South African rap has never looked as good as it does now. Think AKA, KO, Cassper Nyovest, Duncan – they have all had the biggest hits of 2014.
In fact, a quick look at the Channel O Ten to One, which showcases the freshest and most happening chart-topping hits, and the evidence is there. The chart is compiled largely from airplay on radio. Two weeks ago, out of the 10 artists, seven were rappers.
Since the early days of rap the genre has always played second fiddle to kwaito and house. This was partly due to the fact that it was such a new genre and partly due because it was seen as an American import back in the time when we as a nation were trying to establish a new identity. It was also seen as the domain of rich kids from the ’burbs. Prophets of the City were the first to rap in South African languages with Cape flats taal by Ramone and Ishmael rapping in Zulu.
Then Amu changed the game when he began doing the same thing in Gauteng, which has emerged as the leader of the SA rap scene. Skwatta Kamp and the Motswako movement followed suit with Jozi bridging the gap between US and African influences.
Zuluboy and Zakwe followed the Motswako spirit with strong Zulu rap. AKA and Da Les then ran back to the Americans with the release of their debut albums, although AKA’s debut album certainly was the beginning of his unique sound. It perfectly encapsulates his wit, his powers of observation and his deadly, incisive rhymes as well as his understanding of catchy melodies and beats.
The big change came with Teargas. They identified with the average kasi kid. This led to their meteoric rise in the townships.
Now Teargas member KO has knocked them flat with his track, Caracara. He also features on AKA’s mammoth, anthemic hit, Run Jozi. AKA has released a killer album and has chosen to embrace as many authentic genres as possible with his trademark rap style. His album is certainly in the running for Album of the Year.
His arch enemy, Cassper Nyovest, is also riding the club and airwaves with his big songs.
Another member of Teargas, Ma-E, has released the humorous Ugogo and Duncan is mixing old-school kwaito with some tough Zulu rapping on Tsiki Tsiki.
These rappers have all chosen to up the game of hip hop. And there’s more money out there now that the born frees have begun earning.
While the kwaito artists were very surprised when the money unexpectedly started to fall from the skies, the rappers are expecting it and are living the life accordingly. This means bling videos, bling lyrics and bling lifestyle. So, like everything in the music industry, it is all about timing.
The rappers have simultaneously produced a high standard of music and their market is ready for it.