Indonesian singer Niki’s mission to empower young Asian artists under-represented in US music industry
Following in the footsteps of fellow Jakarta native Rich Brian (formerly Rich Chigga), R&B singer Nicole Zefanya is using her rising profile to break through the bamboo glass ceiling. She is the female face of record label 88rising
Growing up in Indonesia, singer-producer Nicole Zefanya never imagined it would be possible to have a music career in the United States. “I always had the mindset I wasn’t going to make it because I’m Asian – and no Asians ever make it,” she says.
But the impossible happened. Today the 19-year-old, who performs under the name Niki, finds herself living in Los Angeles and serving as the female face of 88rising, the media company that also manages breakthrough Asian hip-hop acts such as Rich Brian (formerly known as Rich Chigga), Higher Brothers, Keith Ape and Joji.
Towards the end of May, Niki released her debut album “Zephyr”. It consists of eight R&B-infused tracks that showcase her smooth falsetto and soulful voice, layered over distinctive synthesisers and deep drums. She performed and largely produced every track herself.
Zefanya’s new-found confidence was born of being introduced to 88rising last year. While in Indonesia, Zefanya created a track called See U Never with local producers and passed it to Rich Brian, a friend and fellow Jakarta native. He gave the track to his manager, 88rising CEO Sean Miyashiro. It was released as a single, and Niki soon became part of the 88rising stable.
88rising has a guiding statement that Zefanya was introduced to when she signed on: “Asians have been under-represented and we know it.”
After relocating to the US, a country where Asian actors and musicians struggle for recognition, Zefanya says 88rising’s mission to change the underrepresentation of Asian artists inspired her to take action.
She likes to chat with her followers on Instagram, and says she often receives messages along the lines of: “I’m an Asian female trying to get through school. Seeing you put out music inspires me to keep pursuing what I’m passionate about.”
