Hev Abi On Abiding By His Own Rules: “Sakin lang ang sakin, baby.”

Filipino hip-hop is changing the game of the OPM scene –– yet there’s no player who’s doing it quite like Hev Abi.

In just a short amount of time, the genre has established itself as a dominant figure on both the charts and culture of our country, but it could be said that it’s Abi and his effortless charm and authenticity that set him apart. It’s no easy feat to attain several of the top positions from various music charts across the country, but it’s as if success comes easily for the renowned rapper and his music. Rather than focusing on complex marketing strategies, he allows for his music to serve as the vehicle for his artistry to resonate with his audience, even in the most unexpected of ways.

“Para sa akin o kumpara sa iba, wala naman kaming masasabing plano o strategy na ginawa namin kung paano kami nakapunta o nakaabot kung nasaan kami ngayon. Ginagawa lang namin kung anong gusto namin marinig, at ginagawa parin namin yun [hanggang ngayon] sa mga kanta ko. Kasi as much as possible, we like to keep the whole process as natural as it can be, especially as its own thing,” is how he describes it.

[“For me, when I’m compared to others, I’d say that we don’t have any plans or strategies that we do when it comes to how we’ve reached this point of my career. We’re just doing what we want to hear, and we’re doing that same thing to this day with my music. Because as much as possible, we like to keep the whole process as natural as it can be, especially as its own thing.”]

Abi’s intrinsic process is clearly evident with his body of work, shining through the distinctive sound and ambiance that his playful swagger conveys per track –– which is no doubt as to why his music establishes a special hold to his fans and his critics alike. His 2023 album, Kung Alam Mo Lang showcases the rapper at his most vulnerable, with the clever play on its title winking at the audience –– almost as if it’s telling us “if only you knew” while he pours out his heart in the confessional and candid aspects of the record. Such forms of reeling his listeners in with these secrets have resulted in the record attaining over 200 million streams on Spotify alone, with Abi even claiming the top spot as the most listened-to artist in the Philippines for over one hundred days. 

Yet even as one of the biggest names in Filipino hip-hop today, that fact doesn’t exempt him from navigating the delicate balance between retaining his authenticity to adapting to the ever-evolving trends of what the industry may ask of him. “Yung goal ko is that I hope to stay true to myself despite anong hihingin or papagawin sakin sa industriya na ito. Siguro, bago and lahat, yun muna young ipapaptatak ko muna sa utak ko para sakin, tas parang yung mga iba, susunod nalang sila parang mga domino lang“, he wryly jokes.

[“My goal is that I hope I stay true to myself, despite what the industry asks of me to do. I guess before anything, that’s what I have to keep in mind for myself, but for others, I guess they’ll just follow and fall over like a stack of dominoes.”]

Despite breaking into the scene only less than five years ago, his process and mindset has worked wonders in such a short amount of time. Abi’s creative expression tends to unfold organically rather than being a deliberate, premeditated process, with results from this raw and unapologetic approach being what has impressed his audience the most. And even if other older rappers on the scene give him crap for it, he doesn’t bother putting much thought or filter behind such sentiments. 

Though his success reaches heights quite close to the literal stratosphere of the planet, the “Alam Mo Ba Girl” hitmaker is proud to embrace his career as an independent artist, staing; “Hindi nakakaniwala ng mga iba sa mga sinasabi ko na may mga artists have been getting f***ked over by their labels.”

[“Others don’t really believe in what I’ve been saying about how there are artists who have been getting f**ked over by their labels.”]

He proudly declares, “Taga 1103 ako, [at least] sakin lang ang sakin, baby.” And while this sense of independence fuels his passion for creating music on his terms and maintaining a sense of creative control –– it is ultimately what allows him to simultaneously stand out and thrive in such a cutthroat industry.

[“I’m from the 1103, so what’s mine is mine, baby.”]

“Buti nalang nagiging totoo parin [ako] sa sarili ko, halos sa lahat ng mga ginagawa ko. Kahit sa mga kanta ko, mga performance ko, or pag nag li-live [sa Instagram o TikTok] ganun, o sa pag post ko pag nagtweet”, he mentions. “Ugali ko lang ang palagi kong pinapakita, hindi nag papanggap ganun o kahit ano.”

[“It’s a good thing that I get to stay true to myself, especially in everything that I do. Whether its my music, my performances, or the way that I do my live videos on Instagram and Tiktok, or even the way that I post tweets. My attitude is what I never shy away from showing to my audience, and I’m not looking for any sort of validation or anything else from others when it comes to that”.]

With his status as one of the most promising hip-hop artists of today, Abi states his excitement about the future of Filipino hip-hop –– with an emphasis on seeing just how far the genre can grow from this point forward. Envisioning a bright future ahead, the rapper states how he would want to see “more music, more artists, and more sub-genres within hip-hop”. Yet for him, he proudly declares “Pero ako, gagawin ko pa rin kung anong ginagawa ko [ngayon],” –– which solidifies his commitment to the craft.

[“For me, I’ll just keep doing what I’m doing now.”]

In contributing to Filipino hip-hop’s growth and recognition on a global scale, Abi aspires to inspire fellow artists to embrace innovation and individuality in their musical endeavors. “Gusto ko maging tao na yung mga artists can learn new things from and get inspired to get a little weird with their music –– parang lang sa mga ginagawa ko, or sa mga nakikita mo sa mga ibang magaling musicians dito,” he says, outlining his vision for a diverse and globally recognized Filipino hip-hop scene.

[“I would like to be the type of person that other artists can learn new things from, and to get inspired to get a little weird with their music –– just as I’ve been doing with my work, or with what you can notice from other great artists here.”]

But in the present, it could easily be noted that Abi’s journey is not merely a rise to the top of the charts; but as both a beacon of promise and genuine force poised to make significant waves on the global scale. And with big things coming up on the horizon, Hev Abi is definitely a standout player on the scene –– one who continues playing by his own rules, changing the game as time goes by.

A version of this story appeared on Billboard Philippines’ Hip-hop Issue, dated April 15.

_{Photographed by Everywhere We Shoot. Assisted by JV Rabano and Don Calopez. Styling by Daryl Chang, assisted by Kurt Abonal and Maria Paz Gamus. Creative and Fashion Direction by Daryl Chang. Art Direction by Nicole Almero. Hair by Nix Institute of Beauty. Makeup by Estee Lauder PH. Shoot Coordination by Mikaela Cruz. On Hev Abi: VIKTOR MANILA trousers, and ZARA varsity jacket, UNIQLO button-down shirt and GENTLE MONSTER eyewear.}

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