NINO gets his shine on his latest track featuring frequent collaborators F.HERO, Twopee Southside, and FIIXD in the powerhouse (and aptly titled) single, “CEO.”
The prolific, highly sought-after producer who’s behind many of Thailand’s biggest hip hop hits—from YOUNGOHM to MILLI—shares the spotlight with the trio in a bombastic visual which he also co-directed.
The video ends with a montage of social media posts where NINO and his numerous collaborators share their past work in various stages of development.
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NINO hinted at an upcoming album in the cover art promoting the track, using hashtag “ALBUM,” but has not provided more details.
The posse track is the HYPE TRAIN label’s latest high-profile release, following last month’s cypher, which featured its entire roster: OG Bobby, SPRITE, GUYGEEGEE, Seedaa Thevillain, Eskiimo, Iceace, and Don Kids—who, except for Seedaa Thevillain also had a cameo in the “CEO” visual, along with many other Thai rappers.
In a HipHopDX Asia exclusive interview with F.HERO last year, the Thai rap pioneer described how their native language makes for a unique hip hop sound, while also sharing that in recent years, more and more international sounds are being adopted by Thai producers.
He said, “The Thai-style pentatonic sound is like the sound that you can hear from YOUNGOHM or ILLSLICK which you can hear the unique Thai-style pentatonic sound when they start rapping melodically. But we are also open to more international sounds because [HYPE TRAIN producer] NINO’s beats also have an American vibe.”
In other NINO news, the producer took to Instagram yesterday in his studio where he played host to special visitors, Muay Thai artist and rapper CASSHAN and Florida hip hop artist Denzel Curry, who is a long-time avid fan of the combat sport.
Watch “CEO” below: