“There’s some fly Asian shit out there, but no one can tangibly give you an example,” says Sean Miyashiro, the founder of 88rising, a management and media production company that intends to fix just that. In fact, on September 28th, this rapidly expanding label is coming to Philadelphia with artists like Rich Brian, Joji, Higher Brothers, Keith Ape, and more.
In 2015, Sean Miyashiro, after leaving San Jose State University, started a music management company under the name of CXSHXNLY with the purpose of trying to represent not only Asian immigrants, but all immigrants. CXSHXNLY featured artists Okasion, Brian Puspos, Dumbfounded, and Josh Pan. A year later, the company uploaded its first YouTube video under a different name—88rising—and started working with artists such as Joji, Rich Brian (formerly known as Rich Ch*gga), and Higher Brothers. In their words, 88rising is "dedicated to celebrating global Asian culture."
With the viral (and controversial) release of Rich Brian’s “Dat $tick,” 88rising blew up. During the subsequent years, they toured both Asia and North America and, just a month ago, released Head in the Clouds, a compilation album with 17 tracks. Their "88 Degrees and Rising" tour will be in Philadelphia at the Filmore on September 28.
88rising is currently based in New York City, with additional offices in Los Angeles and Shanghai. Miyashiro describes it as “hybrid management, record label, video production and marketing company.” It’s more than just a record label, he asserts; it's a “media and video content focused company at heart.” In just a few years, 88rising has mastered the art of selling Asian artists to an American audience.
Though there are other similar companies like Zhong.tv, a media company targeted toward Chinese urban millennials, 88rising closely follows Internet–driven trends, making them especially appealing to a younger audience. For Asians in America, 88rising is a group that “creates an atmosphere for assimilation without marginalization,” in the words of Grant Wei (C ’20), an 88rising ambassador. “Through the lens of using hip hop to challenge inherent structural issues, it is a solid means to challenge the narrative that Asians somehow do not belong in the American entertainment industry.”
The production company’s main artists deconstruct the agency–manufactured expectations of Asian artists set by K–pop stars, shifting Western perceptions of Asian popular music to include more diverse musical expressions. The company approaches artistic development holistically, working with each artist to further their vision rather than attempting to fit them into the mold of a particular American market. As a result, 88rising has created an “East meets West pop culture” experience that has previously felt inaccessible to mainstream American audiences.
However, 88rising has also run into controvery. “Dat $tick” stirred up notable controversy, most prominently for the artist’s former name “Rich Ch*gga,” an offensive portmanteau that perpetuates the stereotype of “acting black”. Brian Imanuel eventually changed his professional name to Rich Brian and expressed regret about his former moniker.
Some also argue that 88rising doesn’t feature global Asian culture, but rather solely promotes Asian American hip hop artists, bringing to question what “global Asian culture” really means. In fact, in many ways, 88rising more actively produces music that reflects black culture, prompting the argument that 88rising is appropriating traditionally black music. Angie Lin (C '21), an 88rising ambassador and 34th Street writer, points out that “Asians in hip hop can be a bit of a gray area in terms of appropriation and appreciation.” Grant agrees that “88rising borrows from black culture in a way that makes it detached from its origins,” but argues that “hip hop has evolved quite a bit from its roots in the Bronx into a more global sensation.” The question, then, is whether or not 88rising gives due respect to those origins.
After the controversy, Miyashiro released a video called “Rappers React to Rich Ch*gga.” Despite conflicting public opinion, many of the rappers seemed immediately receptive. “This shit is fire,” said Meechy Darko. “I see the comedic side,” Cam’ron said, “but what he was spittin’ was dope. His flow was tough.” “That’s dope. That’s dope,” Coles said, even volunteering to do a remix with him.
Which is to say that, despite controversy, 88rising has influenced the music industry tremendously, bringing Asian artists into the music spotlight. Whether that is being done properly is up for debate. Regardless, 88rising's management “judiciously understands their place within the music industry and constantly rectifies their missteps,” according to Grant.
Sean Miyashiro adds, “There’s a universe of people and a universe of shit that we just love and want to showcase. That’s where it starts and begins for us and that’s why it works.”
