In 2013 Arif Salum (27) said goodbye to his former alter ego Phil T. Rich, with the minialbum ”Aldri & Alltid”. This album marked a wish to work on as himself – Arif.
He invited us into a contrastingly universe through songs with beauty, and where the brutal honesty meets with the simple. His first single ”Kanke Gi Opp” with Magnus Eliassen were released in January. This song represented his brighter side. From playful pop about dating two girls at the same time, to textst about his own childhood. About his mother that came to Norway as an asylum seeker with two master degrees, but no hope for a job.
He sings about nazis in the neighborhood, money in trash bags, love and his way through the musical world in a time where Tungtvann opened the doors for Norwegian rap, and when Madcon made ”Beggin”. It is hope and lie, ugly and beautiful, high and low, expensieve and cheap, good and bad – it is Arif!