This is Rich Chigga.

這是Rich Chigga.

He's a Chinese rapper by way of Indonesia,

他是一位來自印尼的華人說唱歌手。

and he's very popular on the internet.

而且他在網絡上很受歡迎。

This is Joji.

我是喬吉

He's a Japanese-Australian singer

他是一個日本澳洲的歌手

and he's also very popular on the internet.

而且他在網絡上的人氣也很高。

Plus, Joji invented the Harlem Shake meme.

另外，喬吉還發明瞭哈林搖擺的備忘錄。

Let me say that again.

讓我再說一遍。

This guy, Joji, in the blood bathtub,

這傢伙，喬吉，在血盆大口中。

invented the Harlem Shake meme.

發明了 "哈林搖擺 "的備忘錄。

But we'll come back to that.

但我們會回來的。

So, Rich and Joji are both signed to 88rising,

所以，裡奇和喬吉都簽約88rising了。

an entertainment company hoping to build

一家娛樂公司，希望建立

a lasting global brand that will outlive

一個持久的全球品牌，將超越

singular moments of virality.

奇異的病毒性時刻。

They primarily create content

他們主要創造內容

combining Asian culture and hip-hop,

將亞洲文化和嘻哈結合起來。

a formula that apparently pleases the internet gods greatly.

一個公式，顯然讓網絡大神們非常高興。

They've only been around for 18 months,

他們只存在了18個月。

but they're already putting up major label numbers.

但他們已經把主要標籤的數字。

I think that we have an unprecedented

我認為，我們有一個前所未有的。

collective of talent.

人才的集體。

A group of predominantly Asian artists,

一群以亞洲人為主的藝術家。

you know, really like making waves globally,

你知道，真的很喜歡在全球範圍內掀起波瀾。

which from an independent point of view as well.

其中從獨立的角度來看，以及。

88's founder, Sean Miyashiro,

88的創始人宮尚。

cut his teeth launching

咬牙發動

Vice's electronic music channel, Thump.

Vice的電子音樂頻道，Thump。

But quickly, Sean became interested in life

但很快，肖恩就對生活產生了興趣

beyond dance music.

超越舞曲。

I knew that, after launching a whole content platform,

我知道，在推出整個內容平臺後。

that I have kind of the ability

我有種能力

and the know-how to do it again,

和再做一次的訣竅。

but for what was the question.

但對於什麼是問題。

So Sean moved to the Bronx to start over

所以肖恩搬到布朗克斯區重新開始。

and figure it out.

並找出它。

He couldn't afford an office space,

他買不起辦公場所。

so he worked out of his car

所以他在車內工作

at the top of a grimy parking garage.

在一個陰暗的停車場頂上。

Everything kinda started here.

一切都從這裡開始。

If you look around, this is my environment,

如果你看看周圍，這就是我的環境。

this is my serenity, really.

這就是我的寧靜，真的。

88rising was built here.

88rising是在這裡建造的。

Built on the grounds of LA Fitness residence

建在LA Fitness住宅內

in a parking garage.

在停車庫裡。

I was living in the Bronx and I'm just like,

我住在布朗克斯區，我只是喜歡。

damn, where the hell do I go?

該死的，我到底要去哪裡？

So I just come up here and I like, you know,

所以我只是來這裡，我喜歡，你知道的。

I just kind of figure things out every single day,

我只是每天都在想辦法。

being like, okay, what the hell is this thing?

被喜歡，好吧，這到底是什麼東西？

(laughs)

（笑）

Coming here was kind of like

來到這裡就像

my own kind of private office basically.

我自己的那種私人辦公室基本上。

Like, to be honest, I would even go to the bathroom here.

就像，說實話，我甚至會在這裡上廁所。

I would take pisses here, you know what I mean?

我會在這裡撒尿，你知道我的意思嗎？

Like, you know, it's just too far to go back down there.

就像，你知道，它只是太遠了，回到那裡。

When I need wi-fi, I'd spend a good part of the day

當我需要Wi-Fi的時候，我會花一整天的時間來使用

at Dunkin Donuts.

在Dunkin Donuts。

Hi, how are you?

嗨，你好嗎？

Can I get a chicken snack wrap?

