Rapper, songwriter and producer Altimet is ready to move to a different stage in life
RAPPER, SONGWRITER AND PRODUCER ALTIMET IS READY TO MOVE TO A DIFFERENT STAGE IN LIFE
TO WRITE THE PERFECT BALLAD - that’s the goal for Altimet right now. It may seem out of character for someone who built his reputation as a rapper to want to write something sentimental. But it signifies his current state of mind.
“I am in a different stage of life,” he says. “When I was younger, I really liked to perform. It was about look at me, look what I can do. A lot of rapping about rapping.”
The younger Altimet, he admits, had a competitive streak where it is about showing what a “good rapper” he was and about being “better than you.”
“As you mature, you become more secure. You know what you can do,” he states. That maturity has influenced his songwriting process. It has become more about telling a story.
“I want you to feel a certain way when you listen to a song” he describes. “Being on stage and having people acknowledge you is not so important any more. It is about the writing.”
A discernable shift for one who is acknowledged as being one of the most prolific rappers in the industry. Altimet first entered the scene in the 90s, as a member of the Teh Tarik Crew. In 2007, he released his debut solo album, First Among Equals. To date he has had five albums including the critically acclaimed Amboi (2016). Last year, the song, Kita Jaga Kita, co-written with Bo Amir Iqram for the phenomenally successful Ejen Ali (2019) found new meaning as we battled the pandemic. The new version was used in the short film Ejen Ali Misi: Juang (2020).
The music video for the latest version has to date garnered more than 3 million views on YouTube while the original stands at 7 million views. Last year, in an interview with the News Straits Times described the song as being “for the people.” In the interview, Altimet also shared his belief that art is something that should be shared.
Now, that he is veering towards writing ballads, does it mean a different Altimet has emerged? A sentimental song just doesn’t seem to have the same cred as rapping which has social commentary as its roots.
Not necessarily, he says. “With ballads, you can inject storytelling.” He points to Michael Jackson’s Man in the Mirror as an example.
“It is a lower tempo than his other hits, but it is not a love song,” he explains. “It talks about current issues and social themes. You can inject that into ballads. It would be more unique.”
In fact, he hopes to make it into a “USP” for his brand of songwriting.
“So that when people are making an album, they will feel like that must have this song by Altimet, that they need his stamp.”
With more than two decades in the entertainment industry, also involving work in film and television, Altimet is also ready to take on a different role in the industry. Last year, he joined forces with Yasmeen Zainal, his manager, to start the artiste management company SVLTAN management.
“It’s more Yasmeen’s thing,” he said. “I know what she can do and what she can offer. I fully support her and I said if you are starting something and are ever in need of funds, I want to invest for all the things you have done for me. I told her that because I know it is her thing, it is likely to be a success.”
SVLTAN Management launched a year ago, just before the pandemic hit Malaysia. The aftermath of the lockdowns and movement control has since had an impact on the industry. What most don’t realise is that the downturn doesn’t just affect the artists and entertainers but those who provide support services as well.
“We have to talk about the guy who rents vehicles for productions,” he states. “They are all affected. Things are moving now but it is tough for the creative industry. It is the first to be affected but the last one to recover.”
But it is because of this having the right management really matters. For last year, contrary to what most people realise, all budgets were locked in when the control order was put into it effect, which meant there were opportunities to be explored for artistes.
“We know there are jobs out there,” he says. “For a lot of corporates, the budget had already been set, so they have to spend it.”
As a result, things have been progressing well for the company that has just entered its second year of business. He describes his role, however, as being more of a consultant.
“Ultimately, the decision falls with the creative person,” he explains. “I tell the talent, you make the call. I want them to have ownership and have accountability over decisions. If things work out, it is on you but if things don’t work out, it is also on you.”
He believes that as we move forward as a sociey, having management for creatives is going be increasingly important.
“We will need people who can manage creatives, who can bridge creatives with corporates, music with the industry, funds with films. Sometimes there is no bridge between both and then it is just “chicken and duck” talk.”
Often, artistes just want to talk about art and financiers just want to talk about returns. To bridge the gap means to establish a better
I SPENT THE BETTER PART OF 20 YEARS BEING VERY SELFISH, JUST THINKING ABOUT WHAT I WANT TO DO.
I THINK IT IS TIME TO REVERSE THAT AND LOOK OUTWARD TO OTHER PEOPLE
understanding between creatives and the creative industry. Art, he says, is qualitative and attempting to quantify it can be complicated.
“There’s always going to be issues because how do you put a price on an idea?” he asks. “There is always going to be friction when creatives and commerce meet. How do we reduce that friction? That’s where management and agencies come in.”
For the rapper, songwriter and producer, the lines are pretty clear. There is a separation between art and commodity. “Me recording is art but the moment it is completed, it is something that has to be monetised.”
Wanting to take on a greater role and give back to community has also influenced his recent decision to become more active in politics. In early April, it was announced that Altimet had joined Parti Keadilan Rakyat (PKR).
“I spent the better part of 20 years being very selfish, just thinking about what I want to do. I think it is time to reverse that and look outward to other people.”
He recollects how his dad, who was an engineer at Malaysia Singapore Airlines, was given the option to join either Singapore Airlines or Malaysia Airlines when the company split into two different entities. His father opted for Malaysia Airlines because he believed that it would be better for his children.
“I don’t tell the story often but he did something thinking of us and it is time for me to start thinking about my children. Malaysia and Selangor has been good to my dad and to me. I owe it to Malaysia.”
He was warned that there would be “repercussions” with joining an opposition party but he believes that Malaysia has matured. For more than a decade now, Malaysia has seen much growth in terms of its democracy and if there are tensions in terms of political views now, it can be attributed to “growing pains.”
“At the crux of it, everyone wants a better nation but it is the version of a better nation that is different and that’s fine.”
While he has formally become a member of the party, for now, he doesn’t see himself taking on any formal role.
“My agenda is to try to tell people to be politically aware,” he says, “that we have to be conscious about these things. You have to know that you have to have a voice and affect the change you want to affect.”
This is the third time that Altimet is featured in August Man Malaysia. The first was in 2010, the second was as a recipient of our Men of the Year (2016). The 2021 Altimet, he says has evolved into just “going with the flow.”
And proof of this new attitude is that he replies, “Will see what happens,” when asked about his expectations for the year, adding that he has been focused of on the philosophy of action through inaction.
“I don’t believe in having rigid plans because things can change. There is this saying that plans are useless but planning is great. I am shifting towards that. It is a nice progression.”
MY AGENDA IS TO TRY TO TELL PEOPLE TO BE POLITICALLY AWARE, THAT WE HAVE TO BE CONSCIOUS ABOUT THESE THINGS. YOU HAVE TO KNOW THAT YOU HAVE TO HAVE A VOICE AND AFFECT THE CHANGE YOU WANT TO AFFECT