Rishi Rich - The Project

by Adam Anonymous

It’s a crazy world we live in

""Given the pop establishment has already given its seal of approval, chances are Rishi Rich won’t be altering his modus operandi for a while yet.""

It’s a crazy world we live in. “Customers who bought this item also bought: Comets On Fire…Muse…Snow Patrol,” our faithful source of artwork and release dates, Amazon, informs us of Asian hip-hop mogul Rishi Rich’s latest full-length, collating a stack of collaborative successes.

Perhaps it’s his eclectic production work with everyone from Craig David to Britney Spears, as well as a plethora of cult names from his native scene, that’s influenced such a broad-minded fan-base swayed into purchases. But on the evidence of ‘The Project’, which marries Rich’s super-slick production to appearances by enough Asian artists to fill our word count here, it’s difficult to see how.

That’s certainly not meant to bag an entire almost ghettoised genre with all the usual ignorance afforded by white hacks – either that or guilty liberal lefty critical overcompensation. It’s just few of the LP’s highlights make concessions aimed at crossing over to a mainstream audience, gobbling down plentiful Bollywood sounds and bhangra in the process.

Rich and comrades know their crowd and are stoically sticking to their guns. Indeed, ‘Stomp’ even addresses said stupidity, questioning “do they mistake Craig David for Lemar?” with a telling sneer. And given the pop establishment has already given its seal of approval, chances are Rishi Rich won’t be altering his modus operandi for a while yet.

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