DJ Norsicaa: Unearthing Southeast Asia’s Lost Analog Sounds with Sama Sama Records

Before modern borders, there was the water. For DJ Norsicaa, unearthing the lost vinyl records of Southeast Asia is a way to trace those ancient currents back to her roots.

Growing up Malaysian-Australian and often feeling “othered,” she found a profound connection by digging into the largely untapped 20th-century records of the Asia-Pacific. What started as a personal hobby has now become a public mission.

During her eight years as General Manager at London’s Soundway Records, Norsicaa oversaw more than 100 releases. The catalyst for her current path was her 2024 compilation “Ayo ke Disco” (“Let’s go to the disco”). Featuring 10 tracks that embody the musical identities of the South China Sea during the 1970s and 80s, it earned Gilles Peterson’s “Best Compilation of 2024” title and served as the stepping stone for her own imprint.

Launched in May 2026, Sama Sama Records focuses on high-fidelity sound, history, and global music communities. The label’s name reflects a deep pre-colonial history. Sama sama stems from a shared root word meaning “Same” across Bahasa Indonesia, Bahasa Melayu, and Tagalog. It is a sonic reminder of the maritime trade that proves the region is made up of “SEAblings”: siblings, not strangers.

Listen to our latest In Convo with Kennedy Ashinze as Norsicaa opens up about analog preservation, reclaiming her identity, and the future of the label.

Filmed on location at Bartiga, Jakarta. Special thanks to Leno Rei.