What’s Going On Here? Asianpaper

Words by Eero Deosaran

There was a time in recent popular music history defined by the cultural dominance and influence that supergroups had in the 2010s. I’m reminded of a 15-year-old me who was obsessed with Brockhampton, or my peers who talk about OFWGKTA and A$AP Mob like they are their second family. I’m even reminded of older generations, who have a sparkle in their eye whenever Wu-Tang Clan is brought up in conversation. The idea of a supergroup having this much credibility and connective power is timeless, but after COVID, this dichotomy died, and everything went online. When the first rumblings of Asianpaper started on Instagram in just January this year, London and the greater UK underground scene weren’t prepared for the movement that it would go on to become. For the first time in a long time, I feel the same sense of collectiveness that I did during the supergroup era.

Asianpaper is a collective of South Asian Brits looking to create a community focused on diversifying and bringing what has been a very online movement into the real world. Consisting of Electroclash duo Omar and Jamal, aka The Twins, producer Amil Raja, DJ Jerimiah Jim, and videographer Arran Ashan, the group has created a audio-visual style based on the unique identities of South Asian Brits, fusing references to contemporary British street and internet culture with their heritage. In an interview with Pigeons & Planes, Omar and Jamal speak about finding their sense of heritage by reinterpreting and rediscovering it through their art. You can see and hear the mesh of their experiences in their videos and music, and for many fans from immigrant backgrounds, this message resonates deeply.

That duality defines the ethos of Asianpaper, giving a presence to a cultural identity forgotten in the pop culture zeitgeist. For an audience of Western South Asians, Asianpaper is creating new reference points and cultural capital for the community to support and look up to. As audiences have begun to catch on, they have transformed Asianpaper from an outlet for these concepts into what’s becoming a full-fledged movement.

As Asianpaper’s following grew online, the collective turned their platform from a space to promote their art into a label, hosting events throughout London to bring their growing community together. In March, in the upper floor of a small Cafe in the famed East London neighborhood of Shoreditch, Asianpaper hosted their first event: a DJ party with free Chai and The Twins merchandise for those who came early. It resembled what South Asian Brits call “Daytimers”; a deep-rooted history of party culture, young UK Desis would host after school to avoid strict households and racist club culture. Even though it was hosted on a Sunday at the end of March on a rainy day, the entire space was packed and spilling outdoors, full of smiling faces, a bodacious mix of music from Dubstep and Grime to No Wave and Post Punk, and a real sense of community that Asianpaper was building.

It was that day that solidified Asianpaper as a name to familiarize with, and in the coming month and a half, leading up to the release of The Twins’ newest project, ‘There&Back’, the collective prepared their largest event yet, a release party at Colour Factory, one of London’s largest club venues. The lineup for the party was stacked, featuring names such as Wraith9, the genius producer behind Esdeekid’s success, rising London star Thesoundchalkmakes, Drain Gang producer Varg2TM, and, of course, all of Asianpaper.

The night of the party saw Colour Factory swarm with what felt like every young person in London, all excited to celebrate the success of this movement that’s become a solid part of the UK underground. As performances happened throughout the night, the energy filling the air was electric with excitement. When The Twins came on to perform their freshly released EP for the first time, the whole crowd danced and sang along to songs that hadn’t even been out for a full 24 hours. The Asianpaper movement was officially in full swing, and it has been proven that the group is here to stay.

Asianpaper is going to become a name that everyone remembers for their impact. Still so early on into the group’s beginnings, you can already feel the effects of the group’s work ring out across greater underground music culture. In an era where supergroups are rare, Asianpaper is here to fill the gap.

At Activaire, we believe that when brand stories and music move together, they create something extraordinary. This connection forms a new emotional dimension where experience and identity meet.

Curator is the platform that makes this possible. It maps your brand’s story to sound and adapts dynamically to location, audience, time of day, and season. Whether you are a music expert or someone newly responsible for selecting a music service, Curator ensures that your brand always feels alive and in sync with culture.

With full-service curation and ongoing support from our team, Curator helps your brand evolve in real time. Music is dynamic, and your brand is dynamic. When you combine them with Curator, you can hear the difference.

Find out more about Curator here at www.activaire.com