Pleasure to host this one, as NiNE8Collective’s latest visual hits Offie Mag’s website before anywhere else.
These lot are doing a lot in London, maybe even the most, and whenever they release a new visual, new radio show, new track or whatever else, it’s always worth watching, listening to, wearing or whatever else.
Here, Nige, the latest rapper to emerge from the group, releases a debut visual truly within his own element, harnessing his soulful geezer self and rapping on top of a self-produced lofi house beat.
We’ve got that new track, POWR (Prince of Wales Road) and an interview with the North-West London artist right here…
You’re the latest rapper to emerge on our radar from the NiNe8 collective, tell us what it’s like to be a part of such a creative presence in London right now?
It is a very exciting time for all creatives in London at the moment, and probably has always been so, but I can definitely say it feels like we’re on the brink of something – be that more listeners, or a levelling up artistically with what we put out.
Day to day it’s just an extremely pleasant experience haha; we genuinely love each other and do our best to support one another with their projects as well as their own well-being.
The location of the video is clearly a huge part of this new release. Where was it shot and why’s this place so important to you?
The video was shot in MAP Studio Café in Kentish Town, where I grew up. It is where I recorded my first ever song in 2010, and a place where I have been working since 2016. MAP for me is a collective of other sorts, it stands for Music Art and Print, and I’ve been working closely with its founders, Chris Townsend and his cousin Oscar Verden, to make sure it remains an institution for creatives as well as pushing creativity forward.
We will be launching our latest clothing collection on the 5th December at the café, so the best way to understand the charm and beauty of the place, much better than I can describe, would be to come and see for yourself!
This is your debut release, have you spent a lot of time planning and plotting, or did this track just happen out of the blue?
This is a debut release in some respects, however, I’ve been putting out house music under the pseudonym Sukha sporadically for about a year now. A real milestone for that was working with YouTube channel EELF for their debut digital release on their label Say No More Records.
For Nige, this video is definitely a milestone as well. It conveys me to a tee and I have remained quite camera shy until now!
POWR doesn’t really fit into just one genre or one box, so where do you imagine it being played and enjoyed the most?
The song was something I produced and I checked to see afterwards whether the sample had been used, noticing that Heltah Skeltah flipped it for Leflaur Leflah Eshkoshka. So I started incorporating vocal chops from their track, didn’t really dig it, so thought why not write something myself for it? Never planned to voice themes of feminism and equality either, although I had spoken about Kentish Town on a previously unreleased track.
The song has been doing the rounds in our collective for a minute, and Russian independent label showed interest, however they weren’t super on board with the vocals, which without the song is your run-of-the-mill lofi house track. So eventually it came to be something for nine8, after Lava really liked it when I spat it for her at my house the day I wrote it.
You’ve got an evening in the studio ahead, what three things do you buy from the off-licence?
The song has been doing the rounds in our collective for a minute, and Russian independent label showed interest, however, they weren’t super on board with the vocals, which without the song is your run-of-the-mill lofi house track. So eventually it came to be something for NiNE8, after Lava really liked it when I spat it for her at my house the day I wrote it.
I think lofi house can be enjoyed at home, particularly for those who usually only listen to house when out partying or simply don’t like it all, because of the warmth and hip-hoppy elements that songs of the sub-genre possess. That’s why I felt it fitting to add a rap to it; it’s basically a crossover track that brought Nige and Sukha together, and where I can pull it off I love to do a bit of genre blending/bending.
Has to be American Spirit Blue tobacco, Dragon Stouts and fizzy laces.