EDY Photo: Supplied
The concept of hustle culture denotes striving for more. More money, more exposure, building your own empire; and making sacrifices to support the hustle. The ‘rise and grind’ and a 24/7 mentality means getting up every morning at 4.30am, if you have to, to achieve your goals.
Rising Tamaki Makaurau music producer EDY’s debut single ‘Help Myself’ reflects on working and striving in a hustle culture. It’s the first time the two-time Pacific Music Award-nominated producer is showcasing his vocals.
The track, laced with EDY’s smooth beats and contemporary R&B, is also an honest and personal reflection on dealing with anxiety and losing friends.
Experts say the hustle culture mentality started in the 1990s and early 2000s when there was an entrepreneurial boom.
A rise in venture-capitalists enabled technology giants to grow in Silicon Valley. Companies like Google and Facebook rose to dominance - famous for their relentless and all-consuming work cultures. This filtered out from Silicon Valley and onto social media.
There is also an element of boasting about over-working and not taking into account the mental and physical toll that accompanies it.
At the age of 26 EDY has gained two ‘Best Producer’ nominations at the Pacific Music Awards, in 2021 and 2023.
He spoke to Culture 101’s Perlina Lau about making the leap from his music teaching role into the producing industry and how he’s encouraging young music students to pursue their goals.
