For an industry that more often than not gets dismissed by local audiences as a watered-down version of our international counterparts solely due to culture cringe, making it in the Malaysian music scene truly requires more than just talent and a pretty face. In a time where content is pushed through the echo chambers of our algorithm, what approach do Malaysian musicians take to strike a chord with homegrown listeners? Men’s Folio speaks to Arif Kamarudin of Midnight Fusic on what it takes to blaze a path in the local music scene.

What was your first introduction to music growing up?

Growing up in a very musical household meant being exposed to all different kinds of sounds. I remember the first time I heard Michael Jackson’s Human Nature and how it made me feel. To me, this signalled the power of music when it comes to evoking emotions.. From then on, I ventured into different genres like rock, hip-hop, jazz and beyond.

What are some surreal memories that have led to creating some impactful work?

There are a few moments that are very important to me, including hearing my songs on the radio for the first time and playing for a full crowd at Good Vibes Festival in 2019. It is surreal being able to perform at festivals you grew up attending. As a lot of my work stems from darker, more introspective moments in life, I am also unafraid to tap into the personal struggles I have faced in trying times. Both vulnerability and triumph have translated into creating a dynamic performance.

Is there pressure to create music that goes viral?

There is definitely pressure, given the landscape of the music industry. Everyone is after a viral moment, and I completely understand why they do it. However, it is not my driving factor — I want my music to resonate with people, and if it happens to go viral, then great. I am more invested in staying true to my sound and building a lasting connection with my listeners.

There is this idea that you can only succeed if you have a big following on social media. Do you find that to be true?

Social media is important, but it is not the be-all and end-all. While it is a tool that is great for reaching your audience, I do not see having a big following directly translating to success or being a great artist. At the end of the day, does your music connect with your audience?

What are some processes that casual listeners do not realise that you are a part of?

I am involved in pretty much every aspect of the process, from writing the music to planning the visuals and how the performances take place on stage. A lot of people do not realise how much work goes into putting out music, like planning the release strategy or working with other creatives to create a cohesive look and feel — it is so much more than just making music. I am blessed to be in a band with friends who share the same passion, and each of us gets to bring something irreplaceable to the table. 

There is always talk about nepo babies and industry plants — are they a thing in your creative scene?

If so, what advantages do they receive? I think the concept of industry plants and nepo babies exists in every industry to some extent, but it does not bother me too much. Some individuals have an edge when it comes to having connections or resources, but I prefer to do things my way. While challenging at times, it is more rewarding when you do things on your terms. The connections will come along the way.

Besides music, how do you use other cues like fashion and visuals to convey your message?

I consider fashion and visuals as extensions to the music we make, as they are all connected. From our album art to music videos, you can observe how our styles are reflected in our work. Sometimes it is intense and cathartic, other times it is more laidback and introspective. More than just playing the track, we look at our performances as a way to connect with the crowd.

What feels the most fulfilling to you about what you do? What keeps you going?

I think the most fulfilling thing is seeing others connect with our music in a personal way. What keeps me going are the fans who tell us that a song has helped them through tough times and how they can relate to the lyrics we write. To me, that means we can make an impact through our music. It is affirming to know that your music serves a purpose.

Photography Chee Wei

Editorial Director Izwan Abdullah

Fashion Direction Manfred Lu

Styling Liew Hui Ying

Fashion Coordination Asha Farisha

Grooming Chu Fan

Hair Philex Chin

Photography Assistant Dain Lee

Hair Assistant Kahwayne

Styling Assistants Alaisha Bornina, Mia Rahimi

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