Interview
Keeping it raw with Rapper Big Deal
“Great music is either strongly loved or hated. It sparks conversations, while everything else comes and goes.”
When we started LiFTED three years ago, we had one main mission - to spread the news about Asian Hip Hop in an organic way, from India to The Philippines; from Mongolia to Indonesia. Big and small, established and emerging - we have tried to cover MCs from the whole region with only one common denominator, they are doing something fresh!
This month’s cover hails from one of the hottest Rap scenes anywhere, India. But Rapper Big Deal isn’t repping the Hindi language Gully Rap scene from western India, he’s the king of the East, hailing from Odisha. He rhymes in English, Odia, and Hindi and he has Asiatic features like many of his brothers and sisters from the Northeast. But in his case it’s because his father is Indian and his mom is Japanese, making him a true Asian Hip Hop hybrid.
We first noticed him because of his fire IG page, which really stands out with creative content and dope sounds - like him chatting with people in Japanese on the streets of Tokyo. So we asked him to sit down with us and give us the lowdown on his story, the East Indian scene, and growing up as a third culture kid in India.
Yo, Big Deal! What’s good bro? It’s so good to get a chance to kick it with you!
Yo! What’s good? Honestly, it’s a huge honor to be here. There was a time when I thought being featured on LiFTED was the coolest shit from our side of the world, and now I’m on the cover. It’s crazy how life comes full circle. I’m just grateful for the journey and the love I’m getting from you guys.
You have a new single coming out TODAY right? Can you tell us about it?
Yeah, I’m dropping my new single 'Fresh Toka' today, which literally translates to 'Fresh Boy.' It’s hella raw and pure Hip Hop. I haven’t put something like this out in a minute, and I know my audience is gonna vibe with it because it’s got that raw Hip Hop energy that hits hard. The track talks about staying authentic and true to your roots–cause that’s the only way to make a real dent in the world. Plus, I’ve got an insane music video lined up for this, so I’m hyped for everyone to see what’s coming!
Your mom is Japanese and your father is Indian. What was that like growing up?
Growing up with a Japanese mom and an Indian dad was a beautiful mix of cultures. I got to experience the best of both worlds—rich traditions, diverse cuisines, and different perspectives. However, it also came with its challenges. I didn’t look like anyone else in my town, so I faced racism, and kids would call me names. There were times I hated how I looked and even struggled with my Japanese heritage. But now I’m hella proud of it. My unique story and identity make me stand out, and in Hip Hop, having a great story is crucial for grabbing attention. That journey has shaped me as an artist and reinforced the importance of authenticity, which I carry into my music.
You grew up in Odisha, speaking that dialect in Darjeeling. Was there a Hip Hop scene there? What was it like?
I grew up in Odisha and then went to study in a boarding school in Darjeeling, where I was first introduced to Rap music. It’s crazy because while the rest of the country was sleeping on Hip Hop, there were hardcore fans in Darjeeling especially at my school. I remember being in this dormitory where people would blast Eminem all day, and it made me super curious to dive deeper into it.
The major change came when I watched 8 Mile for the first time during a Saturday movie screening. I was blown away. Honestly, I was a timid kid and had been bullied, feeling like I wasn’t good at anything. But Eminem's music made me realize that if I could excel in Rap, the whole world would notice me, and I wouldn’t feel like such a loser anymore. I started picturing myself battling and destroying my bullies.
That’s where it all began. I memorized Eminem's songs word for word, and there was a time when I could rap along to almost every track. Eventually, I started writing my own rhymes, and the rest is history!
You started out rapping after hearing Eminem and watching 8 Mile. What other rappers were early inspirations for you?
My early inspirations included Tupac, 50 Cent, Jay-Z, and Lil Wayne, who was becoming huge in 2009. But my biggest influences came with J. Cole in 2012, along with Drake and Kendrick Lamar after that. I would listen to Eminem in school when I was dealing with my bullies, J. Cole in college when I hated studying, classes, and teachers, and Joyner Lucas while pursuing Rap full-time during a time of struggle.
Honestly, Eminem got me into music and helped me hone my rhyming skills, but he didn’t give me the direction I needed to become an artist. Back then, I would drop gun bars and even make diss songs for my mom, but none of it was real. J. Cole changed everything for me as an artist. He made me understand how important it is to tell my own story. Listening to him felt like having a best friend, and he inspired me to believe that if he can do it, so can I. After J. Cole, Joyner Lucas blew me away with his storytelling raps. These three artists—Eminem, J. Cole, and Joyner—are the pillars of who I am as Rapper Big Deal.
How many languages can you rhyme in?
Three for now. English, Hindi, Odia. I am most comfortable and skilled in English, followed by Odia, then Hindi.
You started rapping at a young age, and pretty quickly you got recognized for your rhyming skills. Among other things, the legend AR Rahman picked you as one of the Nexa music winners and that landed you on the cover of Rolling Stone India. How did that happen, and what other opportunities did that relationship lead to?
I actually got into rap when I was around 14-15 years old. Back then, there was absolutely no scene at all, and we had to wait many years and struggle hard for an emerging scene to be established. The AR Rahman thing was crazy, to be honest—I never thought that would happen.
