After establishing herself as one of the leading rappers in the country, SIRI is back with her latest track – ‘MY JAM’ on Artist Originals (AO), JioSaavn’s independent label for South Asian artists. Produced by Sez On The Beat – widely known as the man behind the sound of Indian Hip-Hop – ‘MY JAM’ is a completely unabashed expression of SIRI mixed with her effortlessly cool approach, making her one of the freshest rappers in the Indian music industry.
The song talks about SIRI’s approach to music, and how she created her own niche as a multilingual rapper in a competitive, male-dominated and mostly Hindi-speaking space. As SIRI seamlessly weaves through Kannada and English, ‘MY JAM’ is a fierce representation of the artist’s journey, and her style, which makes her and the track unique.
Speaking on the release, SIRI said, “Even though times have changed and the industry is more inclusive, establishing yourself as an independent rapper requires that much more effort. In the end, it has all been worth it. Hip-hop has become my space and ‘My Jam’ is how I choose to tell my story, my way. I wanted to create a song that would make people dance, while saying my piece. This song is about who I am and what I stand for. I hope it inspires people to follow their heart.”
Sez On The Beat commented, “We wanted to do something fresh in terms of the sound & direction that Indian Hip-Hop is taking. I made the beat, SIRI came and killed it. It’s going to be a Jam for a lot of people for sure.”
Both SIRI and Sez, having made their way into the hearts of listeners through sheer talent, grit and determination alone, have some advice for the youngsters entering this industry. Sez says “As a new/young artist, the focus should be on finding your own sound. Practice as much as you can, it’s boring but that’s what improves you. Get yourself a good team of people around you, even if they are not professionals – having good vibes around you is super important. Get yourself a lawyer when you can and please read your contracts and get professional advice before you sign them. It’s a journey full of fun, frustrations and lots of ups and downs, just be yourself and you’ll do great!“. SIRI, in her advice, is more upfront. She says “Stop waiting around for things to happen, and instead just get up and do it. You can prepare yourself only so much, but until you don’t dive into the deep end you won’t learn how to swim.“
Hailing from Bangalore, SIRI has accumulated an ardent fan following across India since her debut. Her interest in being involved in every part of the creative aspect, from music, to styling, to directing, editing, etc, has truly enhanced her unique factor. SIRI’s collaborative track with ‘Girliyapa’ garnered over 2.5 million views and won her the ‘Best Electronica Artist’ and “Best Indie Collaboration’ award at the Radio City Freedom Awards 2019.
A producer, entrepreneur and beat-maker, Sez on the Beat has emerged as an ambassador for the Indian hip-hop community both within and outside the county through his work and community-building efforts. Having produced some of the biggest hip-hop hits, he has worked with artists such as Badshah, Divine, Naezy, Seedhe Maut and Prabh Deep. The multi-talented artist has also collaborated with international acts such as Chance the Rapper (unreleased) and Rich the Kid.