Most Malaysian singers write, record and perform in their own native tongues - but only a handful of them do so in Malaysian dialects. On top of our heads, Blues Gang’s Apo Nak Dikato was written with a pure Nogori accent about as thick as their masak lomak. The song still surrounds your regular roadside stalls, especially in Kuala Pilah - which is a testament to the endearing value of such a concept.

Recently, another rock outfit emerged from the remnants of Killeur Calculateur and Dirgahayu, forming the enigmatic No Good. Known for hits such as ‘Che Using’ and ‘D’Kolupo’, the band wrote their songs in Kelantanese. The result? Instant subcultural hit. Sold out shows in palm plantations, heritage buildings, you name it. Real recognizes real and Malaysians hold that to heart.

You know who else is real? Meet Fahmi, a musician based in KL.

Looks familiar? His name gained recognition after his second musical project with Margasatwa’s Kimal made waves in KL. Most recently he fronts a rock band called Plong!, a 70s themed band started by Pitahati’s Hidayat Nasir, Sayonara Boys’ Akmal Borhan and Anas Afandi, already sharing the stage with the likes of OAG.

But what’s special about Fahmi, lies in his decision to start a new persona: Awang Samrow. Witty and quirky on stage, Awang Samrow is difficult to figure out - and reminds us so much of a young Mick Jagger, bold and beautiful in his own might.

‘Yeah. Awang Samrow it’s like “susuk”. I’m actually very shy and introverted but once people call me “Awang Samrow!” I turn into someone strong, confident, and charming. I also can be a kung fu master, shaman, exotic monk; you name it.’ Fahmi said.

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However, Awang’s exterior values aren’t the only unique point about him as his upcoming album ‘Pok Snahu’ was written in his native Terengganu dialect. Born and bred in Dungun, Terengganu, Awang started experimenting with this concept not long after joining Plong!

‘It’s like Joe Flizzow’s lyrics on his song Apa Khabar, “pada mulanya kita menjajah, lagu-lagu bahasa penjajah.

‘After joining Plong! I started experimenting and wrote a few songs in Bahasa Melayu but felt it was not satisfying. Maybe because I’m not really good at understanding English and Bahasa Melayu, I couldn’t really feel the lyrics. I was born and raised in Terengganu. That’s my privilege or license to write the songs in Terengganu dialect.’

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‘I’m really comfortable singing in my mother tongue language and my main focus for this project is I want more people to write more songs in their own dialect.’

According to Awang, his upcoming album’s genre is similar to Plong!’s, which is 70s-80s music. However, the only way for you to check it out is his showcase happening on the 31st of July at Livefact Kota Damansara. Featuring other fresh acts like Hawa, Runs and Monotones, you’ll get to hear his songs live from the eclectic man himself.

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Here a snippet of it here:

A post shared by A.Samrow (@awangsamrow)

If you can wait for a bit for your dose of hyperlocality, his first single ‘Dok Degih’ will be out on the 19th August 2022 on all digital streaming platforms.

Hyperlocality. That’s what every digital marketer with their cold brew bottles has been selling to their clients for the past couple of years. Hence why you see brands aiming for the same direction, expecting a massive impact. As much as ‘hyperlocality’ is effective, the key to it has always been authenticity, and artists like Awang Samrow carry that with every strut, twist and yell he pulls on stage.