New Era continues its global tour of underground music scenes and heads to the volcanic fields in northern Iceland to explore the up-and-coming rap scene in the capital city of Reykjavik.
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On a street corner in Reykjavik city center - or “101” as the locals call it - stands an old and colorful corrugated iron building known as Prikið (pronounced “Prikid”): Prikið is the vibrant heart of the Icelandic rap scene.
“It is our church,” says Joey Christ, one of the most famous rappers in town. “This is where artists get their first chance and this is where their legacy is cemented.”
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Hip-hop has grown steadily in Iceland: Even now, there is a new generation of artists who are attracting the masses to Prikið with their determined DIY attitude.
That's why the sounds from Reykjavik are at the center of New Era's latest music documentary. It is the second part of a documentary series that continues this year.
With every film, New Era works with creative communities around the world and provides the funds and support that will push them even further.
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At the center of Reykjavik's creative community is Geoffrey Þór Huntingdon-Williams, manager of Prikið and founder of Sticky Records. “Iceland is a creative and magical place to grow up,” says Geoffrey.
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“In Reykjavik, rap has repeatedly appeared and disappeared. You could think about it in depth and trace it back to the story of old Norse rhymes and to the fact that we've always loved playing with words. But something about the energy of rap music can be transferred very well here.
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One of the artists that Geoffrey is most excited about right now is Elvar. Elvar was born in India, but has lived in Iceland since childhood and is known throughout the city for his album “TROPEZOO”.
Another artist filling out Prikið with her explosive live shows and frenetic DJ sets is Filipino-Icelandic artist Countess Malaise. “I would describe my music as emotional, intense and sexy,” she says. Her hit single “Tired of This Shit” is a tongue-in-cheek and contagious ode to losing your control.
Whenever artists like Elvar and Countess Malaise release new singles, they are enthusiastically received by the rap and electronic radio station Útvarp 101 in town.
The channel is another example of how the local rap scene supports itself, it was created by Joey Christ, who rose with the wave of 2015 and later opened shows for everyone from Young Thug to Migos.
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“We wanted to start this radio station to say something,” says Joey. “So we wanted to play music that we liked and thought was relevant and fill a niche that we thought wasn't being filled by other radio stations. We wanted to create a space where this culture gets the respect it deserves.
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In May of this year, New Era did its part to promote the special wave of talent emerging in Reykjavik with a sold-out show at Prikið, headlining Elvar and Countess Malaise, of course managed by Geoffrey.
New Era is available at 43einhalb, Asphaltgold, Brooklyn, Jumpnshoez, Lessmoney, Perplex, Speed and Stormbreaker.
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Photos via New Era
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