.S. Immigration & Customs Enforcement agents
and Savage’s choice to stop wearing jewelry.
HILLARY: On Brian’s second single, “Kids,”
he’s in full boom-bap rap-mode.
He reminisces about his come up and the music video reps his home country.
He’s even played the song for the Indonesian President.
HILLARY: Brian dedicates the song’s bridge to Sean and 88rising for helping him.
SEAN MIYASHIRO: When they hear that, everybody always like turns to me and they're like ...
Like it's like some emotional moment for everybody.
But yeah, Brian, that was really nice of him to do that.
HILLARY: He started his career making people laugh, but his music has seriously grown.
And now his songs and lyrics are inspiring other young Asians and immigrants to achieve their dreams.
RICH BRIAN: If I'd never signed with 88Rising, I feel like the huge difference would be,
I'm still gonna be as determined I'm still gonna have the same dream
but having so many people around me that have that same exact goal, it really makes me feel like I'm on the right track.
HILLARY: I’m Hillary with Genius News,
bringing you the meaning and the knowledge behind the music.
RICH BRIAN: My favorite lyric from the album? I'm tryna think.
There's a really raunchy one, '
Suck on her nipples like bon ape-tit.
You can't be too deep all the time!