New York, NY
Nivla was born and raised just north of New York City, the undisputed hip-hop capital of the world. Growing up near the Bronx in the shadows of groundbreaking American music, Nivla started rapping and beat-boxing at an early age. He honed his skills as an MC studying pioneers of the game such as De La Soul, LL Cool J, and A Tribe Called Quest, but soon developed his own unique style. Upon first listen it’s obvious that his flow and lyrics are strong enough to challenge any rapper, east or west. Nivla cites his major influences as Jay-Z, Nas, Kanye West, The Fugees, 2Pac, and Biggie. And like all of those artists, he keeps it real his songs are true to who he is, and true to where he’s been.
Nivla's debut independent album "Child of God" (Soul Tap Records) released in August 2007 features 17 tracks and is a split of American and South Asian sounds. The album features radio-friendly danceable songs such as the lead single "Kinda Girl I Like", a fusion of American and South Asian music, as well as harder street-wise cuts such as "Dangerous" which is enjoying strong mixtape buzz in the U.S. There is also familiar production such as “Be Easy (Koi Naa)", a fresh South Asian style hip-hop track over the “Rah-Rah” riddim that combines his assertive rap vocals over fervent Punjabi singing, and “Never Love Again (Ek Tarana)”, performed to the “Drop Leaf” riddim, where Nivla weaves an intricate tale of love and angst over a heartfelt Hindi chorus.
In January 2008 Nivla music career took huge leap when his lead single"Be Easy" was entered into the Doritos Crash the Superbowl contest, eventually leading Nivla not only to national exposure, but a deal with Interscope Records, a feat accomplished by no South Asian Hip Hop Artist at this point in the game. Nivla continued his journey toward national recognition when he beat out 800 other emcees to earn a spot in creating the Team USA’s basketball official anthem for the Beijing 2008 Olympics, produced by Just Blaze “Be Easy” has also been featured by Nike in stores and on ads world-wide, as well as on Nike.com, to promote their brand. Nivla was also featured in the August 2006 issue of XXL Magazine, one of the largest and most respected Hip-Hop trades in the World, and in a recent issue of iStyle Magazine. In 2007, Nivla was interviewed and guest-hosted a Top 10 Video countdown on MTV World.
Nivla has since been working hard to further his career in music. His departure from Soul Tap Records in Mid 2008 has led Nivla to create a new vision on how he sees his music progress. “ You have to learn in life that in order to get somewhere, you are your brand , and nobody will push that brand harder than YOU will.” Nivla’s future plans consist of putting out a second in Album sometime in 2010 with a bit more of a mainstream focus, however, still sticking with his South Asian roots.
Nivla’s future holds great promise. His many accomplishments showing not only where he has been, but where he will be heading in the near future. Through the ever changing and turbulent musical climate one thing will always remain the same. Nivla’s passion for his music and his determination to succeed, proving he will be a force to reckon with.