Subculture Legend: Rich Chigga

By Penny Lai

  If you are familiar with American Hip-Hop culture, there’s a huge chance you have heard of this name: Rich Chigga. In 2016, Rich Chigga took over the Internet with a song, Dat $tick. An Indonesian boy with buttoned up polo shirt and a fanny pack, rapping hardcore ghetto lyrics. Who is Rich Chigga? Hold on to your hat, his story might blow you away.

 

Rich Chigga’s real name is Brian Imanuel, an 18 years old boy form Jakarta, Indonesia. He comes from an ordinary middle-class family. He never has a formal education since he was home-schooled. However, that did not stop his eager heart from learning. Brian’s introverted nature came to a relief when he discovered the Internet when he was 11. He started to dive into the world of YouTube, Vine and Twitter. He started to learn English through English songs, videos, and chatting with online friends on Twitter. He says that when a friend showed him Macklemore’s popular hit, Thrift Shop, he was fascinated by American Hip-Hop and R&B. Brain started to practice his English through rap songs. By the age of 15, he already had thousands of followers on Twitter and Vine for making humorous photoshopped pictures and short videos. In 2016, he decided to put in serious effort to write a song, with the help of music production from his friend. Thus, Internet sensation, Dat $tick, was born.

  Brian and his friends made the music, shot the video, and put it on YouTube. Soon enough, it got the attention of thousands of people. People on the Internet was confused and entertained by this Asian boy. In the video, Brian dressed like a “dad,” and raps about guns and tough gangster things with catchy rhythm. Brian’s agent soon saw the potential in Brian, he made a video which included several famous rappers reacting to his debut single, Dat $tick. Not only did the rappers complement highly on Brain’s work, the video helped the song get even more views and attention than ever. By now, the music video on YouTube has gone over 81 million views. Brian says that he was trying to be ironic with the song and his style. He thought it would be funny for people to see a dorky Asian boy raps about hardcore gangster song.

In the beginning of 2018, Rich Chigga decided to change his stage name into Brian. He admits that the word “chigga” (Chinese Nigga) was an immature decision, and he will start his new year with a new name. Brian writes his songs mainly by himself. His talent and vision are not something that anyone can underestimate. And his fans can look forward to seeing his first album as Brian announced it on his Instagram that his debut project, “Amen,” is coming this year 2018.