Rapper Hev Abi doubles down on his Quezon City pride in his long-awaited album MADUMING TIMOG, which was teased at the start of the year with the music video for “ALL NIGHT LONG.” In the video, giant neon text that reads “MADUMING TIMOG” flashes onscreen, alluding to his turf at Timog Ave. that cuts across Tomas Morato Ave. The new record signals a stylistic shift toward the “dirty south”or Southern hip-hop sound popularized in Atlanta, United States, by artists like Three 6 Mafia, Outkast, and Project Pat.
Last February 7, the album premiered at the Music Theater at the Promenade in Greenhills, San Juan City. Hev Abi invited friends and family from the music scene to witness firsthand what it feels like to be inside the world of MADUMING TIMOG. Images of Quezon City skyline were on full display at the venue, projected on stage. Hev Abi and longtime collaborator NJ performed onstage alongside his Downtown Q Entertainment crew. The night also featured visuals later released on social media: a broken concrete post lying on the sidewalk of Tomas Morato and a fallen street sign that reads “MADUMING TIMOG.” These details add to the worldbuilding Hev Abi has carefully constructed through both songwriting and the album’s rollout.
A New Chapter
In the new album, there are moments where Hev Abi fully shifts stylistically from his 2023 release Kung Alam Mo Lang, which catapulted him to popularity, with singles like “Alam Mo Ba Girl,” “Sumugal,” and “Walang Alam” showcasing his range across different production styles.
With MADUMING TIMOG, Hev Abi commits more directly to the sonic palette of Southern rap, defined by heavy 808 drums, deep bass, hypnotic synthesizers, and production that moves between slow, soulful, and gritty tempos.
Songs like “SACRED HEART,” “AYUSIN ANG SIRA,” and “AWAY” featuring a rare code-switching Jess Connelly, manifest that sound throughout the record. The shift may surprise some of the listeners he has gained in a relatively short period. He went further into melody, often choosing to sing or talk-sing rather than deliver traditional punchlines. It may still be early to say, but MADUMING TIMOG presents a clear step forward for an artist testing the limits of his sound.
