Miyashiro then used 88rising’s growing reputation to find offline success immediately, signing more artists and eventually pulling off sold-out tours in both Asia and the United States. Several months later, Miyashiro compounded this digital energy into a new channel (88rising’s official channel) with a video titled “Rappers React To Rich Brian.” This instant-viral hit brought old and new school rappers together to watch “Dat $tick”.
Miyashiro’s first signed artist was none other than Rich Brian, a YouTube meme-icon-turned-serious rapper who rose to fame after releasing a self-produced rap video in 2016, “Dat $tick”, that now has over 98 million views. He saw it as a hybrid label-production-marketing culturescape that could connect the East and the West, and a network that would thrive in both the old world (music concerts, tours) and the new world (digital production, streaming networks).Ĩ8rising has succeeded in doing this since the beginning. Specifically, Miyashiro never wanted 88rising to be another “label” or a hip-hop company that just “covered the culture” he wanted it to inspire ingenuity.
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