Exploring the intersection of Asian and Western music through artist stories and 88rising's cultural milestones.

by: anusri saraf

88rising has emerged as a groundbreaking music company that bridges the gap between Asian and Western music cultures. Their efforts have created a platform for Asian artists to break into the Western market while staying true to their cultural roots.

This piece will focus on 88rising’s role in reshaping the music industry, with a spotlight on artist case studies, including Rich Brian, Jae Park, and NIKI. It will also explore cultural milestones such as the Shang-Chi and the Legend of the Ten Rings soundtrack and the Head in the Clouds albums and festivals, examining how these projects foster cross-cultural collaboration and redefine representation in music.

Background

Origins of 88rising

• Founded in 2015 by Sean Miyashiro, 88rising began as a digital platform to showcase Asian talent globally.
• Its mission: to create opportunities for Asian artists in an industry dominated by Western norms.

Historical Context

• Asian artists have historically faced barriers in breaking into Western markets due to stereotypes and underrepresentation.
• The rise of the internet and social media allowed more Asian artists to find a global audience, paving the way for companies like 88rising.

Strategies for Bridging the Gap

• Combines digital marketing with cultural authenticity to reach younger audiences.
• Prioritizes collaboration across genres and cultures.

Artists Breaking Boundaries

a series of case studies

From Viral Sensation to Global Hip-Hop Pioneer: Rich Brian

• Initially went viral with “Dat $tick,” a comedic yet catchy track that challenged stereotypes of Asian rappers.
• Transitioned to a respected artist with albums like Amen and The Sailor, featuring songs like “Yellow” that explore identity and introspection.
• Key songs: “Dat $tick,” “Yellow,” “100 Degrees.”

He’s been completely legitimized. He’s gone through a badge of honor in hip-hop multiple times in the past six months. We had the “Rappers React" video, and that was an important piece.

• Miyashiro, 88rising Founder on “Dat $tick” impact

Rich Brian produced “Dat $tick” in 2016 before being signed to 88rising, while he was still living in Indonesia. The success of this debut single, which followed much of traditional rap’s conventions, led to his signing with 88rising and moving to L.A. the following spring.

Rich Brian produced “Dat $tick” in 2016 before being signed to 88rising, while he was still living in Indonesia. The success of this debut single, which followed much of traditional rap’s conventions, led to his signing with 88rising and moving to L.A. the following spring.

In 2019, Rich Brian released “Yellow,” taking a much more introspective view and discussing the self-doubt he felt being an Asian artist. He also began to incorporate his own singing after being able to take the vocal lessons in L.A. he had dreamt about.

In 2019, Rich Brian released “Yellow,” taking a much more introspective view and discussing the self-doubt he felt being an Asian artist. He also began to incorporate his own singing after being able to take the vocal lessons in L.A. he had dreamt about.

*Don't fight the feeling 'cause I'm yellow (Yellow, yellow, yellow, yellow, yellow, yellow, yellow) Will I make it? Who the hell knows? (Hell knows, hell knows, hell knows, hell knows, hell knows, hell knows, hell knows)*

• Rich Brian, “Yellow”

As he became successful with the help of the label, he also pursued his dream of taking vocal lessons and expanding from rap to pieces with more vocals.

Rich Brian at the end of his performance of “Drive Safe” (2019) on A COLORS SHOW, “Every time you buy my album, I will use the money to get vocal lessons so I can sing better.”

Rich Brian at the end of his performance of “Drive Safe” (2019) on A COLORS SHOW, “Every time you buy my album, I will use the money to get vocal lessons so I can sing better.”

Rich Brian in a humorous response to praise on his vocals during “Shouldn’t, Couldn’t, Wouldn’t” from a later 2019 release, Head in the Clouds II.

Escaping Hallyu’s Industry: Jae Park, Jackson Wang, Kim Jonghyun

Jae Park (eaJ)

• Formerly a member of K-pop band Day6, Jae left the traditional Hallyu industry for more creative freedom.
  • Jae grew up in Southern California, spent time as a member of DAY6, and then returned to L.A. after starting collaboration with 88rising and terminating his exclusive contract with JYP.
• Found a platform at 88rising to explore new genres and themes, focusing on individuality and self-expression.
• Key releases: Recent solo tracks under 88rising, showcasing a blend of indie and alternative styles which contrast with his previous rock releases.

Jae’s 2021 release “mom cut fruit” highlights a common love language of Asian mothers: a plate of fruit already cut and ready for eating. The style of music closely matches his previous solo releases before collaborating with 88rising, like “50 proof,” but contrasts with the DAY6 musical style.

Jae’s 2021 release “mom cut fruit” highlights a common love language of Asian mothers: a plate of fruit already cut and ready for eating. The style of music closely matches his previous solo releases before collaborating with 88rising, like “50 proof,” but contrasts with the DAY6 musical style.

Jae in “DANCE DANCE” (2017) with DAY6.

Jae in “DANCE DANCE” (2017) with DAY6.

you made my worst days feel like sundays and cut fruit and mondays and cut fruit on tuesdays forgot to say thank you for Sundays and cut fruit

• eaJ, “mom cut fruit”

Jae’s solo release, “50 proof,” 2020, pre-88rising.

Jae’s solo release, “50 proof,” 2020, pre-88rising.