Sean Miyashiro
With an uncanny vision for brand strategy and
creative direction, Sean Miyashiro has made a successful career of creating
innovative brands that push boundaries.
Miyashiro is the CEO of 88rising, a one-of-a-kind,
hybrid media company and leading influencer for Asian and Asian American youth
culture. Responsible for introducing Keith Ape, Higher Brothers, and Rich Brian
into the US market, Miyashiro masterfully blends knowledge of online viral
marketing strategies with constant creativity, insight, and leadership. 88rising,
under Miyashiro’s direction, is trailblazing the way for groundbreaking content
and is quickly becoming a leader in progressive music and a new, global youth
culture.
Sean Miyashiro was born in San Diego, California in
a half Japanese, half Korean household. After dropping out of San Jose State University,
Miyashiro kept himself busy with a lot of music relatied jobs. He talks often
about how he spends hours scouring the internet for a beat that he likes. He
collects these beats and artists and from this Miyashiro was able to predict that
EDM would become the next big musical trend. Miyashiro convinced Vice Media to sponsor
the creation of a website, Thump, dedicated to the genre in 2013. Thump took
off and Tom Punch, Vice’s creative director praised Miyashiro’s ability to spot
musical talent and create strong relationships with advertisers. After two
years at Thump, Miyashiro saw what he believed to be the next musical trend:
Asian hip-hop.
This led Miyashiro to quit his job at Vice, and
start 88rising in 2015. Miyashiro himself struggles to define what 88rising is,
as it does not fit into the traditional box of a record label. He calls it a “record
label and management company and a marketing firm and a video production house,
all focused on Asian artists”. The result is revolutionary: a celebration of
progressive, inclusive youth culture, with a distinct Asian panache. There is
much to be discovered in the unique, vibrant, cultural landscape of Asia,
across music, fashion, art, food, and more - and 88rising is there for all of
it. Recently at their Head in the Clouds 2, a music festival termed as the Coachella
for Asians, the lineup included popular Kpop artists, 88rising artists, and
Asian American DJs. Miyashiro invited these global artists and worked with them
to create what is arguably the largest collaboration of Asian artists. 88rising’s
newest album, Head in the Clouds II, includes the work of 20 different individual
artists who collab together. Never before had this been done with such
popularity in the American musical market. In the span of three years, 88rising
has become the imminent voice for Asian youth around the world.
A true pioneer in the media and entertainment
industry where nothing else comes close, the company is trailblazing the way
for never-before-seen, groundbreaking content and quickly becoming a leader in
progressive music, and the apex of youth culture worldwide. Miyashiro talk
about how he is creating the type of content that he wished he had seen as a
child growing up in the US. This extrinsic motivation pushes him to continue
his work and has propelled 88rising into a company that is gaining attention
worldwide. The way in which Miyashiro promotes his artists is also completely different. His first major signee was a young Indonesian rapper named Rich Brian. He promoted Rich Brian's music by making Youtube React videos of American rappers watching Rich Brian's songs. These videos quickly went viral, catapulting Rich Brian into the American rap scene.
Heralded by Forbes as the bridge between East and West, and the face
of a new generation of Asian youth by CNN, Miyashiro’s 88rising is truly an
authentic crossing of oceans and the architect of a new youth culture.
I knew of Joji before he was a musician and he was still a Youtuber, and through his Instagram I learned more about 88Rising. I knew nothing about the label or who created it, and I like the simplicity of your post but also how he seemed to create his own area of music using Asian artists in the American market. I think I'll have to listen to more of the 88Rising artists now that I know more about the label as well as the values behind it.
ReplyDeleteThis is very interesting and inspiring. You've shown me that some people don't need college degrees to be successful, as long as they're ambitious! In addition, I really like how Miyashiro is an example of a person who promotes the idea of interconnectedness through music. Music is a universal language, so being able to combine Eastern and Western forms of music is truly an astounding feat and is a great way to bring people together.
ReplyDeleteIn general, thanks for sharing about Miyashiro. I've only heard of some of the 20 artists who collaborated to create 88Rising's "Head in the Clouds II". I'll be sure to listen to more of their music!