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[noun]’s digital magazine dedicated to honoring the men and women behind the stars.

march 2021

Be patient, be humble, be open-minded. Give the artist their space to perform and always choose high-quality sounds.


all images are supplied and owned by @prodby77. use without permission is prohibited.


On Anotha' Level

Producing out of curiosity at age 12 prooves a headstart miles into the music race. By the time you get to high school, you'll be dropping songs on SoundCloud, gathering over 100K streams, and push yourself to invest more time into a legitimate music career. Sounds like a fairy tale. Not for 77, a 20-year-old globetrotting Malaysia-based Egyptian producer and audio engineer born and raised in Saudi Arabia. That's a mouthful to chew but buckle up because he's taking the music scene to 'anotha' level!

As an avid music listener, 77 started directly messaging artists who he was already a fan of to see the possibility of working together. This resulted in the drop of his 'Hold Me Down' EP, working for the first time with artists like Felukah, AceQuared, Aka Keyz, and Mo Sella.


What was that moment when you said “This is something I want to do as a career”?

At an early age, I was fascinated by the concept of sound more than anything. The feeling that a song can give listeners is something that I’ve always wanted to recreate in my music. I decided to pursue my music career in my last year of high school when I was applying to universities. I was initially set on studying economics, but I realized that sound engineering was something that I would always put my all into. I ended up enrolling in an audio engineering program here in Malaysia and I haven’t looked back since.

What's your production process?

Lately, I've been approaching my beats with a concept in mind. From there, I translate that idea into a melody, add drums and some finishing touches to it. I sometimes start with drums first too, so I would say it depends on how I’m feeling and what comes to mind first.

What do you look for in a potential collaboration?

When it comes to artists, I'm always a fan first - the production and engineering always comes second. I want to work with artists that inspire me creatively and have a vision and message that resonates with what I want to convey through my music. I also value artists who have a strong work ethic so that we can wrap up projects without losing the initial energy that brought us together.

have a vission and message


3 Projects that are special.

Felukah:'Kemia', 'Blue Lotus', 'All Things Fly'

Felukah is very authentic with her sound. She’s an inspiration for artists in the region and has a great vision.

Acequared:'Hold Me Down', 'My Way'

I’ve been able to build an amazing chemistry with Ace over the past few years and I’m a big fan of his.

Soulja: 'Too Easy'

Soulja is one of the most genuine artists I've had the pleasure to meet. This record was really special to me because it was my first time producing a track for an artist who raps in Arabic.


Please tell us about your most recent project.

The last single I released was 'Cold' which I produced with fellow SVNBIRDS producer Khayyat. This marked the first official release under SVNBIRDS, a collective I founded with 5 other producers and creatives from the region. Our vision with this single was to combine Middle Eastern and Western cultures in one track, so we reached out to New Jersey-based artist, Cliff, for a feature and handled the production ourselves. As for my engineering work, I most recently worked with Big Hass on records like 'Huna Al Qahira' featuring artists Felukah, Deeb, DJ Lethal Skillz and Big Moe, which celebrates the beauty and culture in the city of Cairo.

combine Middle Eastern and Western culture

What do you think of the music industry in Dubai?

I haven’t really experienced the music industry in Dubai firsthand, but I've had the opportunity to work with many talents who are based there. It’s a very diverse community and I think they have many rising artists & producers to look out for.

Would you consider yourself a perfectionist?

Unfortunately, yes. However, I’ve come to an understanding that nothing will ever turn out completely perfect, and sometimes overthinking may take a track in a worse direction.