The artwork for Discomalaria—which was the best album title of last year—prominently features the rapper Seryoga (Seer-yoga) on an American $1,000,000 bill. A few decades ago, everyone in Russia probably thought that Americans walk around with those in their wallets. Today, Seryoga might very well be in the position to claim one of those bills for his very own.
The Russian rapper is a genuine star back in his home country. That might be a relative thing in the hip-hop hemisphere, so let’s address the issue through product endorsement. You can find Seryoga pitching Rocawear and Kangol products in Moscow stores and a few Brighton Beach boutiques. He’s certainly brought the sound of New Europe to the EuroMTV channels.
And, of course, Seryoga is all over YouTube. The video for “1000000$” (One Million Dollars, USA) is a lovely celebration of capitalism, mixing a shuffling beat with a sweet and lyrical chorus. We can safely assume that there’s no disapproval of American excess. The video ends with a writhing topless Russian babe covered in oil, as an angelic Seryoga—looking dressed for the opera—gives an approving thumbs-up.
Seryoga was set to make his American stage debut at Brooklyn College this week. Sadly—and predictably—visa difficulties have postponed the show. (Announcements for the new concert date will be at ArenaNY.com.)
At least the guy’s worthy of our sense of disappointment. Seryoga’s no novelty. That video on YouTube is a mere glimpse at his impressive array of sounds. There are 18 tracks on Discomalaria, and only three of them sound like cheap Russian knock-offs of an American product. That’s a better average than any homegrown hip-hop hero claimed last year.
The rest of Discomalaria is a carnival ride full of lush romance and the occasional trip through the horror house. The album opens with some indecipherable Russian (well, to me) that culminates in a cry of “Slow Jam!” That sets up a title track that’s less chill than chilling. As with “1000000$,” Seryoga provides another contrast of stark reportage and sexy ladies. Seryoga also uses some classically Russian instrumentation, and Eno’s going to be pissed that he didn’t get there first.
The album’s bouncy second song translates into “Barbecue,” and that’s enough reason right there for Seryoga to start working on his English skills. What’s more universal than barbecue? There’s another song that roughly translates into “Super Bookworm,” in which a Poindexter cultivates superpowers. We’d like to see the American rock critic who wouldn’t start raving over that idea. They all look more like Tobey Maguire than Brandon Routh, you know.
You might get some broken English from Seryoga in concert, but the rapping will likely remain in his native language. So will the product placement. The song where he croons about “Sonia Erickson” will still touch the hearts of those who love their Sony Ericsson cell phones.
He’s got a vodka endorsement, of course. Also, be forewarned that “Fluy Guy” really does translate into “Fly Guy.” It’s a pretty good track, though, and don’t think the guy’s out of touch. Russians can do retro, too.
