Kiyo is big on authenticity. In today’s social media space, that is the ultimate currency. People love following creators whose content features milestones, triumphs, feuds, and dramas.
But while it might seem simple to “put yourself out there,” it takes a special kind of talent to dig deep, latch on to something emotionally resonant, and turn it into an art that people will consume repeatedly. It’s a practice that Kiyo has seemingly perfected.
“I don’t know,” said the 23-year-old rapper when asked how his loyal following came to be. With 1.1 million monthly listeners on Spotify, another million on his socials, and each post guaranteeing thousands of engagements, Kiyo has one of the most devoted audiences today.
“Siguro naging totoo lang din ako sa sarili ko at sa ginagawa ko. Nag-eenjoy lang din po ako all throughout. May something sa kanta na lagi ko gusto idikit sa visuals.
Born Yukihiro Rubio, the promising talent from Navotas has tackled themes from romantic trappings in “Ikaw Lang” to retrospective reflections in “Harana sa Sarili”. It’s hard to fathom that Kiyo has so many things to say in a young career that he only pursued full-time in 2019.
“Nag-stop ako nung 2019, sumugal na po ako talaga sa music. Mass Comm talaga tntake ko dati. Gusto ko mag filming, directing, broadcasting. Simple lang gusto ko dati: maging teacher ng communication subject, ganon.”
“Before [the hits], nagkaron na ako ng mga kanta, yung rooftop album. Isa siyang era, yun unang project ko. Di ko po talaga alam na seseryosohin ko ‘to [laughs]. Di ko maiisip na ma-ffull time ko siya.”
“Yung rooftop album, dun ko nakuha break ko kasi halos million views lahat, like yung “Not Even Her”. Pumutok siya sa Facebook. Nilalapag ko yung mga buong kanta sa timeline ko. 2018 yun, sa lo-fi ako pumutok. Parang XXXtentacion vibes.”
Apart from the easy-going flows that amp up his replayability, Kiyo directs his music videos, emphasizing that the visual narratives give his music its signature style. He also allows his listeners to create their own meanings based on how the song resonates with them.
“Gusto ko ng awareness ng hindi pinpilit or spoonfed, para hindi nila ramdam na inuutusan ko sila,” he shares.
May mga English songs na sobrang perfect like nina Kendrick [Lamar], ang tawag ko dun wisdom rap. Parang may iniimpart po ako na lesson, pero more on [making the audience] conscious like, “Tama pa ba yung mga nangyayari?”
His latest single, “Puyat” is no exception. The track reflects a ton about Kiyo and his anxieties about fame, mistakes, and relationship struggles. He shares its key meanings with us, along with new collaborator Yvng Peso, and if “Puyat” is a prelude to an album in the works.
“Puyat” says a ton. What are the key takeaways?
“Puyat is about family and mga kaibigan, kaya meron siyang boodle fight sa umpisa [ng MV]. Buong family ko po yun tuwing bisperas ng Tondo kaya kumpleto kami sa eskinita,”, shares Kiyo.
Yung mga sumasayaw sayaw, mga pinsan ko lahat yun. So lahat [ng nasa MV] kadugo ko.
Amidst the festivities, Kiyo says the MV’s black and white visual symbolizes the family’s obliviousness to the struggles that breadwinners go through to provide for their happiness.
“Alam lang nila yung happy moments and sh*t. At the end of the day, tayo lang talaga nakakaalam nung gagawin natin para sa sarili at sa kanila.”
“Ito yung mga bagay na ayaw na natin sabihin sa kanila kasi okay na yun eh. Nandito na tayo, masaya, yun ang importante.”
Apart from his loved ones, Kiyo says “Puyat” also reflects his vulnerabilities.
May part din ako na narealize ko tao lang din ako. Artist na mukha lang engrande, mukhang malaki magsalita, mukhang swerte, walang problems, pero tao lang din. May nararamdaman din.
Can you tell us some behind-the-scenes stories?
Yung MV inspired siya by On the Job. Super fan talaga ako ng mga Filipino films, puro films ang utak ko dati, kaya every chance i get, iniincorporate ko.
Nag skydive din ako sa Siquijor [for the MV]. Nakakatuwa kasi sa label ko, hinahayaan nila hawakan yung pera ko, yung budget ko, kaya meron ako artistic freedom, na kailangan ng mga artists ngayon pero hindi nila nakkuha.
Meron akong film crew, matagal na kami magkakasama, mga 5 years. Mga kaklase ko ng highschool, tropa nung elementary. May solid team na mapagkkakatiwalaan sa isa’t isa. Na-kkeep namin yung authenticity.
How did it feel to skydive?
Chill lang, goods lang, nawala pakiramdam ng kalahati ng katawa ko pero goods lang. Gusto ko din maramdaman na buhay pa ako.
Tell us about your collaborator, Yvng Peso
Ang background naman ni Yvng Peso, nung 2018, first time namin sa Pampanga, na-inlove kagad ako sa paglagpag namin dito. Nung nag pandemic, dito na kami lumipat.
Sila Yvng Peso yung talagang loyal na tropa namin dito, kaya I gave respect lang sa lugar nila.
“Puyat” is the latest in a long line of hits. Who are your inspirations?
187 Mobstaz, Malabon Thugz, Curse One, Juan Thugs. Sila kinalakihan ko, mga inspirasyon ko, kaya ko nahilig sa rap.
Yung kuya ko, magkaklase po sila ni Smugglaz, yung FlipTop artist. So pag nag-sstudio po sila, nandun lang ako lagi. Pag bakasyon po, nandun ako kina Smugglaz, sina Batas. May grupo sila, Northside Assassin Records, silang mag-kklase dati. Kaya dun ako nababad, mga love song.
Sa visuals, aesthetic, and fashion: Twenty One Pilots, Mac Miller, Smino, J.Cole, Saba, syempre sina Kanye, ASAP Rocky.
Is “Puyat” part of an upcoming album?
May ginagawa akong project, title “Cold Cold World”. Isa ang “Puyat” dun, kasama “MAMAPATAWADMALALANA” and “Glass House.”
Not sure if [magiging] album kasi napagod ako [sa HARANASA]. Nawawala ako sa time. Parang hindi ako living in the moment. Kailangan ko lumayo at magkulong. Di katulad ng [single], live in the moment, kahit on the spot.
Mas gusto ko siya tawaging “era.”
