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As Rich Chigga - a portmanteau of Chinese and a racial slur - he would score a hit and become a viral sensation with the song “Dat $tick,” garnering millions of plays on platforms like SoundCloud and YouTube and support from rap luminaries like Ghostface Killah.

He felt his own name, Brian Imanuel Soewarno, was too long, but a suggestion by his friend caught his eye: “Rich Chigga.”

In the video for Dat $tick – 88rising’s biggest hit to date – Indonesian rapper Rich Brian performed in a buttoned-up polo and fanny pack, all the while referring to himself as a “Chigga”.

But for many people, the name he performed under at the time — Rich Chigga — was a sour note.

And the influence goes both ways: Rolling Loud booked Asia-based acts Rich Chigga and Keith Ape for U.S. dates.