LiFTED’s August cover star is Indonesia’s homegrown Hip Hop star Rich Brian – one of the most ground-breaking and enigmatic artists to break out of this part of the world. Ground-breaking because he came out of nowhere in 2017 as part of an Asia-wide zeitgeist that included the Rap of China phenomenon, DIVINE blowing up in India, 88Rising taking shark-sized bites in the US music industry, and Korea doing what Korea does – but this time with Hip Hop.

Brian was there first. He first went viral under another name in 2016, then signed with his longtime label 88Rising, and the rest, as they say, is history. His first studio album, Amen went top 20 on US Billboard’s top 200 albums chart. He’s collaborated with a who’s who of US and Asian artists on subsequent singles and albums, and he’s just dropped his first album in six years aptly titled WHERE IS MY HEAD?

Rich Brian is an enigma. He is a self-described nerdy Chinese Indonesian kid from Jakarta, but it seems that he has been trying to break away from his Hip Hop persona for a while now, releasing a series of groovier, melodic, ironic Indie songs where he sings about feelings and other non-Hip Hop topics, like his new single, ‘Oh Well,’ which was teased last month. The problem with genre skipping is that he’s still a dope rapper, as his last single ‘Jumpy’ featuring Ski Mask the Slump God attests. He’s got skills to pay the bills, there’s no denying it.

It’s the most raw and personal yet polished project I’ve ever done.

I recorded and made most of it on my own in solitude.

WHERE IS MY HEAD? is an emotional rollercoaster. It’s cinematic. It’s a coming of age story with a beautiful soundtrack and perspectives written from different ages of my life.

Out now via 88rising, WHERE IS YOUR HEAD? is a raw, self-directed coming-of-age journey that documents the Indonesian star’s emotional and creative transformation over the past six years. Written and largely self-produced, the 15-track record finds Brian taking full control of his artistry. Themes of heartbreak, healing, ambition, alienation, and self-reinvention run through the project as he opens up about the fallout from a long-term relationship, the guilt of missing family milestones, and the push-pull of living between cultures and expectations.

The album features striking collaborations with Toro y Moi on the woozy ‘Body High,’ Charlotte Day Wilson and DAISY WORLD on the soulful ‘Is It?,’ and redveil on the tense ‘Bumpy Road.’ Previously released singles ‘Little Ray of Light,’ ‘Butterfly,’ and the explosive ‘Jumpy’ featuring Ski Mask the Slump God hinted at Brian’s evolving sonic palette, but WHERE IS MY HEAD? ties them together with a sense of vision and vulnerability.

Sonically, the album pushes boundaries with analog synths, stripped-back vocals, delicate ballads, and hyper Rap cuts. WHERE IS MY HEAD? is Brian’s most mature and adventurous work yet. More than just a comeback, the album redefines success on his own terms, cementing Brian as one of the most dynamic voices in Asian Hip Hop.

The album is just one piece of Rich Brian’s personal enigma. He’ll be embarking on the WHERE IS MY HEAD? 20205 Tour across Asia and beyond in late November and early December. The first six dates have been announced for Jakarta, Taipei, Singapore, Hong Kong, Manila, and Honolulu.

For ticketing details, check out Rich Brian’s website here.