There’s this English music contest in India called Nexa Music, and I applied with my song ‘Are You Indian.’ I made it to the top 100, then the top 50, and finally, AR Rahman handpicked the final winners. I heard from someone very close to him that he loved my music, which was the best compliment ever coming from someone of his stature.
That opportunity led to numerous other things. I got to perform at the Hockey World Cup and then at concerts with crowds of 60,000 plus. It’s been an insane ride, and it continues to be. I really believe in the power of compounding—word to Warren Buffett!
Your viral hit ‘Are You Indian’ has millions of views across YouTube and socials. The track has become an anthem for all Eastern Indians. Is that your biggest hit so far?
Yeah, it’s crazy how far ‘Are You Indian’ has come! I believe if it was released now, it would be even bigger thanks to social media. Back then, it spread on Facebook, WhatsApp, and YouTube, which was wild because I never thought it would reach that level. I created the song from my experiences dealing with racism, and it resonated with so many people—it was incredible.
I’d definitely call it my biggest song so far in terms of impact and being the voice of the people in the eastern region. Views are a tricky metric; I like to believe a song is truly successful if it combines views with impact and people are talking about it everywhere.
In 2017 there was a revolution in Indian Hip Hop when the Gully Rap scene blew up in Mumbai. How did that affect you?
The Gully Rap scene blowing up in 2017 was a game-changer for Indian Hip Hop. It opened doors for so many artists and created a movement that resonated across the country. While I was already carving my path, seeing artists like DIVINE and Naezy break through inspired me immensely. I knew these guys personally, had performed with them multiple times and hung out with them. Suddenly, I saw them blow up everywhere. It felt like if these guys, who were literally with me, could do it, I could, too. It gave me hope and made me redouble my efforts.
However, it also came with a lot of pressure to rap in Hindi in order to make it. I even tried that for a while, even though Hindi has never been my strong suit, and I hardly speak it. Rapping in Hindi was definitely challenging. But down the line, I realized that this isn't me. I didn't want to sell out to live someone else's dream. I also noticed that people weren’t feeling it either because it didn’t come from a true place. So, I stopped and stuck to what I'm best at which is rapping in English and Odia.
Which Indian rappers have inspired you?
Honestly, I’m heavily inspired by KR$NA. I love the way he rhymes—his multi-syllabic rhymes are so Eminem-ish, and that’s the same kind of stuff I do. I fell in love with rhyming because of Eminem, and KR$NA really embodies that style of rhyming whole sentences that I connect with. On top of that, his skills with metaphors, double entendres, and flows are just insane. He’s the whole package, really. Quite honestly, I’d say he’s at Eminem’s level in Hindi rap. I don’t see a single rapper in India who comes even close to him in Hindi.
The Japanese Hip Hop scene is on fire right now, do you stay up on it? Any favorite MCs?
I think Awich is phenomenal. I'm such a fan of hers! She’s a true diva, the perfect package—hard-hitting yet glamorous at the same time. I feel like she's the Nicki Minaj of Japan. I absolutely love her style and artistry, and I would love to collaborate with her. It would be an exciting fusion of our unique sounds! Yuki Chiba is killing it, too, and I love his ‘Tomodachi’ and ‘Mamushi’ songs.
If you could collab with any artist, who would it be?
I would definitely say J. Cole because that man changed my life. I genuinely feel like I have a career in Rap because of him. Maybe one day, God willing, we’ll make that collaboration happen!
With Hip Hop gaining more and more prominence, and even taking some market share from Bollywood, what does it feel like to be a part of it? Where do you see it going?
It’s insane how Hip Hop is not just taking market share from Bollywood but has actually become bigger than Bollywood music right now based on streams and views. Can you believe something that started so small in 2017 has gained traction and, just seven years later, is taking over one of the biggest industries in India? The growth is crazy!
It’s because there’s such a low barrier to entry. Anyone can rap. You don’t need a soulful voice or fancy equipment—just a story and the skills to rhyme and flow. Hip Hop is so authentic as an art form that nothing in the world can stop it. It’s the voice of the people—raw, unapologetic, and in-your-face, spitting facts and telling it like it is, no sugar coating.
How can something that’s packaged, fabricated, and made to look glamorous ever compete with something as real as Hip Hop? I’m so damn proud of it! I used to say, “Wait, there will come a day when Hip Hop is bigger than Bollywood,” but I had no idea it would happen so fast! I see it blowing up globally, and all eyes will be on India, and I truly believe we’ll be the next global superstars.
What does 2025 look like for Rapper Big Deal?
2024 still isn’t over, and I have a song that I feel will shake the globe. I won’t say much about it, just that it’s eight minutes long and hella controversial, real, and unapologetic. People are either going to cancel me, or it’s going to blow up worldwide.
Great music is either strongly loved or hated. It sparks conversations, while everything else comes and goes. I want to be a generational artist and leave behind a legacy, and the only way to do that is to be unafraid to speak the truth. So, the truth is coming before 2024 ends, and in 2025, expect even more harsh truths!