Rising Seattle star Nobi returns with a new music video for his cutting and powerful single “New Chains.”
“New Chains” is the first time we’ve heard from the artist since rounding out 2019 with the release of the “Entity” music video, also from the upcoming Fulminate album. “Entity” also just received a shout out from NPR for Nobi and producer The Dgtl’s incredibly unique Tiny Desk submission. In a time with oppression and the repercussions of compounded frustration abound in every facet of life, this record provides an opportunity to look at a different kind of shackle that is holding down the African American community.
Fulminate Album
Produced by frequent collaborator The Dgtl and directed by Justin Frick. The artwork’s depth lands beyond the sonic soundscape and electrifying visual into the substance behind the track. “New Chains” is based around material goods and consumer marketed corporate brands that feed off the culture’s participation but don’t give a shit about the people of that culture. Nobi describes the song as
“Highlighting the form of oppression that isn’t spoken on much. (Brands) creating all this hype for material corporations that aren’t owned by black people. We glorify these items that are ‘priced out’ of our demographic and provide profits that further the wealth gap. They’re getting rich off of selling the poor man a dream in the form of a material good. We’re shackled in so many ways, this yet another (shackle) that’s been instilled on my brothers and sisters that we don’t consciously think about.”
In talks with the artist, wisdom and awareness are two words that continually come back to me. To have such an understanding of the power of a dollar at the age of 25 is inspiring. The concept’s he’s touching on through infectious art is a noble task that also sounds really good on wax. If listeners can capture 10% of the message while also digesting enjoyable music, we have plenty of hope to look forward to for future generations.
Nobi has held an interesting journey as both a Seattle-based Pacific Northwest artist and human being in general. Growing up in the Tri-Cities he was one of the few mixed-race students at his high school, which provided a lot of perspectives on race and how he felt “fitting in” with the majority. So much of his music is built from looking at his own battles with identity and simply trying to find a place in the world yet also pulling from experiences from those around him. His music isn’t just for and of him, he claims it’s a representation of his family and friends as well.
The discussion he wants to have may derive from personal introspection, but the conversation is for everyone. Wise beyond his years, the young artist has found a way to pull from influences of his Vietnamese and African American heritage in his music and symbolism. In past talks with Nobi, I know that being black is something he is both proud of and also the default race he’s felt judgment in America as.
With any music being released at the current state of the world, artists are having take a deep inward look to ask if their message is building or taking away from this crucial moment in time. Capitalizing on a current event with a piece of content? No, these songs have been in the works for over four years. This release roll out has been a year of planning. The message has been rooted in Nobi’s sound for years. I’ve listened to an advanced copy of the project and while from a marketing standpoint, the stars may seem to align with the direction of general conversation.
The rapper has been working on this project for years. The journey to completion for this body of work started in the midst of digesting the pain and anger from Trayvon Martin, Eric Garner, and other very public tragedies from the African American community. Nobi says, “To think I started 4-5 years ago to talk about the paid, anger, and frustration of injustice and for its release to happen to end up now speaks to what this body of work is about. How are we still talking about this shit?”
Nobi informed me that he contemplated pushing back the project. He quickly mentioned that previous racial events had him push back this release already. He took some time to look inward and consult with his peers and concluded that this music has a message that can help. “There’s really never going to be a good time to have uncomfortable conversations and self-reflection,” he says. Right now more voices are stepping up, more conversations are finally happening on a bigger scale.
It’s not all positive and it’s very uncomfortable for a lot of people whether they’re hearing the viewpoint of others or trying to find ways to muster any more energy on a topic that’s fallen on millions of deaf ears after decades upon decades of work. Nobi wanted to put this song out and his Fulminate album here in a few weeks to help continue that conversation and provide opportunities for him to both financially and mentally give back to the black community.
“New Chains” is calling attention to a problem seen in the world, I asked Nobi what he wanted people to take away from this. What are the actions and steps that listeners can take after finding enlightenment. He told me “I want people to be more aware of where they put their money. I want you to be more aware! You’re spending your money; put a little effort into the knowledge of who ends up with your money and what they do with it.”
Again, wise words from this young man.
Nobi “New Chains” (Music Video)
Fulminate will be released on Juneteenth 2020.
