Author: Jocelle Koh
Graphic Design: Allison Sun
With an unmistakable perm and effortlessly jazzy vocals, 9m88 has been both a breath of fresh air and a dark horse on the Mandarin music scene ever since her ever-growing presence and laidback sound was featured on rapper Leo Wang’s song ‘Weekends With You’ in 2016. Note the use of the word ‘feature’ rather than ‘debut’ – for all the success that the fashion and musically-forward artist has garnered over the years (performing at Clockenflap; collaborating with contemporary greats such as Sodagreen’s Wu Qing Feng, OZI, Ma Nien-Hsien; appearing on Marie Claire, Vogue, the list goes on…) the singer-songwriter has yet to debut with a full body of work.
Seeing all the hints being dropped on her social medias though, we feel that a great deal of long-awaited original work might be coming our way very soon! Yet before it does, we wanted to unpack the phenomenon of 9m88 and her ascent to visibility through the tactic of collaboration.
Given the increasing saturation of the market and therefore need to stand out, defining success in a pop musical collaboration setting has also become even more stringent and multifaceted. Does the song capture a good mix of the artists’ respective sounds? Does it have potential to create visibility that will translate to new engaged audiences? Does the positioning of the artists fit together? Was the cost required to collaborate worth the visibility? How does one define their expectations for ‘visibility’? And so the list goes on and on and on… In short, executing collaborations is easy enough, but creating a successful and effective collaboration is no walk in the park
9m88: The Perfect Collaboration Partner
And yet, 9m88 seems to be the queen of this delicate balancing act of collaboration. In a chicken-and-egg cycle, her high-quality brand attracts the right kinds of partners, and through intimate collaboration she skilfully and painstakingly renegotiates the final product (music and visuals) to work very much in her favour. For stakeholders, her presence on a project is both lucrative and quality-approved; and on the creative side of things her indomitable uniqueness AND musical versatility make her the perfect collaboration partner.
So how exactly did 9m88 leverage the art of artist collaboration to navigate her way upstream in such a competitive and saturated industry? We break down several of her notable collaboration projects to date in an effort to crack the code.