雞肉小吃卷可以嗎？

Before 88rising officially launched,

在88rising正式推出之前。

Sean caught a surprise break

肖恩意外地得到了一個突破

in the form of a Twitter friendship

以推特的形式

with a funny 16-year-old kid from Indonesia named Brian,

與一個來自印尼的16歲有趣的孩子，名叫布萊恩。

who taught himself English by watching

他自學英語，通過觀看

Rubik's Cube tutorial videos on YouTube.

Rubik's Cube教程視頻在YouTube上。

Seriously, that's true.

說真的，這是真的。

I thought his Twitter was genius,

我覺得他的推特是天才。

from the future, just crazy.

來自未來，只是瘋狂。

And like, just the shit that he was saying,

就像，只是狗屎，他說。

like the memes he was making.

像他做的備忘錄。

But I didn't know that he rapped or anything like that.

但我不知道他說唱或類似的東西。

I really didn't, and he came up with Dat $tick

我真的沒有，他就想出了Dat $tick的辦法。

like two weeks later.

像兩個星期後。

♪ 12 in the morning, pop shells for a living ♪

12在上午，彈出殼為生

♪ And berry gon' smell blood trail every minute ♪

# And berry gon' smell blood trail every minute #

Dat $tick was Brian's first ever attempt

Dat $tick是Brian的第一次嘗試。

at making a rap song, and it immediately went viral.

在做一首說唱歌曲，它立即被傳播。

Everything was great about it,

一切都很不錯。

but the one thing that I noticed

但我注意到一件事

is the song was hard as hell.

是這首歌是硬的，因為地獄。

Just like everything about it, man.

就像它的一切，男人。

Just like, it was menacing, bro.

就像，它是凶險的，兄弟。

Soon after the video dropped,

視頻投放後不久。

Brian signed with 88rising.

布萊恩與88rising簽約。

I'll FaceTime with Rich.

我會和裡奇面對面交流的

Sorry for calling you Rich Chigga on my phone, Rich.

對不起，我在手機上叫你裡奇加，裡奇。

He gets, I mean Brian, he gets like super pissed off

他得到的，我的意思是布萊恩，他得到 像超級生氣了。

that he's saved in my phone as Rich Chigga.

他保存在我的手機裡是Rich Chigga.

He's like, "Dude am I not a human to you?"

他說："老兄，我對你來說不是人嗎？"

What's good, bro?

有什麼好東西，兄弟？

What's good, broda?

有什麼好東西，布羅達？

How you doing?

你好嗎？

Doing great, I did the sound check.

做得很好，我做了聲音檢查。

How was it?

怎麼樣？

It was tight.

很緊。

♪ Holdin' steel glocks ♪

# Holdin' steel glocks #

♪ But you been a bitch, suck a thick cock ♪

但你是一個婊子，吸吮一個厚厚的公雞

So, Brian could definitely rap,

所以，布萊恩絕對可以說唱。

but some viewers understandably took offense

但一些觀眾對其不滿是可以理解的

at a Chinese kid satirizing rap cliches

諷刺中國孩子的說唱老套

and calling himself "Rich Chigga."

並稱自己為 "有錢的Chigga"。

But if a group of well-known rappers saw the video

但是，如果一群知名的說唱歌手看到了這段視頻

and genuinely liked it,

並真心喜歡它。

that could at least help validate Brian

這至少可以幫助驗證布萊恩

as a legit hip-hop artist.

作為一個合法的嘻哈藝術家。

Plus, it could be really funny.

另外，這可能是非常有趣的。

It was just kind of an idea that kind of

這只是一種想法，有點兒。

I just had on the spot.

我只是在現場有。

Everything that rappers say is better and funnier

饒舌歌手說的每一句話都更好更有趣

and smarter, and wittier.

和更聰明，更機智。

You know, it's just more entertaining.

你知道，這只是更有趣。

We just edit it as tight as possible, put it up,

我們就儘可能的編輯好，放上去。

and it really worked.

而且它真的很有效。

(shouting)

（喊）

Yo, this nigga got a pouch on, a Reebok pouch.

喲，這個黑鬼有一個袋子，Reebok的袋子。

This is the hardest nigga of all time.

