Back in July 2016, a video was uploaded to YouTube called "Rappers React to Rich Brian ft. Ghostface Killah, Desiigner, Tory Lanez & More." For most of us, it was our first introduction to Rich Brian and a trailblazing new company named 88rising.
Since then, the self-described "hybrid management, record label, video production, and marketing company" has built an impressive roster of artists including Rich Brian, Joji, NIKI, Higher Brothers, AUGUST08, and Kieth Ape. With a goal of supporting and legitimizing Asian hip-hop, the company has had an impressive run of albums, music videos, and live shows over the last two years. Redefining traditional music business models, there had never been an entity quite like 88rising before.
"This project of love has artists from 8 different countries around the world, we are proud of that," 88rising wrote on Instagram before releasing their crew album Head In The Clouds on Thursday night. "We are also proud that we are repping Asia to the universe—it's wild to think back when we were growing up, something like us never existed. We are here now."
Head In The Clouds features each member of the 88rising crew as well as guest appearances from Playboi Carti, GoldLink, Yung Bans, 03 Greedo, Famous Dex, BlocBoy JB, Yung Pinch, Verbal, Vory, and Phum Viphurit. You can hear the album now on iTunes/Apple Music or via Spotify below.
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