Rich Brian - Moved to Neumos

Rich Brian was a rap sensation before he even knew he wanted to be a musician, thanks to the success of a worldwide viral moment. It vaulted the young Indonesian rapper and Vine sensation into a certified rising star. He quickly confirmed he was more than a one-hit wonder with 2018’s Amen and 2019’s The Sailor. Both were released with 88Rising, and Brian established himself as an MC with something to say, a rapper with an artistic vision both singular and captivating. He went on global tours and sang songs from both albums to adoring fans. Then, he stepped away. He was ubiquitous for half a decade and then went quiet for nearly as long. A pandemic, a breakup, and a musical reset came like a rough ocean wave. Having learned to stay above water, he eventually emerged with a sonic masterclass, Where Is My Head? The project, which finds Brian redefining and cohering his artistic vision in a staggering way, is a sprawling tour de force. He’s making the most vulnerable and authentic art of his life, in turn deepening the connection with his ever growing army of devoted fans.

“The process of this album made me so much more sure about my decisions as a songwriter. Producing this album myself allowed me to be a lot more intentional with the creation of every song,” Brian explains. The arrangements across the project moves from alt-pop to psych and grunge to straight ahead head-banging rap, illustrating the Jakarta-born musician’s innate grasp for production. Brian decided to handle most of the performances himself, honing in on an analog sound thanks to his intense immersion learning to play synthesizers and keyboards. He worked solo not because he wanted to intentionally box anyone out, but because he couldn’t explain to others what he was hearing in his head. The initial sessions for what would become Where Is My Head? didn’t get very far. He tried working with some of his most trusted collaborators, but couldn’t explain the album he heard in his head. Brian had to do it himself. “That's when I realized, ‘Oh, I have my own sound that I need to make myself.’”

That style is evident throughout Where Is My Head?, like on first single “Little Ray of Light.” The vocals are pitch-shifted and layered, creating a melodic wall atop which kaleidoscope synths and twinkling keys tap dance. The song builds as an acoustic ballad, creating tension with a stirring string suite and some heady harmonies from Brian. It’s drumless, putting all the more emphasis on the singer’s vocals and lyrics. He more than delivers. Touching on a breakup and the hurt attached to something equal parts rupturing and necessary, Brian sings: “Sunshine, sun burns/ No I can’t unlearn/ The smile you lost when it’s over.”

The accompanying video is the perfect accent to the song and showcases another element of Brian’s creative vision. Every visual, the cover art, and all graphics related to the album come directly from Brian. The “Little Ray of Light” clip features a heady meta-narrative and big screen-worthy cinematography. Brian plays conductor and heartbroken protagonist, giving the song new meaning in this exciting medium.

Elsewhere, on “Butterfly,” Brian toys with arpeggiated synths, the tinny perfection of trap hi hats, and rumbling 808 accents. Brian’s voice drips with the woozy swag of a perfectly applied vocoder, giving the triplet flow he employs a surreal, almost chopped n screwed appeal. It’s a small detail, but it’s the sort of moment Rich Brian agonized over that makes Where Is My Head? his strongest work to date.

The album’s emotional and spiritual centerpiece is the stunning six and a half minute opus “Timezones,” the sort of track that only comes along once in a long, long while. Brian wrote the song over the course of an entire week, circling back on verses and refining drafts until the song was perfect. Over a shuffling drum groove and warped psychedelic synths, Brian turns in the strongest bar-for-bar performance of his entire career. “This song is a love letter to my childhood internet friends and the people I met on the internet,” Brian explains. It’s an ode to his beginnings, a riff on the origin story. “These people really affected my life, even without ever meeting in person. There’s something special about that.”

Brian’s perspective on the album took a twist when he found himself in a chance conversation with Tyler, The Creator and André 3000. André offered some insight about releasing new music. Brian remembers him talking about, “That feeling of dropping something after not doing it for a couple years…You get a chance to be new again. As an artist, you don't usually get that chance.” So, Rich Brian approached the Where Is My Head? era as a new beginning. It’s a defining statement in a career that has been filled with them.

With this fresh start, Rich Brian’s definition of success now means something different than ever before. He’s had the hits. Now? He wants something more. “My priorities have changed so much throughout the past couple of years. I think back to when I was starting and everything was going up,” he explains. “I wanted to see how far I could push it, to see if I could be the biggest star in Asia. I wanted to be that huge,” he explains. Now, his head is someplace else and it’s reflected in the title. “When your goal is to be the biggest artist there are a lot of shortcuts and compromises you can make with your art and sound.” As such, this is a document of mental clarity and self-growth—the reward that comes after years of pushing, interrogating, and learning. With Where Is My Head?, Brian has finally discovered himself.

“Now my priority is simple: How can I be the best artist I can, and push my skills to make the best art I can make?” he asks. “I’m focused on making the most authentic version of my art and seeing who’s gonna hop on for the ride.” It promises to be Rich Brian’s most exciting journey to date.