Norsicaa has launched Sama Sama Records, a new UK-based record label.
The imprint focuses on high-quality reissues and original music connected to the history and communities of the Asia-Pacific region.
The imprint reflects Norsicaa’s long-standing passion for preserving regional musical heritage while creating opportunities for new voices.
Norsicaa Celebrates Shared Culture Through Music
The name Sama Sama carries different meanings across Southeast Asia.
In both Bahasa Indonesia and Bahasa Melayu, the phrase commonly means “you’re welcome” or “same same.”
In Tagalog, it refers to togetherness or collective spirit.
Despite the different interpretations, each meaning reflects the label’s focus on connection and community.
The phrase also traces its origins to the Proto-Malayo-Polynesian language family, which spread throughout Southeast Asia and the Pacific.
Norsicaa’s connection to the region comes from both her Malaysian heritage and years of research into Southeast Asian music.
That work previously contributed to Soundway Records’ 2024 compilation, Ayo Ke Disco: Boogie, Pop & Funk from the South China Sea (1974–88).
The project explored overlooked recordings from across the region.
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The First Releases
Sama Sama Records began its catalog with a remastered edition of “After Midnight,” a 1980 Filipino-Brazilian jazz fusion recording by keyboardist Boy Katindig.
The label’s second release, “Coco Okayo,” arrives on September 11.
The track brings together Jun Regalado and UK alternative soul duo Thandii after recording sessions in Manila that Norsicaa oversaw earlier this year.
She explained that selecting music for the label depends largely on instinct.
She looks for strong musicianship, including songwriting and instrumental ability.
Just as importantly, she wants every release to communicate genuine emotion and artistic purpose.
Whether the music reflects cultural appreciation, personal discovery, or resistance, Norsicaa believes listeners should be able to feel the artist’s sincerity.
Building a Community
Beyond releasing music, Norsicaa sees Sama Sama Records as a platform for cultural exchange.
Norsicaa hopes the label will support Asia-Pacific communities and the wider diaspora.
She also wants it to welcome anyone interested in discovering the region’s music.
Her long-term vision is to create a welcoming space where people can learn, share experiences, and connect through music.
Later this year, Sama Sama Records plans to release projects focused on breaks and electro synth music.
The releases will spotlight Malay and Chinese Malaysian artists, particularly those from the Hakka community.
For Norsicaa, the direction also reflects her own background.
As a teenager, she spent years breakdancing.
The experience introduced her to diverse communities and helped shape the musical influences that continue to guide her work.
