Music & Marketing/ Creative Ninja/ Writing Enthusiast themalesetja@gmail.com
Image for post
Image for post

Many people, more specifically older generations, would associate Hip Hop with violence, misogyny, profanity and gang banging. And to be fair they’re not wrong, simply misguided.

Stemming from the late 90’s, Hip hop has managed to cement itself into culture with on-going fashion trends, dance moves and social justice movements just to name a few.

The power to heal


Image for post
Image for post

The influence that Amapiano has created during its rise is actually quite phenomenal if you think about it. The genre has been rocking the South African streets for just over 3 years now and it seems to be filtering in other genres too. Most notably South African Hip Hop music. However the sound has also spread throughout the rest of Africa. Here are a few examples:

Dr Peppa ft. LucasRaps, Chang Cello & Riky Rick — What it is

This is practically a hip hop joint because its straight up rapping. The song was produced by Tyler ICU, who mainly does Amapiano tracks. As soon as the track begins you immediately start jamming to it, once you hear the familiar trumpet and log drum (typically you’d expect to hear an 808) playing in the background, it feels like a hit. …


Image for post
Image for post
Image from Begeek

On November 13, 2020, Travis Scott premiered the PlayStation 5 unboxing on his YouTube channel and it’s unlike anything I have ever seen before. Initially I thought to myself he’s probably just going to test drive the new console, play some games, react to some features while a few camera’s record him. Boy, was I wrong! In fact I’m glad I was.

The 10 minute video was a culmination of product placement, meets storytelling, meets musical performance, meets an experience. Travis is every brand’s dream at this point, he simply elevates everything.

The Product

The video starts off with Travis sitting on a chair stranded and in the middle of nowhere with a massive screen and speakers in front of him. Eventually the screen switches on and the first thing you witness is the universal PlayStation controller symbols. …


Image for post
Image for post
Image from RollingStone

Throughout history there always comes a time when certain artists change your life for the better with their music. Sadly they do it and you end up forgetting about them. Here’s a list of some of the biggest one hit wonders in Hip Hop. Enjoy!

12. Afroman — Because I got high (2000)

I’m going to be honest, there’s not much to say about Afroman except that he wrote a song about getting high and it blew up. I’m convinced that the only reason it was a hit is because of fellow weed smokers who know exactly what he’s talking about. …


Image for post
Image for post

Jacques Webster a.k.a. Travis Scott has become one of the biggest and most influential figures in modern day pop culture. Born and raised in Texas, Houston; Travis began his career as a producer until he was signed under Kanye West’s G.O.O.D Music label to be part of the production team.

Eventually in 2013, he signed to T.I’s Grand Hustle label as a solo artist, releasing a number of mixtapes as well as his debut album Rodeo (2015). At this point Travis was known more for his production skills than his rapping but the lead single Antidote peaked at number 16 on the Billboard charts. …


Image for post
Image for post

Traditionally speaking endorsement deals were designed only for the very best athletes, who are at the top of their game. These are the athletes that find themselves competing in finals year in and year out and most importantly winning titles & breaking records. After all they hold the most influence and grab the most attention.

It’s no surprise that in recent years, top sports brands like Nike, Adidas & Puma have decided to integrate themselves into pop culture. With the growing influence of popular culture within music, fashion, fitness and celebrity lifestyle, these brands came across a huge insight.


Image for post
Image for post
Kabza De Small & DJ Maphorisa — Image from Instagram (@kabelomotha)

The rise of Amapiano

Amapiano is the latest wave of music pumping in the streets of South Africa right now. Pioneered by revered producers and DJ’s such as Kabza de Small, DJ Maphorisa, MFR Souls, and JazziDisciples just to name a few. The term was coined by music duo MFR Souls based on the consistency of the piano used to accommodate the rest of the instruments in production. Fortunately for us it has evolved into a hard hitting dance genre with killer vocals comprising of indigenous South African languages.

Amapiano’s origins began in Gauteng, in townships like Atteridgeville, Mamelodi, Vosloorus and Thembisa. It garnered very little attention back then due its simplicity or lack of musicality as well as prominent DJ’s not respecting the genre. …


Image for post
Image for post
Photo by Emily Bauman on Unsplash

Beyonce is easily one of the most recognized names on planet earth. A mythical yet revered figure that all of us get to witness. Over the years she’s given us hit after hit and still we can’t get enough of her. In fact many would argue that she’s the best performer alive, at least the best that my millennial generation has ever seen. A position that belonged to the great Michael Jackson. And this speaks volumes about the calibre of artist that she is.


Image for post
Image for post
Photo by Vonecia Carswell on Unsplash

Over the years festivals have become the best excuse for you to party for 2 to 3 days straight without worrying about cops or running out of alcohol. Simply put, the party doesn’t stop because something is always happening.

We now live in an era where our experiences hold tight to how we perceive and feel towards events and brands. If the experience is good and memorable, you post about it, tag the brand, use the hashtag and spread the word. However if the experience is bad, we also spread the word just not a good light. We bash the experience/brand, while others troll and create memes about the experience eg. …


Image for post
Image for post

Kwaito music has always been a reflection of what’s happening in the streets and in the township. It’s been the dominant genre in South Africa roughly between 1997–2011. However, ever since then Kwaito has been on a downward spiral and some can say it has become extinct in modern times. On the other hand some can say Kwaito has simply evolved and influenced new genres like Gqom and Amapiano.

Here we take a look back at which Kwaito albums impacted the culture and were simply too hard to ignore.

10. Kabelo - And the beat goes on/Exodus

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store