
Shirt, shoes, all Onitsuka Tiger; Tights, Stylist’s Own

(On DJ Kiara) Jacket, heels, all Onitsuka Tiger; Tights, Stylist’s Own (On Yung Raja) Hoodie, polo shirt, jeans, sneakers, all Onitsuka Tiger; T-shirt, Stylist’s Own (On Haven) Dungaree, sneakers, all Onitsuka Tiger

(On Yaung) Shirt, jeans, all Onitsuka Tiger; (On Alfred) Cardigan, jeans, sneakers, all Onitsuka Tiger; Necklace, belt, rings, briefs, all Stylist’s Own (On Shazza) Jacket, shirt, jeans, all Onitsuka Tiger; Hijab, T-shirt, earrings, belt, bracelet, Shazza’s Own
No one likes being told what to do. When it comes to the subjective matters of taste, the age-old adage of Support Local Arts has long run its course as a relevant sentiment to garner interest in local acts — now a throwaway statement for performative solidarity without actually doing the walk. “Instead of supporting local, support good, regardless of where it’s from,” rapper Abangsapau was quoted last year, succinctly encapsulating this spirit. In this case, where do local musicians stand between being the top-used TikTok audio for the week and being organically introduced through the algorithm to demonstrate success? More than just a collection of accolades and reposts of fans’ Spotify Wrapped, to succeed comes as a form of sustenance in this game. Gathered at Another Bar on Bras Basah Road and all dressed in Onitsuka Tiger, Men’s Folio chats with purveyors of the Singaporean music scene to find out what it takes to make it in the local music scene.

Sweater, Prada; Tank top, jeans, belt, all Stylist’s Own
When asked if there is pressure to create music that goes viral, most gave an affirming nod. “When I was signed to a major label, there were definitely a lot of conversations about marketing strategies, planning for viral moments and measuring success based on engagement and numbers,” explains rapper Yung Raja. Now, he uses it to be a good benchmark to plan out how one would market their music objectively. “Dance challenges have become a huge way to promote music, so there is a push towards creating catchy choruses and choreography that could go viral,” explains singer Alfred Sun. Singer Sorn and rapper Yaung, however, observe this as a phenomenon dependent on factors both within and beyond their locus of control. It all comes down to presenting an authentic craft at the right place and time. “It ends up being a process where my team and I look back at a song and think ‘Oh, this could perform well on TikTok, Great!’” Rather than workshopping her music with an intention for virality, singer Shazza considers this more of an afterthought in the marketing stage.
Having worn by the likes of Charli XCX, Chappell Roan and Gracie Abrams in the Western pop scene, the label of being an industry plant or a nepo baby has been used to highlight, discredit or attribute one’s success. Within the industry, we ask if these factors play a vital role towards guaranteeing success. “Everyone has a different starting point and challenges, but at the end of the day, it is your own marathon,” explains Yaung. The resounding sentiment is that while there is no denying some individuals get access to a larger network of connections and financial backing to kickstart, talent and hardship are indispensable elements to sustain. “Coming into the eighth year of my career and having built my career from the ground up, I would not be here without the grace of a lot of individuals who saw something in me,” recounts Yung Raja. “It is impossible to cut corners because the audience can smell BS from a mile away, especially if you do music just for the optics or because you have it easy.” While there is more pressure for those with privileges to prove themselves, Haven and Shazza share the sentiment that these individuals still have to put in the work. “If you have a child who wants to pursue something and wants to do it well, why would you not support them?” offers Shazza.

Skirt, Ralph Lauren; Bralette, gloves, all Stylist’s Own
The general assumption is that if not for the clout, could the pursuit of music be motivated by achieving monetary success? “I would liken this statement to telling people stocks are a great way to make money,” Shazza responds. “While there are lucrative aspects that come with massive returns, many do not realise the significant period of pumping in money in the early stages of our career.” DJ Kiara looks at music as a long-term journey to make money, citing that equipment like CDJs will sometimes take years to break even. “Many people would assume I am rich just because I am an artist. But the truth is quite the opposite — making music is one of the biggest investments I have made in life,” quips Haven. Sparked from the seeds of passion, keeping the flame ablaze comes down to putting in the time, drive and effort.

Cape, dress, boots, all Hermès; Hijab, Shazza’s Own
In an industry that champions authenticity, comparisons can come across as a touchy subject where they either serve as an accessible introduction to like-minded creatives or a blanket statement that reduces one’s craft to a watered-down version of someone else’s work. To Sorn, this is just a matter of getting used to. “Even when I was in CLC as a K-pop girl group, I was being compared to others. While it can get to your head, I just recognise it as human nature and shift my mindset to better myself.” Alfred turns pressure into compliments and inspiration, striving to show different aspects of his creativity. “I have received comments on videos that call me the Yuna of Singapore. As she played a huge role in helping me believe that I could, too pursue music and succeed, this comparison came as a huge honour. However, I do not take on the pressure as I acknowledge that I am still my own individual,” says Shazza. As demonstrated by Yung Raja, assurance takes time. “I do my thing, and as far as I know there is only one Yung Raja in this world. It has taken me many years to get to this point, and I do not let comparison become the thief of my joy.”

