Norsicaa launches label rooted in Asia-Pacific sounds, Sama Sama Records

Alice Whittington aka Norsicaa launched her own label, Sama Sama Records. Based in the UK, the label focuses on high fidelity reissues and new music tied to history and sound communities across the globe, with particular attention to Asia-Pacific.

The name comes from "sama-sama", a phrase used daily across Malaysia, Indonesia and the Philippines. In Bahasa Melayu and Bahasa Indonesia, it means "you're welcome" or "same same", carrying a sense of shared humanity and exchanged energy. In Tagalog, it means "all together" or "collective".

The terms share a root in proto-Malayo-Polynesian, a language family that spread across Southeast Asian waters and into the Pacific.

Norsicaa's connection to the region runs through her Malaysian heritage and years spent researching Southeast Asian records, work reflected in Soundway's 2024 compilation 'Ayo Ke Disco: Boogie, Pop & Funk from the South China Sea (1974-88)'.

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Sama Sama's first release was a remastered Filipino-Brazilian jazz fusion recording from 1980 which dropped on June 12: 'After Midnight' by keyboardist Boy Katindig.

The second, 'Coco Okayo' by Thandii x Regalado, arrives September 11; a collaboration between Jun Regalado and UK alt-soul duo Thandii, recorded after Norsicaa oversaw sessions in Manila earlier this year.

On what defines a Sama Sama record, Norsicaa tells Mixmag Asia: “It's gut instinct whether I think a record is a good fit for the label; but it's defined by the culmination of my various tastes and life experiences. Growing up in a musical family, I also look for musicianship, such as skills in playing instruments or songwriting.”

She continues: “The artist's motivation behind it is also really important to me. Although I may never truly know what they were thinking, can I feel it in the music? For instance, if they are writing from a place of cultural appreciation, or of resistance, or self-exploration. If I can feel a soul in it and it matches my taste and threshold of musicianship, I'm interested.”

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On the label's purpose, Norsicaa mentioned: “Every day I discover so much about Asia-Pacific music, the distinct cultures and people's stories. The label is being built for the region and diaspora; the culture belongs to them but everyone is welcome to appreciate it.”

She added: “I would like to see the label acting as a third space in a metaphorical way; with music as the central connecting piece, and creating a community for people to learn and share their experiences.”

Looking ahead, Norsicaa says Sama Sama will close out the year with breaks and electro synth from Malay and Chinese Malaysian, specifically Hakka, artists. "Again, this ties into my roots of breakdancing as a teenager, an activity that often brought together the 'ethnic' kids at school in the West," she underlines.

Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.

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