這是最難的黑鬼的所有時間。

He said when you come for a chigga like me.

他說，當你來找我這樣的黑鬼時。

That was dope.

這是塗料。

This is lit and I think people will take is as a...

這是亮的，我想人們會把它作為一個... ...

People will take is as a joke at first,

人們一開始會把它當做一個笑話。

but it's like,

但它像。

if he ran with that and kept doing more videos like that,

如果他跑了，並繼續做更多的視頻這樣的，。

shit's lit.

狗屎的點燃。

You know, I had never been to America before

你知道嗎，我以前從來沒有去過美國。

and all of a sudden it's like I see like

突然間，它就像我看到像

all the rappers that I listen to reacting to my stuff

所有的說唱歌手，我聽反應 我的東西。

and I was like, 'What?

我當時想，"什麼？

How did this happen?'

'怎麼會這樣？

The reaction video also went viral

這段反應視頻也被傳播開來

and even led to a remix of Dat $tick

甚至導致了Dat $tick的混音。

featuring Wu-Tang's Ghostface.

以武當的鬼臉為特色。

I'll get on that track.

我會在這個軌道上。

You know what I'm saying, yeah.

你知道我在說什麼，是的。

Really, on the remix?

真的，在混音上？

Yeah, yeah, oh, you know him?

是啊，是啊，哦，你認識他？

And, yeah, the remix went viral too.

而且，是的，混音也被病毒傳播了。

Brian has since acknowledged the misstep in his name

布賴恩後來承認了自己名下的失誤。

and claims he made changes,

並稱自己做了改動。

but for the time being,

但就目前而言。

he's still Rich Chigga to his fans,

他仍然是豐富的Chigga他的球迷。

an ever-growing global audience

越來越多的全球閱聽人

hungry for more releases

渴望更多的版本

from emerging talents from around the world.

來自世界各地的新興人才。

I didn't know that it was gonna

我不知道這是要去

be this impactful and this important to people

對人們有如此大的影響和重要性

and I'm very thankful and blessed that it has,

我非常感謝和祝福它有。

and every day now that I wake up

每天我醒來的時候

it's like, you know, just a new mission every day.

這就像，你知道，只是一個新的任務 每天。

A major part of that mission

這項任務的一個主要部分是

involves Joji.

牽扯到喬吉。

Remember the bloody bath guy?

還記得那個血淋淋的浴霸嗎？

He's a former YouTube personality

他是前YouTube名人

in the middle of a career transition.

正處於職業轉型期的。

The sound of this song, Will He,

這首歌的聲音，將他。

it's like a trap song that you can slow dance to.

這就像一首陷阱歌，你可以慢舞。

Awkward prom shit.

尷尬的舞會狗屎。

You know what I mean?

你知道我的意思嗎？

I used to do crazy, episodic internet videos.

我曾經做過瘋狂的、偶發性的網絡視頻。

It was going well and one day

進展順利，有一天

it was me and a few friends just in a room.

那是我和幾個朋友在一個房間裡。

We were casually chilling

我們只是隨便聊聊

and then someone plays the song

然後有人播放這首歌

and it's brand new at the time.

而且當時是全新的。

I happened to have a lot of costumes laying around,

我正好有很多服裝擺在那裡。

so I told the other guys,

所以我告訴其他人。

I was like, get in these costumes

我當時想，穿上這些服裝

and let's just dance to it.

讓我們只是跳舞吧。

Like who cares?

就像誰在乎？

We were like, okay, let's just go crazy at the drop.

我們當時就想，好吧，我們就在落地時瘋狂一下吧。

So that video goes up,

所以那段視頻就上去了。

I go to sleep

我去睡覺了

and the next morning everyone was doing it.

第二天早上，大家都在做。

Like next morning.

像第二天早上。

("Harlem Shake")

("哈林搖擺")

That taught me a lot about the internet.

這讓我瞭解了很多關於互聯網的知識。

How people wanna just be a part of something.

人們多麼想成為某件事的一部分。

And from that point on

從那時起

something changed

變故

and I was a little better at understanding

而我也更能理解

demographics and people and what they want to see

人口統計學和人民，以及他們想看到的東西。

and what they want to hear.