Cardigan, skirt, all Onitsuka Tiger; Tights, bracelet, all Stylist’s Own
To the untrained ear tainted by cultural cringe, it is easy to shrug off releases as two-dimensional, similar-sounding works created for 15-second Instagram Stories. However, a closer listen portrays a different story altogether. For this band of Singaporean artists, their unique lived experiences reflect a deeper insight into what drives their artistry. “I vividly remember being introduced to the crowd for the first time in a club setting and I decided to hide my face out of shyness. I was later reprimanded for my lack of confidence — this was my wake-up call to take pride in my craft,” recalls DJ Kiara. For Yung Raja, being acknowledged by M.I.A. for his efforts in creating his unique sound made him feel seen as a young artist, just as Shazza was shouted out by Coldplay’s Chris Martin. Besides meeting their heroes, fan interactions have given Sorn, Yaung and Shazza a sense of meaning towards what they do, imbuing their craft with a life that takes flight beyond a Spotify playlist.

Shirt, shots, all Coach; Belt, socks, all Stylist’s Own
As far as artistry is concerned, is anything sacred from being perceived in the public eye? “My music is like a diary, and it will always portray my most vulnerable side as I weave narratives that highlight different milestones of my life,” shares Haven. As Yaung attributes transparency as a pillar for genuine connection, Sorn and Shazza find themselves pouring out vulnerable moments into their craft a cathartic process that allows others to relate. However, there are boundaries they require to keep them going besides concealing the names of the real-life individuals who inspired their craft. “While I share my creative process and struggles with my audience, I do believe in keeping some things to myself so I can reflect and stay grounded,” shares Alfred. For Yung Raja, the need to compartmentalise parts of his private life comes as a form of self-preservation. “Especially being on the road and doing five, six shows straight, I can feel socially depleted. By keeping my family and friends private, I get to give them the time they deserve.”

Shirt, jeans, all Onitsuka Tiger
For work that begins in the recording studio and goes beyond creating a stage presence, how do these artists show up when they do not feel 100%? Sorn, Haven and DJ Kiara find resonance in gratitude — how lucky they are to be able to do what they do and channel their energy to put on a great show for the audience who are there to have a great time. Yaung considers showmanship as a form of discipline, embedding structure and consistency into his performances to will carry him on days he lacks motivation. “Creative blocks are real, and one of my biggest struggles is taking a long time to release a track. However, I have learned to take care of myself first, be it stepping back for a moment, getting some rest or making sure I am in the right headspace,” shares Alfred. While Yung Raja turns to meditation and prayer for a rush of motivation, Shazza performs for her younger self, citing that her 11-year-old self would be mind blown witness her achievements today.
Given the hardships, what is in it for these local artists? For many, it circles back to materialising a creative itch incepted through their first encounter with music. Growing up in a traditional South Indian household, soundtracks from Tamil movies and A. R. Rahman laid the groundwork for Yung Raja’s musical influences. Core memories of children’s television like Hi-5, Barney and High School Musical have left a lasting impact on Shazza and Haven, inspiring them connect and inspire through their musicality. “When I was younger, I genuinely thought people would just break out into musical numbers,” quips Haven. Be it the low-bitrate mp3 files that we shared on our flip phones or old CDs of The Carpenters played during school rides, these artists demonstrate that this pursuit comes as a cathartic expression of their emotions — it is how they spoke to the world around them.

Cardigan, Onitsuka Tiger; Shirt, shorts, bracelet, all Stylist’s Own
What makes everything worth it? The resounding sentiment is the ability to connect with others. It is power that comes from recognising their craft has travelled beyond the limits of their footprint. “Knowing that people in the crowd can lean on me to create a memorable night for them is incredibly fulfilling. I know how a single song can become a core memory to be looked at fondly years later,” shares DJ Kiara. The ability to encourage others to pursue their passions in life is also not something Haven takes likely, crediting her success beyond just her efforts. “I have been fortunate enough to build a career and share this story with you right now, and it is surreal being allowed to experience so much through my music, like attending Paris Fashion Week which I have dreamed about for ages,” says Yung Raja.

Dress, Prada
While drawing inspiration from different sources and creating tracks that may not directly sit cohesively in the same playlist besides one that is called Causeway Trends, there is a shared camaraderie between these artists — a kinship built on common challenges and an innate desire to connect with their homegrown audience. Under capitalism’s boiler room, the road ahead for a beautiful melody is a treacherous one — but let us dance in the meantime.
Photography Zantz Han
Editorial Director Izwan Abdullah
Styling Manfred Lu
Hair (Alfred) Christvian Wu, (Haven, Kiara, Yaung, Yung Raja) Eric Tan using KEUNE Haircosmetics, (Sorn) Rowan Lee
Makeup (Alfred) Zoel Tee using Dior Beauty, (Haven, Kiara) Kenneth Chia, (Yaung, Shazza) Eric Tan using Shu Uemera, (Yung Raja) Sha Shamsi
Photography Assistants Dennis Er, Yam Sin Yean
Styling Assistants Nicole Ng, Rakin Raman
Production Charmaine Tan, Vanessa Grace Ng
Location Another Bar
The DENIVITA Series will be available online, the Onitsuka Tiger flagship store at Takashimaya, and The Onitsuka at ION Orchard. Once you are done with this story, click here to catch up with our December/January 2025 issue.