88Rising is contemporary music’s most elite label for its mission to advance Asians in the entertainment industry. Now in Summer 2018, the label mimics what all the greats, such as Young Money Cash Money, Top Dawg Entertainment, and Dreamville, have done; create collaborative music between the collective’s labelmates. “midsummer madness” is here.
Though this single doesn’t exhibit the skills of 88Rising’s entire label, Joji, Rich Brian, AUGUST 08 and Higher Brothers join forces for this summer smash. YouTube fans have already acclaimed this as this season’s best song, and I can’t argue that. Whatever appears on Drake’s Scorpion will get hot and Kanye West has already taken over June with G.O.O.D. Music projects, but when it comes to vibes that allow your mind to travel to back in time to the kid you once were enjoying summer days, it’s not even a battle.
Because there’s nothing more enjoying than nostalgia embodying your present self. Capturing the mindset of your youth and enjoying that today is rare to find, especially when that process emanates from a song.
“midsummer madness” is more than just a tune for the summer, it’s a time capsule to all your summers.
After you watch the music video above, check out 88Rising’s NIKI, the playful soulstress who can capture your soul with a melody.
Also, 88rising will be at the Head In The Clouds Music & Arts Festival on September 22, 2018 in Los Angeles. Purchase tickets here.