The South African Hip Hop industry has taken off quite rapidly yet there are many artist whom are still not getting acknowledgement or attention.Underground hip-hop has taken a nose-dive due to the massive interested in main-stream Americanized music.South African rappers have adopted the swagger style strongly supported by artist such a Hydro,L-Tido, AKA and Jozi. Cape Town hip hop has remained traditional with groups such as ill-Skillz, Driemanskap and E.T.C being the flagship artist of a much appreciated Hip Hop circle.
We thought Kenny Kunene’s record label New Money Records would make a strong introduction last year but unfortunately the Sushi King chose to focus on his own Album release.It is starting to seem as if he is not serious about helping upcoming artist and talent.This was the resposne I got from one of the Nu Money artist when I tried to put a young rapper on.
Pioneer Unit Records own by “Damian D-Planet” has enjoyed lucrative success with major acts such as Ben-Sharper, Rattax, Manqoba, Konfab and Afrikaans MC rapper,Jaak. Unsigned rappers struggle to get the work on the market due to not having the financial backing or resources.
What do struggling South African artist do if they can’t get any record deals for all these relatively small Record Label ? The answer is market yourself,many artist have made it on their own by cleverly using free resources to market themselves. Die Antwoord are a perfect example or this, Yolandi Visser,Ninja and DJ Hi-Tek have been to places no other South African rapper was able to.
Sign-up with sound cloud ,YouTube and start marketing yourself, it helps getting your own website (I can help you here)