88RISING is an American mass media company that is known for having primarily Asian American and Asian artists who release music in the United States. The founders being Sean Miyashiro and Jaeson Ma who founded the company yet even though they do have a label it’s not the main focus of the company the main is actually the media and video content.
The group consists of musicians from an Asian background who are apart of the R&B and hip-hop genre.
But in an industry majority African American these groups mean a lot to the outliers of the genre.
Through the video, it shows the members of 88RISING just having a great summer day with a party. This in itself shows a window through a society that is usually cut off and has stereotypes.
The video is an insight into their tour and adventures during so. The video is shot on cameras they all had during the adventures so its a point of view of all of them together. You get an almost personal feel when it comes to the way you watch because of the way it is filmed and the way it is edited it is fun and warm.
In the book on chapter six music and new media, we talk about how music and race are connected. And with genres stretching around the world you get the new question that rises of is it an appropriation of another culture or is it appreciation and respect towards the culture.
One example is with the two formations the original and its deepness then the one American comedian Amy Schumer made mockingly and justified it with “comedic intentions”.
With things like this you get people questioning the seriousness of the artist in their intentions with this music which is something 88RISING has been working with showing the genre that they are serious with the music, they are releasing.