By Dubai Rapper PAV4N’s 4NC¥ Label Celebrates Prolific First Year
PAV4N’s record label 4NC¥ – pronounced Foreign Currency – is celebrating its first anniversary with the Dubai rapper’s new track, MAXIMISE. Incredibly, MAXIMISE is the 78th release on the imprint in just 12 months. Produced by Silverstrike, the single energetically combines PAV4N’s poetic dexterity and usual brand of swagger-fuelled rap with explosive hip-hop beats.
“The lyrics are about upping one’s game,” explains PAV4N. “For this track, I steered away from social political commentary and kept it very rap focused. There is much subtext about things I’ve seen over the years and the state of artists’ intentions and the industry.”
Versatility
Founder of hip-hop crew Foreign Beggars, PAV4N – aka Pavan Mukhi – is one of the most respected MCs of Indian origin. Encouraged by the explosion of electronic and hip-hop music in India, PAV4N initially planned to launch 4NC¥ once his new solo career was in full swing. But with the global pandemic bringing live work to a halt last year, he launched the label sooner than expected.
The 4NC¥ catalogue is a case study in musical versatility, from the smooth, almost liquified drum & bass stylings of D-Code & Psylence through to more classic dubstep sounds of the legendary Sukh Knight and the experimental, futuristic r&b flavours of Killswsh. While 4NC¥ welcomes artists from around the world, PAV4N is actively homing in on talent from South Asia and other territories, including the UAE.
“I want to connect scenes from around the world,” PAV4N explains. He claims “incredible music” created by artists from India, the UAE and “other countries that aren’t at the epicentre of specific music movements” is not receiving the recognition it deserves. Through 4NC¥, PAV4N is using his industry connections to push these projects out into the world. “I’m just happy to be in a position to open doors for an entirely new generation of talent.”
Shared Vision
PAV4N describes his label’s first year as a “heavy learning experience”. The 4NC¥ team have “a shared vision” to elevate the label’s artists, while sourcing talent “comes naturally” to PAV4N. “I’m an avid researcher and consumer of music with a penchant for the ‘new new’ in exciting underground music movements. I also have two A&Rs on my team – Kiran Kotecha, who is part of the Daytimers collective, and Harrison Powell, aka Confusious, who has been deep in the 140 and drum & bass scenes for many years. Releasing 78 records in 12 months has been a challenge but we’ve done what we set out to do and the stage is now set.”
Talent
According to PAV4N, the UAE boasts a multitude of talent. He namechecks Hamdan Abri, TAC, Freek, Gorilla Adham, Santo, Beykey, Ahmedoo, MoFlow, Kafv, Leila Kardan, Noush and Ray Beatbox. He’s also impressed by Niki Mukhi, Adamillion, Mark1, Nishan, Foreign Geechi, Danny Bare Noize, Megatronic, Mjeezy, P Storm and Swerte. And he makes nods to Dana Naidu, Eshani, Esther Eden, Shebani and KC Hamada too.
Furthermore, PAV4N claims the UAE’s music industry is in a better place than before thanks to “proper music ambassadors” like Big Hass, Ma’ana Music and Audio Swim. And he commends Pop Arabia boss Spek’s efforts to educate the industry and artists on royalty management.
Pipeline
As 4NC¥ enters its second year, PAV4N has a collaboration with Scottish grime lord Shogun in the pipeline. He features on Saxxon’s new album Fractions – the first d&b album released as an NFT. There’s a full EP with Mazzi and S.o.u.l Purpose in the works featuring UAE artists, plus collaborations with rising d&b star Duskee and the legendary Krafty Kuts. PAV4N hits the UK for a run of live shows from September to November and we’ll hopefully see an artist album around Q2 next year. In the meantime, wrap your ears around MAXIMISE below.
Also read: Dubai Rapper PAV4N Teams Up with Benny L on Face-Melting D&B Track
