Have you heard the latest single by Indonesian rapper A. Nayaka? 'Orang Lain' is a boast of Southeast Asia's growing rap music talents. The hip-hop song features Malaysian singer-songwriter/producer SonaOne and Singaporean rapper YHB Sleepsalot. Two young talented female rappers from the Philippines - Fatheeha and Tiffany Lhei, also joined in for the song's remix.
All five artists are under the Southeast Asia (SEA) division of multinational hip-hop label Def Jam Recordings owned by Universal Music Group (UMG). In case you don't already know, Def Jam label housed hip-hop icons (past and present) such as Jay Z, Kanya West, Rihanna, Run-DMC, the Beastie Boys and Justin Bieber, among others.
The hip-hop culture has evolved into a global phenomenon since its humble beginnings in 1970s New York. It is an art form that has been adopted and adapted over time. Hip-hop music is now a major genre of popular music in the 21st century.
Image source via BBC
In Southeast Asia's multi-racial and multilingual population, many artists localise rap styles based on their cultures and have developed hip-hop communities of their own.
To support the vibrant hip-hop scene and growth of diverse talents, UMG had launched Def Jam Southeast Asia as a regionalisation strategy in 2019. UMG's expansion marks a historical day for Southeast Asia as it means the potentials and cultures of the region are finally getting noticed. The support of a powerhouse in the music industry also means greater exposure and accelerated growth for domestic artists.
Image source via vinyloftheday
Both rappers A.Nayaka and SonaOne were the first to be signed by the label, along with Malaysia's hip-hop veteran Joe Flizzow.
Image source via Ariel Nayaka Instagram
A.Nayaka's latest single 'Orang Lain', released in May 2021 is an example of Southeast Asian bilingual power.
After putting the collaborative song together, A.Nayaka chose to use his mother tongue instead as he felt that it was more fitting for the song's message even though all rappers are well versed in English.
"It correlates to the concept of 'orang lain' or other people. I used to make music mostly in English, but this time I stick with trap/hip-hop beats, trying to incorporate more Bahasa Indonesia. The point is, I am still me. That's kind of the main message. No matter how much you change, you are still you at your core." said the 26-year-old (Source: NME)
Image source via A.Nayaka "Orang Lain"
He shared in a Kosmo interview that the three countries' collaboration began with "No More" hit singer SonaOne sending the beats to him and YHB Sleepsalot. YHB Sleepsalot filled it with a verse, and A.Nayaka decided to combine them with his hook and rhymes to make a complete composition.
The Indonesian rapper added: "Mixing was done by Sona, while mastering was done by me with the help of a colleague. I made a single cover (cover art) with another friend, as well as the lyrics video. Actually, I am happy because not many third parties are involved in this project. It gives me the opportunity to be really involved in all aspects. Maybe this is the first project where I'm involved in almost everything."
"Orang Lain" narrates the 'positive side of change', especially when one is growing into another person that is a better version of themselves.
Aside from 19-year-old YHN Sleepsalot, two other young and promising Southeast Asia's hip-hop talent are involved in the song "Orang Lain". For the song's remix, A.Nayaka has recruited the voice of Filipino rappers – 17 years old Fatheeha and 14 years old Tiffany Lhei.
Check out the two female rappers own spin of the song, and you will know why they have also been signed with Def Jam Records Southeast Asia!
Hip-hop rapping artists in Southeast Asia are to be reckoned with!
There are less and less barriers in today's world, and music is a global language with the power to unite. Let's continue to show our support to the diverse talents in Southeast Asia and allow music to work its magic on cultural breakthroughs.
Cover photo credit: NME
