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 &#8220;othered,&#8221; 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 &#8220;Ayo ke Disco&#8221; (&#8220;Let&#8217;s go to the disco&#8221;). Featuring 10 tracks that embody the musical identities of the South China Sea during the 1970s and 80s, it earned Gilles Peterson’s &#8220;Best Compilation of 2024&#8221; 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 &#8220;Same&#8221; across Bahasa Indonesia, Bahasa Melayu, and Tagalog. It is a sonic reminder of the maritime trade that proves the region is made up of &#8220;SEAblings&#8221;: 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. 
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DJ Norsicaa: Unearthing Southeast Asia’s Lost Analog Sounds with Sama Sama Records