If you ever hear Patrick G. Morales – who you probably know as Wiki – letting out a visceral Yuuuuurrrr, that’s a go-to sign that something good just happened. Whether it be a final mix he feels fulfilled by, a lyrical bar that hits home, or an invasively catchy hook, any form of success for the budding rapper can all be summed up in that initial reactive soundbite.
“The first thing I do is let out a Yurrrrrr or a little Ahh yeah, and then I’ll call my mom, my girl, and my homies,” the artist elaborates, emphasizing the role of his community in celebrating his accomplishments – a key pillar of the label’s campaign that spotlights the different ways in which individuals define and celebrate success. “It’s important to me to be able to share my wins with the people closest to me.”
It’s a sentiment reflected in Rémy Martin’s “My Call” campaign, which highlights how artists choose to embrace their wins, no matter how big or small. For Wiki, those wins are earned by protecting his vision, embracing his immediate community and sharing his path to greatness with the voices that empower him to chart ahead.
The half-Irish, half-Puerto Rican MC has been on a consistent trajectory ever since his first foray into the music scene, as a part of the group Ratking alongside Hak and Sporting Life in 2011. It was in 2015 when Wiki dropped his first-ever solo project, Lil Me, which, to this day, he still deems a particular peak in his decade-plus-long career.
“The team was really strong, and we did everything ourselves,” he recalls of the community-centric approach to the album. “It’s a perfect example of how important a support system is to me. We were all working together to make the vision come true. Especially because I release music on my own label, it’s so important to have a good group of people around me.”
Continuing his healthy momentum, the rapper’s recent months have proven particularly busy, riddled with a myriad of creative milestones – not only in the music ether. In addition to churning out a steady stream of singles as of late, Wiki has also pivoted to a more active role in the fashion space, teaming up with local streetwear brand Brigade to assist in producing his merch designs. Wiki designs the merch himself (most recently envisioning a graphic T-shirt flip of the Wikipedia logo), and works with Brigade founder and designer Aaron Maldonado on the screenprinting and lookbook imagery; Wiki stays present for all of it.
“Success is about the process itself,” Wiki explains, echoing the ethos of Rémy Martin’s “My Call” campaign to a tee. “And I want to share that process with my community.”
The artist has converged fashion, music, and community through a handful of local listening events in both New York City and overseas, partnering with Brigade on many creative endeavors to maximize “There’s something about the act of bringing someone else into your vision. You not only get to share the creative process with someone, but you get to share the success with someone.”
For Wiki, it’s these shared moments along the journey that mean the most. “If I’m walking through the streets of New York and someone comes up to me and tells me, ‘Yo, Wik, this song got me through it,’ that, to me, is success.”
