Lets keep it 100, it's the first time in our generation of black artists we see so many groundbreaking and inspiring moves not only with brands but in artists' personal growth.
Depending on how old you are, the South African music industry has always had one story of success at a time in the urban market. Remember when TKZee did something with Diddy, or the late Lebo Mathosa feature with Keith Sweat? I mean Lebo never met Keith Sweat they sent her the track and she played her vocals. TKZee literally missed the opportunity to meet Puff but the news that they were that close got us amped.
Hence it's the first time in our generation that we see our artists not only making songs but doing multi million deals, doing more than product endorsement but being endorsed by the product, and starting business outside the music. There are so many artists to name so we selected a few shining examples.
The most unconventional move this year was Riky Rick going to the Gucci headquarters. He was not there as a pawn but in his own capacity for something that he has consistently endorsed. He was invited to attend the Gucci Fashion Show in Milan, he also got to personally meet the label's president and CEO, Marco Bizzarri.
He was on the exclusive guest list for a private show and presentation and they paid for all his expenses. If that's not inspiring I don't know. Oh by the way, he is also one that's been endorsed by a Vodka... he has his own bottle design.
I think people really sleep on Khuli Chana's achievements. He is another that's not only being endorsed by a brand (Absolut), but that same brand has worked their whole strategy around his influence as an artist. If you're driving on the freeway towards the Grayston offramp to Sandton you'll see the brand's outdoor marketing with his face, you'll see him on television doing an ad for the brand and guess what? You'll go to a bottle store and the brand has created a bottle with his name on it too.
A while ago Khuli also had the groundbreaking campaign with KFC which also had a tv advert utilising his music and billboards in various areas. It did so well for the brand that it opened the door for those that came after. Don't sleep on the homie Khuli in the brand game, he's been pushing the envelope.
Cassper is a very obvious one and in the many chapters of him making history, one that really stood out was when a network (MTN) gave him a rumoured ten million rand and a billboard. Word on the street is that the agreement could be possibly renewed. As you know there's much we can write about Cassper Nyovest but this is about the game.
Cruz is another brand that found value in utilising AKA's equity. If you check his timelines the Cruz drinkers that tag AKA definately get an RT. AKA has also been a trailblazer with his various international engagements in Africa and America. It's true to say that SA urban artists have always talked about Africa and the world but AKA was the one to really show it's possible.
Brands are plugging into hip hop so badly that not only are they selecting the mainstream rappers but the real veteran lyricists are also getting it. Who would have thought a prestigious brand like Chivas Regal would pick up an ex backpacker, current Stogie T to be their face in South Africa.?
Conclusion:
I'm saying rap is in such a unique position in this generation that all you have to do is be the best at what you do and be consistent and anything will happen. Everyone wants a piece of the game from the politicians, to brands, the media and promoters. If you're not inspired then you haven't seen a dry season before.
Please note, I haven't mentioned deals from artists like Aewon Wolf - Barcadi/Cell C; Gigi Lamayne - Barcadi/Puma; Nasty C - Puma; or Rouge - Levi's.
