Expanding his horizonAasis Giri—also known as Aasis Beats—is a music producer in Kathmandu. But his music has travelled around the world.
Aasis Giri is a simple man. “I like to spend my time as I used to as a kid, with my old friends,” he says. He likes working out, playing music and walking around Hanuman Dhoka in his free time. He is also Aasis Beats, a prominent music producer, representing Nepal in the global music sphere by producing songs that have featured in global charts and collaborating with top artists like Lil Durk and Seth G.
Aasis has been working in the industry for the past seven years. From the beginning, he wanted to place himself in the global market and was drawn more to the global music production culture. “I started by listening to people like Juice WRLD. I was always more attracted by the innovations abroad.”
In comparison, the Nepali hip-hop sphere always felt limiting. “The Nepali music industry isn’t that good on the Hip-hop side. The producers aren’t given recognition or treated well.” Because of this, Aasis entered music production with the mindset of working with foreign talents.
The initial days were not easy. “There was pushback from my family. A lot of people especially believe that hip-hop music is for ‘bad kids’,” he says. He was always more inclined towards music than studying and recalls playing a keyboard while in school. “What I used to do to appease my parents was to make do with the basic equipment I had and not impose any extra expenses,” he recalls. In 2017, Aasis started his own youtube channel called Aasis Beats, and since then, he hasn’t looked back.
Despite only being 26, Aasis has achieved a lot in his seven years in the industry. “I started working with artists like Seth G and soon got a steady income while staying in Nepal. I was approached by big producers like Mantra, too,” he says. Mantra, a multi-platinum producer, has collaborated with popular artists like Rihanna and Dua Lipa. With another artist Nicky Bondz, Aasis worked on ‘Satellites', which sold over a million records in the US alone, going ‘platinum.’
An important part of his job is maintaining contacts. Aasis believes that the internet made it easier for him to reach the international market. “If a producer has to recognise and collaborate with someone, communication is key. With Instagram, Twitter and such platforms, it is easier to do that on a large scope,” he says. For him, politeness is key, but putting oneself out there is also incredibly important. “Some rejections will definitely come, but if you don’t put yourself out there, getting that recognition is difficult,” he claims.
“A producer creates the beats and works extensively on the song before the artists receive it and add their lyrics and perform it,” says Aasis. Yet, music producers aren’t given nearly as much recognition as singers. While this is also a case globally, up-and-coming producers like Metro Boomin make music production much more accessible through their larger-than-life personalities. “That is yet to happen in Nepal, as the hip-hop genre itself is new here, but I believe I can help bring change in how music producers are seen here,” he says.
An important element for every creator is a comfortable workspace, which is even more essential for a music producer. “I need a quiet environment to work early in the morning with my laptop, keyboard, and synthesisers,” he says. “Even while working from home, I have to give eight to ten hours daily just to keep on time with my work. I have to treat it as a full-time job for maximum efficiency,” he says, as the job is hectic and fast-paced, with massive, regular commitments needed.
Aasis recently worked with Universal Music Group and Unbound Entertainment, the latter known for their links with prominent Korean bands and artists. “For the future, I might work from abroad, or even work on my existing record label in Nepal, and give more exposure to local artists and music producers,” he says. His biggest goal now is to put Nepal on the global musical map through his work and show that hip-hop has a solid scope here. “We have very few producers here, and hip hop is stigmatised already. I want to change that narrative,” he says.
Producers like Aasis represent a new revolution in Nepali music. Having already achieved so much at such a young age, and that too globally, Aasis is an example of a talented, outgoing and ambitious bunch of young creators who won’t stop until they reach the top. “We haven’t had global award winners and trendsetters in music from Nepal. I want to be that person,” he says.
Album recommendations by Aasis Beats
I really enjoy this album because of its incredible sounds and unique productions.
I admire this album because it changed the whole rap scene, especially regarding how people approach lyricism.
Artist: J. Cole
incredible tracks from start to finish. It feels like going on a long, lovely journey.
Artist: Lil Baby
This album is incredibly produced and has a refreshing flow and style of trap music.
Artist: Juice WRLD
This album is special because it inspired my sound and helped me become a better producer.
Artist: Kendrick Lamar
This album took the genre by storm with unique production and masterful lyricism.