Taera

"Taera"
Single by Rob Ruha
from the album Preservation of Society
LanguageMāori
Released8 October 2021 (2021-10-08)[1]
GenrePop, contemporary R&B
Length3:22
LabelInDigiNation Music
Songwriter(s)
  • Robert Ruha
  • Rory Noble
Producer(s)
  • Robert Ruha
  • Rory Noble
Rob Ruha singles chronology
"Taka Rawa"
(2021) 		"Taera"
(2021) 		"That's Where I'll Be"
(2022)
Music video
"Taera" on YouTube

"Taera" (English: "Style") is a Māori language song by New Zealand musician Rob Ruha. It was released as the main single from his third studio album Preservation of Society on 8 October 2021. The song was the 7th most commercially successful song sung in Te Reo Māori for 2021.

Background and composition

In September 2021, Ruha co-wrote and produced the song "35" by Te Tairāwhiti youth choir Ka Hao.[2] The song became popular during Te Wiki o te Reo Māori, and was one of the 27 songs produced for the 2021 Waiata Anthems Week, a project to promote popular music sung in Māori.[3] The song first gained popularity during the week when it became a popular on TikTok,[4] later becoming one of the top performing songs in Te Reo Māori for 2021.[5] Ruha collaborated with Ka Hao a second time in September, releasing the track "Taka Rawa".[1]

"Taera" was one of the final songs written for Preservation of Scenery. Ruha wrote the song in 20 minutes while he was preparing to leave home to record the album.[1] The song is sung entirely in Te Reo Māori,[6] and features musicians Troy Kingi and Whenua Patuwai as background vocalists.[7] Ruha feels that "Taewa" is a song that champions diversity and "celebrates Māori Swag".[1]

Release

The song was released as a single on the same day that its parent album Preservation of Society was released.[1] It was promoted simultaneously across all iwi radio stations in New Zealand in October 2021.[8] The song's music video was also released on 8 October,[1] and features mural artwork by Onehunga artist Bobby Macdonald.[9]

Commercial reception

The song debuted at number 11 on the New Zealand Hot Singles Chart, a chart tracking relative changes in sales, streaming and airplay.[10] By the end of 2021, it was the 7th most commercially successful song sung in Te Reo Māori.[5]

Critical reception

Alex Behan of Stuff described the song as having a "glittering glory", praising the song's invigorating lyrics.[11]

Credits and personnel

Credits adapted from Tidal.[7]

  • Leo Coghini – keyboards
  • Vivek Gabriel – mastering engineer, recording
  • Thabani Gapara – saxophone
  • James Illingworth – keyboards, synthesizer
  • Tyna Keelan – guitar
  • Troy Kingi – background vocals
  • Johnny Lawrence – bass guitar
  • Toby Lloyd – engineer, recording
  • Nic Manders – mixer, recording
  • Darren Mathiassen – drums
  • Christian Mausia – trumpet
  • Rory Noble – producer
  • Whenua Patuwai – background vocals
  • Robert Ruha – vocals, producer, background vocals

Charts

References

  1. ^ a b c d e f "Rob Ruha Announces New Album 'Preservation Of Scenery'". Muzic.net.nz. 8 October 2021. Retrieved 14 December 2021.
  2. ^ Terekia, Taylor-Rose (9 September 2021). "A kōrero with Jhaymeān of Ka Hao: Tira Waiata! OHOOHO #1". Te Mana Ākonga. Retrieved 3 October 2021.
  3. ^ "Waiata Anthems: 30 artists join forces to celebrate a bilingual music industry". ZM. 6 September 2021. Retrieved 19 April 2022.
  4. ^ Barton, Monika (23 September 2021). "'A truly wonderful feeling': Te Reo Māori music dominates NZ's official charts". Newshub. Retrieved 3 October 2021.
  5. ^ a b c "Te Reo Māori O Te Rārangi 10 O Runga: End of Year Charts 2021". Recorded Music NZ. Archived from the original on 24 January 2022. Retrieved 27 January 2022.
  6. ^ "Rob Ruha - Taera". Mai FM. 2 November 2021. Retrieved 3 July 2022.
  7. ^ a b "Credits / Preservation of Society". Tidal. Retrieved 3 July 2022.
  8. ^ "New Waiata Released to Iwi Radio Stations". Te Hiku. 7 October 2021. Retrieved 3 July 2022.
  9. ^ "Rob Ruha - Taera". YouTube. 8 October 2021. Retrieved 3 July 2022.
  10. ^ a b "Hot 40 Singles". Recorded Music NZ. 18 October 2021. Retrieved 17 January 2022.
  11. ^ Behan, Alex (17 October 2021). "Preservation of Scenery: Rob Ruha's album provides a window into his world view". Stuff. Retrieved 3 July 2022.
  12. ^ "Hot 20 NZ Singles Chart". Recorded Music NZ. 18 October 2021. Retrieved 17 January 2022.
  13. ^ "NGĀ WAIATA KAIRANGI I TE REO MĀORI O TE RĀRANGI 10 O RUNGA TOP 10 TE REO MĀORI SINGLES". Official NZ Music Charts. Recorded Music NZ. 25 October 2021. Retrieved 3 July 2022.