和他們想聽的東西。

I was friends with a couple other artists

我和其他幾個藝術家是朋友

who were affiliated with 88

隸屬於88所的人

and then I also started to realize that 88

然後我也開始意識到，88

is the bridge between Western and Asian entertainment

是連接西方和亞洲娛樂的橋樑

and I really wanted to be a part of that.

我真的想成為其中的一部分。

Joji just released the In Tongues EP,

Joji剛剛發行了In Tongues EP。

his first project as a serious artist.

他作為一個嚴肅的藝術家的第一個項目。

Joji's In Tongues record

Joji's In Tongues唱片

came out a couple weeks ago.

幾周前出來的。

It's number two in the world on the R&B chart,

它是R&B排行榜上的世界第二名。

which is crazy for independent release

堪稱獨立發行的瘋狂

and he's like a brand new artist.

他就像一個全新的藝術家。

And the success is even more impressive

而成功更是令人印象深刻

knowing he went from creating something like this

知道他從創造這樣的東西

It's just Taco Bell,

這只是塔可鍾。

what could possibly go wrong?

何患無辭

(screams)

（尖叫聲）

To creating something like this.

為了創造這樣的東西。

The newest music video for his song Demons.

他的歌曲《惡魔》的最新MV。

♪ The demons told me everything ♪

惡魔告訴我一切

♪ They whisper in the night ♪

他們在夜裡竊竊私語

♪ This is not a threat, I promise ♪

這不是一個威脅，我保證

Tonight Rich Chigga has a show

今晚Rich Chigga有一個節目

in New York City.

在紐約市。

Tickets sold out in an hour.

門票在一小時內售罄。

I came here, I'm first on line,

我來到這裡，我是第一個上線的。

I came here at one.

我是1點來的

I was the third person in line.

我是第三個排隊的人。

So, why'd you get here so early?

那麼，你為什麼這麼早到這裡？

Cause I wanna see Rich Chigga.

因為我想看看Rich Chigga

(yelling)

（大喊）

I wanna touch him.

我想觸摸他。

(laughter)

（笑聲）

What do you guys think of Joji?

你們覺得喬吉怎麼樣？

He's hot, bro. Oh my God.

他是熱的，兄弟。哦，我的上帝。

That's my dad, son.

那是我爸爸，兒子。

That's my dad, son.

那是我爸爸，兒子。

You guys copped the new EP?

你們買了新的EP？

Yeah.

是啊。

I woke up at six in the morning

我早上六點就醒了

just to cop that shit

就為了搶那玩意兒

and then I listened to it

然後我聽了

and that shit started made me cry, fam.

這狗屎開始讓我哭了，範姆。

This is actually kind of exciting.

這其實是一種刺激。

Every time...

每次...

This never gets old, like,

這永遠不會變老，喜歡。

you live online in social media,

你在社交媒體上在線生活。

but there's nothing like this.

但沒有什麼像這樣的。

Being with the people.

與人民同在。

(cheering)

（歡呼聲）

Ten, nine,

十，九。

Eight, seven, six, five,

八、七、六、五

four, three, two, one.

四、三、二、一

(screaming)

（尖叫）

♪ Back on my bullshit, man you can't believe it ♪

回到我的廢話， 男人，你不能相信它的人

♪ Who the fuck just said I should quit ♪

誰他媽的只是說我應該退出？

More often that not

更多時候

viral success happens by accident.

病毒式的成功是偶然發生的。

And then after an appearance on Ellen

然後在艾倫節目中出現後

or Jimmy Kimmel

或吉米-金梅爾

the creator's star power fizzles out.

創造者的星力消失了。

But 88rising has figured out

但88rising已經想通了

how to turn potential gimmicks into brands

如何把潛在的噱頭變成品牌

with an actual following

實際如下

that keeps coming back for the next thing.

那一直回來的下一件事。

Oh, shit.

哦，該死的。

So keep an eye out for 88's next move.

所以要注意88的下一步動作。

More than likely,

更有可能。

it won't be covered on network television

上不了檯面

or terrestrial radio.

或地面廣播。

Although, as they've already proven,

雖然，他們已經證明。

nowadays that really doesn't matter.

如今，這真的不重要了。