Indonesian rapper and 88rising signee Rich Brian drops the empowering “Kids”

“Tell these Asian kids they could do what they want,” raps Jakarta-born Rich Brian in his Kanye-esque intonation over explosive, rapturous brass sections. “Everyone can make it don't matter where you from”: his message is full of fierce pride of his Southeast Asian heritage, and as with the label he's signed to, 88rising, brimming with enthusiasm for the next generation of artists from Asian backgrounds.

Having released tracks with 21 Savage, Offset and Playboi Carti as guests, Rich Brian is soaring high as hip hop's new golden child (the president of Indonesia even invited him over for tea and to see his new video). “I was recording the album in New York,” says Brian, “and when I wrote this song I remember feeling so inspired, and felt like I wanted to inspire others in the process, the energy in the room was so different, it was one of those songs where everything just came out and I didn’t have to try.”

“Kids” is accompanied by a gratifying video capturing the everyday hobbies and daily lives of people in Rich Brian's native Jakarta, shot by Sing J. Lee. “To me, ‘Kids’ is an anthem,” says Lee. “A victory song. For kids of both sides of the world, but it is also an anthem to the kid himself that two years ago took a leap of faith and travelled halfway across the world alone, with only his voice. This video is a homecoming of the Jakarta son. Brian transcends the expectations of each culture he lives in and brings them together into harmony, in a way everyone can understand, into something that sounds like hope.”