“I’ve always enjoyed media like movies, games and music videos that use different types of music to capture the feeling of different environments,” KnowKnow tells Apple Music about his third studio album, LONG TIME KNOW SEE. The rapper, a member of Chengdu-based hip-hop group Higher Brothers, augments his characteristic trap beats, high-octane flow and melodic hooks with the retro sounds of house, ’90s R&B and new jack swing to evoke timeless feelings of nostalgia. Like his first two albums, Mr. Enjoy Da Money and its sequel, Sichuan-flavoured verses from fellow Higher Brothers anchor this effort firmly in the present. But KnowKnow also reaches back across the decades with the throwback vibes of ‘Fragile’, a collab with Shunza, the velvet-voiced singer-songwriter who was a favourite of his parents and a constant musical presence throughout his childhood. In this exclusive interview, the rapper reveals details about his influences, the recording process and what his identity as Ding Zhen brings to the stage persona KnowKnow. Why did you choose to incorporate retro elements—house, R&B and new jack swing—on the album? “Since childhood, I’ve always enjoyed media like movies, games and music videos that use different types of music to capture the feeling of different environments. They’re all distinct but each is attractive in its own way. They’ve been imprinted on my mind in a very visual way. House and garage feel high-class, like a model on the catwalk. The genre is how I imagine [Mr. Enjoy Da Money brand] events should be and how I envision the future. “Contemporary R&B from the ’80s and ’90s—times change but people today and in the future will always feel nostalgic for the moments that music moved them in the past. And music’s power to move people is what makes me hope that in today’s diversified age, the audience and I can go back and experience those feelings again. There are lots of new products on the market, like new supercar models from Lamborghini and Pagani, that have chosen the retro route. Even Bluetooth speakers can take the shape of vinyl record players. These concepts and ideas might be aimed at awakening precious memories and bring a blast from the past to the present. I had this in mind when I made some of the songs on the album. “New Jack Swing to me is unconstrained, bright and energetic. It can bring a simpler, more upbeat rhythm to an anxious life. In ‘Manlyman’, for example, I wanted to express a sense of contrast. I wrote the lyrics ‘压力从来不嫌大’ (‘The stress is never too much for me’), because at the time I felt a lot of stress in different areas of my life. But I designed the song to have a light, simple beat. The contrast expresses that when people face difficult times, they may actually be inspired to draw energy from within themselves and find the strength and resolve of a ‘manly man' when the going gets tough. That’s the attitude and emotion I hope I’m able to convey to the listeners through the medium of music.” What were your expectations for the album? In the last track, “Know See”, why did you choose to break the boundary between artist and audience? “My expectations for this album: I wanted to make a serious effort at a complete conceptual album with a conscience. At the same time, I wanted to treat myself more seriously. As for breaking the boundary between artist and audience in the last track, I employed a second person perspective. I’m KnowKnow, but how does Ding Zhen view KnowKnow? KnowKnow might be how I express the beauty I experience in life, but Ding Zhen is ultimately responsible for the hard work behind it all. I believe that even if KnowKnow as a character stands at a slight remove, Ding Zhen is someone down to earth who can be understood and empathised with.” How would you describe this album within the context of your musical career? “This is just an ordinary third solo album. I wanted to share more of my voice within my limited expressive ability to create music that gives the listener a sense of who I am. I also wanted to give my interpretation of a state of mind that isn’t about abusing influence. I wanted it to be a personal prism that shares KnowKnow’s ups and downs as a musician and his process of change. But in terms of my path as a musician, I want to keep trying new things. LONG TIME KNOW SEE is only my third album. I’m also looking forward to seeing what kind of music I’ll attempt in the future.” Can you tell us what it was like to collaborate with Shunza? “When I found out I had the opportunity to work with Shunza, I felt a lot of pressure. I really hoped to be able to tailor a song especially for her, one she could relax into. Shunza is an experienced musician who truly loves music. My parents would buy her albums and sing her songs with their friends in online chatrooms, which speaks to the influence she has had on me since I was young. And because my parents like her, I hoped to transcend time and space with this collaboration, to tell them, ‘Your son will collaborate with your favourite singer one day.’ Making my parents proud is something that I find very satisfying. Shunza lives in the south of France, so we weren’t in the same place when we recorded the song. She left a message on one demo track she recorded: ‘KnowKnow, I am very happy to be featuring on your track.’ I was so shocked all the hairs on my body stood on end—and I was even more motivated to do my best on the song. On one of my favourite Shunza songs, ‘April 5, 1969’, her voice makes me visualise a lot of strong imagery. Collaborating with her on ‘Fragile’ was especially gratifying. I’m extremely grateful.” How did you use Spatial Audio to give the album a retro feel? “Music needs to be able to be played in different ways. Some people will use amplifiers, others will use headphones and still others will use expensive speakers. In making the album for Spatial Audio, my hope is that whatever medium the audience uses to listen to my songs, they can get as close as possible to the ‘small space’ in my heart and remove the distance between us. I want to use this new technology to present a self that’s more encircling, more nostalgic and more 3D.” What three songs would you recommend in Spatial Audio and why? “I recommend listening to ‘Fragile’, ‘Empty’ and ‘Know See’. Practically all of the instruments on ‘Fragile’ were recorded live, so Spatial Audio brings compelling layers and surround elements to every instrumental and vocal track in the song. It’s the same on ‘Empty’. I hope that through Spatial Audio the audience can close their eyes and get a sense of time and space for each musician’s instruments. ‘Know See’ uses Spatial Audio to give everyone the chance to hear me at different times by layering hundreds of tracks that contain different sides of myself. So I recommend those three songs. Of course, I recommend listening to the whole album, ha ha!”