South African Hip Hop is shaping up to be fascinating and intriguing. It goes without saying that the game has progressed immensely from the time it was introduced to us in Mzansi or even from five years ago. A lot has happened throughout the years, what we are most happy about is the change in direction, quality and the monetary benefits that our artists are now enjoying.
AKA has been part of the hip-hop scene for a while and he has developed in his own regard, endorsement after endorsement he has increased his appeal, influence, and knowledge on how to make his talents work for him.
It’s been a hot minute since AKA signed on the dotted line with Cruz Vodka for what seemed to be a series of adverts, product endorsement and now his own version of the product. Last night during the excitement of the Football matches which AKA so enjoys he let his fans take a peek into the production of his own Watermelon flavored Vodka. Why is this significant you ask? Well, this essentially means that our local talent now understands the workings of endorsement deals and maximizing the deal. Being a face of a product won’t cut it anymore, it’s just not enough to sustain the longevity of the artist or personality. How many times have we seen people get replaced by another in terms of endorsements?
We are so glad that the talent wants more than what they are initially given. Many of AKA’s peers have followed suit, Cassper and Emtee have fully invested in the alcoholic brands which they’ve invested in and this is so important for growth. We are definitely excited about the mentality that these personalities have now, the shift in focus is essential in the development of the industry. We have witnessed far too many people get ripped off deals because they were satisfied with what they were initially given and we hope now that more and more artists will know their worth and strive for more.
Why Call-Out Culture Is Important
On Friday, a story broke about Gqom Queen Babes Wodumo being domestic violence victim, being abused by her lover and collaborator Mampintsha. This came as a shock to many as we all imagined their relationship to be blissful, however, all that glitters isn’t goes.
The details of this abuse to Babes were forced out of her by radio personality and actor Masechaba Ndlovu on national radio. This situation divided social media into two, with some stating that Masechaba’s approach was unsolicited and that it was not her place to publicly speak about Babes’ situation like that. On the other hand, some Twitter peeps congratulated her and sang her praises for speaking on the situation and possibly helping Babes and many other women out of a similar situation. This ultimately meant that Masechaba put her job on the line.
Yes, it may not have been Masechaba’s place to speak of something so personal to Babes Wodumo but it cannot be denied that it was necessary. A call out culture in the media space is more important now than ever before. The media/entertainment space is about the size of a peanut so its easier for the people within these spaces to take the responsibility to call out the nonsense.
RT for appreciation! pic.twitter.com/yniFyDTx2S
— Madiepetsane Motaung (@madiepetsane2) May 19, 2018
Ladies & Gentlemen, Women & Men, Uncles & Aunties, Boys & Girls under the powers vested on me by the Black Twitter Constitution I hereby present to you Masechaba Ndlovu. You are welcome. #BabesWodumo #Mampintsha #Masechaba
Retweet To Annoy The Abusers Out There. pic.twitter.com/hjRcgDglIt
— Man's Not Barry Roux (@AdvBarryRoux) May 19, 2018
Y’all always have something to complain about. Had #Masechaba kept quiet then y’all were gonna complain that she knew about it and did nothing. She spoke up and y’all are still complaining, kahle kahle nifunani? pic.twitter.com/CCXgqCnmwe
— NANA Motsepe. (@MsMotso) May 18, 2018
South Africa has become synonymous with domestic violence, assault and rape. With personalities such as OkMalumKoolKat, Brickz and Arthur Mafokate being found guilty of these heinous crimes against women. This is evidence that there is a problem that needs to be addressed beyond the online space. More women could benefit from this.
If you know anyone or you are a victim of abuse call: