Japan-based American rapper Travis Tewes, who performs under the moniker Crazy T, originally planned to use kanji on the cover of his sophmore album. However, since so few young Japanese could actually read the kanji, he decided at the last minute to spell out “in to you” using the easier-to-read katakana alphabet instead.

That was one of Crazy T’s first lessons in marketing to a Japanese audience — sometimes even using the native language doesn’t guarantee getting your message across. Maybe that’s why he opted to rap almost entirely in English on “in to you,” so he could be certain the message he was trying to get across was his intended one. It seems to be working: Crazy T has netted collaborations with local rappers such as Oni, who is featured on the track “Only,” and South Korea’s DJ Shine, who makes an appearance on “John Q.”

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