Taera
2021 single by Rob Ruha
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"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.
| "Taera" | ||||
|---|---|---|---|---|
| Single by Rob Ruha | ||||
| from the album Preservation of Society | ||||
| Language | Māori | |||
| Released | 8 October 2021[1] | |||
| Genre | Pop, contemporary R&B | |||
| Length | 3:22 | |||
| Label | InDigiNation Music | |||
| Songwriters |
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| Producers |
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| Rob Ruha singles chronology | ||||
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| Music video | ||||
| "Taera" on YouTube | ||||
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
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
Weekly charts
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Year-end charts
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