Sony-Kartel artist Alif and SonaOne have release a collaborative single and music video. When Alif and SonaOne get together on a song, the magic is, well, obvious. Between the both of them, the multi-hyphenate rapper and rapper-producer have amassed enough awards and accolades befitting their status as two of the biggest artists in Southeast Asia. ‘Obvious’, is the first-ever proper collaboration between the two close friends and Sony-Kartel signees and serves as a showcase of their infectious collective chemistry as well as a testimony of each artist’s show-stopping charms.
Jointly produced and written by Alif and SonaOne, Obvious received world class mixing from Jimmy Cash at Cha Ching Studios North Hollywood, California and was mastered by two-time Grammy Nominee Chris Athens at Chris Athens Masters Austin, Texas.
‘Obvious’ is significant for two main reasons: For one, it marks the first official collaboration between the two artists. SonaOne’s dashingly swaggering flow and Alif’s killer pop instincts unite in incredible ways. The song is a glorious display of Asian talent pushing the envelope – and itself – to create something remarkable.
But ‘Obvious’ isn’t just about style – the essence of the track lies in its empowering message. “We initially wrote this song as an ode to a woman's self-confidence. The more we explored the subject, we realised the message was greater and applied to all walks of life”, Alif and SonaOne said of the song’s context, adding that, “sometimes people get too caught up with what people around them think that they forget to see what's in front of them, or cant realise the little things about themselves that could seem obvious to others”.
'Obvious' is playing on our radio station streaming Asia-wide hits 24/7. Listen here.
‘Obvious’ is a timely and timeless transmission. Together, Alif and SonaOne have produced an antidote for insecurity, self-doubt and superficiality. The song’s uplifting power was also felt by its music video director, Nasri Lian, who had this to say about how he approached its visual treatment: “The lyrics of the track inspired me to treat it as gold, not just another music video to fill up the shelves”. Inspired by the song, Lian sought to bring out the best from its makers.
In ‘Obvious’, Alif and SonaOne are prophets of positivity in a climate of distraction. You’ve heard it before but this time it’s true: This is for the culture.
Thanks to: SONY Music Singapore.
Edited by: Cassandra Breadsell.
From humble beginnings to unquestionable success – Alif’s story is an exceptional one. The Singapore-born rapper, producer and songwriter casts a long and storied shadow in Southeast Asia. Emerging as an industry leader with one of Singapore’s most influential hip-hop groups SleeQ, he quickly established himself as a potent MC on the mic and as a producer with a hit-making golden touch that has blessed the music of a sprawling list of icons such as Joe Flizzow, Kaka Azraff, Zizan Razak, De Fam and Adira.
Alif’s upward trajectory began at the place that matters the most: Home. Born into a family that valued music and the arts, his own love for music was amplified by one foundational encounter: Discovering the pioneering Malaysian hip-hop duo, Too Phat. Watching the flair and confidence on display when Too Phat performed on television showed Alif that hip-hop could shape and inform local identity. It could come from home, be about home and be meaningful to the people at home.
Over the years, he’d hone his skills as a rapper and a producer, develop his distinct production alias Magic Potions, rise to the forefront of Made In Singapore hip-hop with SleeQ’s breakout smash single ‘Pilihlah Aku’ and blaze his own path as a solo artist. Now he is a hitmaker with a beyond-impressive catalog. Zizan Razak’s “Kau Takkan Tahu” and Andi Bernadee’s “Satu Peluang”, are just some of the immensely popular songs that carry his signature.
And he has more hits on the horizon: Some of Malaysia’s biggest pop stars such as Haqiem Rusli, Sufian Suhaimi and Elizabeth Tan, have chosen him to write and produce their upcoming releases.
Today, Alif stands tall in the upper echelons of Malay music. Even as trends change, his name remains as vital and relevant as ever. In 2018, he featured in, co-wrote and co-produced Joe Flizzow’s take-no-prisoners banger ‘Sampai Jadi’ and Ismail Izzani’s viral smash-hit “Luar Biasa”. Alif is poised to release Detail, a collaborative album with Malaysian rap’s crown prince, SonaOne, early next year. Accolades and artistry, Alif has it all.
SonaOne is an award-winning Rapper, Singer, Songwriter and Music Producer of French -Malay parentage. A phenomenal 2014 cemented his place in the Malaysian music history books with an unprecedented back to back win at two of the most prestigious awards in the country, making SonaOne the most celebrated new artist Malaysia has seen in the last decade.
His foray into the creative arts began by dabbling with the spray can and SonaOne was already an accomplished graffiti artist by the age of 12. By the age of 15 he started making beats on his computer and helping friends produce their music. Spotted by Joe Flizzow as a raw talent, he officially joined the Kartel Records family in 2010. SonaOne has a unique talent in that he produces, writes, raps and arranges his own music making him a one-stop hit making factory from start to finish.
Not many would have predicted the record breaking achievement which would be clinched by this young artist when he took home the "Song of The Year" award at the Anugerah Industri Muzik 21 (AIM21) for his chart-topping first single "No More" (the first English and Hip-Hop song in AIM's 21 year history to win its highest honour).
However even fewer would have expected that only two months after this historic achievement, "Apa Khabar" (a JoeFlizzow song produced by and featuring SonaOne) would be crowned champion of Anugerah Juara Lagu 29 (AJL29). AJL is considered by many to be the most prestigious award for songwriters and this was the first time in AJL's 29 year history that a Hip-Hop song had won.
SonaOne released his debut album “Growing Up Sucks” on 20 February 2016 which went straight to number 1 on the local charts. His 3rd single from the album, “Firefly” took home the Best English Song at AIM22 making it a back to back consecutive win for SonaOne in the same category.
In addition to his musical adventures, SonaOne also hosted Season 2 of “HipHoppinAsia: The Saga Continues” which won Best Videography at the Anugerah Skrin 2015. He added another feather to his cap in 2017 by co-hosting his first regional tv show, Ultimate Brocation, which was aired on KIX Regional
SonaOne’s all-rounder talent and knack for producing some of Malaysia’s most memorable jingles has made him a favourite brand influencer amongst some of the biggest lifestyle and consumer brands in the country such as Nike, Honor and Rexona.