Sony-Kartel artist Alif and SonaOne will release a collaborative
single and music video on 26 October 2018. When Alif and SonaOne get together
on a song, the magic is, well, obvious. Between the both of them, the
multi-hyphenate rapper and rapper-producer have amassed enough awards and
accolades befitting their status as two of the biggest artists in Southeast
Asia. ‘Obvious’, is the first-ever proper collaboration between the two close
friends and Sony-Kartel signees and serves as a showcase of their infectious
collective chemistry as well as a testimony of each artist’s showstopping charms.
Jointly produced and written by Alif and SonaOne, Obviousreceived
world class mixing from Jimmy Cash at ChaChing Studios North Hollywood,
California and was mastered by two-time Grammy Nominee Chris Athens at Chris
Athens Masters Austin, Texas.
‘Obvious’ is significant for two main reasons: For one, it
marks the first official collaboration between the two artists. SonaOne’s
dashingly swaggering flow and Alif’s killer popinstincts unite in incredible
ways. The song is a glorious display of Asian talent pushing the envelope – and
itself – to create something remarkable.
But ‘Obvious’ isn’t just about style – the essence of the
track lies in its empowering message. “We initially wrote this song as an ode
to a woman's self-confidence. The more we explored the subject, we realised the
message was greater and applied to all walks of life”, Alif and SonaOne said of
the song’s context, adding that, “sometimes people get too caught up with what
people around them think that they forget to see what's in front of them, or
cant realise the little things about themselves that could seem obvious to
others”.
‘Obvious’ is a timely and timeless transmission. Together,
Alif and SonaOne have produced an antidote for insecurity, selfdoubt and
superficiality. The song’s uplifting power was also felt by its music video
director, Nasri Lian, who had this to say about how he approached its visual
treatment: “The lyrics of the track inspired me to treat it as gold, not just
another music video to fill up the shelves”. Inspired by the song, Lian sought to
bring out the best from its makers.
In ‘Obvious’, Alif and SonaOne are prophets of positivity in
a climate of distraction. You’ve heard it before but this time it’s true: This
is for the culture. ‘Obvious’ is now available for streaming and download on
all platforms.
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