At this stage of the game, Da L.E.S (pictured) is not only content with letting the champagne out of the cage as he raps on the mammoth hit, All Eyes On Me, by AKA featuring Burna Boy and JR. The former Jozi group member is also concerned with making a good impression on his forthcoming third solo album, North God, which is “due in the summertime,” he says.
He did this through a launch of P.A.I.D, the first single off the album. Atop the Randlords rooftop in Joburg, where the music video for P.A.I.D – yes, it has already been shot – and his performance of the song was reflected on tall buildings around the venue, Da L.E.S announced that this song would exclusively be available on Vodacom’s Deezer music streaming service.
“As hip hop artists in South Africa, we want to do stuff that is innovative and inspiring,” Da L.E.S says of P.A.I.D’s launch. “I just wanted to do something different.”
Lance Stehr, the owner of Ghetto Ruff records to which Da L.E.S was signed, was also at the launch. He said: “It’s great what Vodacom are doing for music. Twenty-five years later, big brands are looking at hip hop and obviously seeing that it has a major effect on the youth and are seeing that it’s fashionable.”
As is the norm with the flashy rapper, P.A.I.D conveys a sense of dripping swaggoo with lyrics about all the material trappings he and his friends have become accustomed to. Produced by VAM, the song samples Every Little Thing I Do by the ’90s group, Soul For Real.
“I was in the studio with VAM just listening to old-school stuff,” says Da L.E.S, “and Every Little Thing I Do just brought back a feeling that’s everything I want my album to give off. On this song, I wanted to keep that good feeling, but it’s also 2015 so I wanted it to be relevant for everyone. North God will have that.”
Referred to as the north god, Da L.E.S is sure to shout his streets out on the song when he says: You know it’s Sandton Drive when I’m coming down! He sounds proud as he tells me: “I love where I’m from. I’ve been in the north since ’94. It needs a voice and I’ve taken that on. Soweto’s been shining for a minute so it’s my duty to make the north shine.” He also says the album will be like a mini-movie because every video will connect.
P.A.I.D features AKA and Nigerian artist, Burna Boy, who together with Da L.E.S make up a supergroup they call the A-Team.
As Stehr said: “The song with Da L.E.S and Burna is great. He’s talking about getting paid, everyone wants to get paid. All Eyes On Me blew up continentally and even in the UK, so I think they are onto a formula that will take them to the next level.”
Since JR is the only person missing from the crew that brought us that smash hit, I asked Da L.E.S who exactly is part of their A-Team? “Myself, AKA and Burna are at the forefront of the A-Team,” he explains. “JR is sort of always behind the scenes, like Murdock (in The A-Team TV series).”
And as for the pressure of following up AKA’s song with one with a similar line-up, Da L.E.S doesn’t feel it.
“There was no pressure,” he laughs. “I’ve been in the industry for a very long time and have learnt that if you’re not true to yourself, you’ll get exposed. All Eyes On Me is in its own lane and is timeless so I’m going to let P.A.I.D run its course.”
l P.A.I.D is on Vodacom Deezer.