While the majority will make noise about the high youth unemployment numbers, the ubiquity of retrenchments and the paucity of genuine commercial platforms for creatives, this time has also given black youth an opportunity to show their leadership qualities. It was US civil rights leader Martin Luther King Jr. who said genuine leaders do not search for consensus, but are the ones who mould consensus. Lwazi Nonyukela is doing so with his media company, Hip-Hop 411.
“I felt like our stories in underground Hip-Hop weren’t being told enough, commercial platforms are not giving emcees and creatives enough opportunities to showcase their talent and tell their stories, plus I’ve always had the passion to be a Hip-Hop entrepreneur,” the Sowetan from Orlando West tells me.
Founded four years ago, the company specialises in content creation, pre and post production of its visual and audio platforms. Their content celebrates South Africa’s pop culture, largely driven by their passion for the Hip Hop culture. Their involvement in the Hip Hop scene was recognised by the South African Hip Hop Awards “…we were nominated for the Kings Of Gauteng for The South African Hip-Hop Awards for various elements in Hip-Hop before Battle Rap, but Battle Rap brought in a new and extended market to the brand including cyphers that we do across the country,” says Nonyukela.
Ever since the demise of Scrambles4Money there have been sporadic battle leagues around the country, but none have shown the consistency and meticulousness as the Hip-Hop 411 brand. Through their efforts, the league has become the premier battle movement in South Africa, managing to build relationships with brands to sponsor their movement. “…as a brand (Hip-Hop 411) we were able to collaborate with each other by tapping into each other’s markets which brought in huge values by also monetizing our content, growing numbers on social media, and getting more traffic into our website to attract new advertisers and for the battle rappers to see themselves as future brands by utilizing the opportunities we giving them on our platform and to also grow and maintain the culture.”
“I didn’t imagine it to be the home for just Battle Rap in South Africa, but I imagined it to be the home and movement for all cultural Hip-Hop elements in Africa, extending to other continents as well,” a determined Nonyukela tells me.
The involvement of emcee Kriss Anti-B has given the Hip-Hop 411 brand more clout, especially on the battle rap front, thanks to Kriss’ personal brand growth over the last few years in the local Hip Hop scene. “Kriss has been a major boost for the battle rap division in Hip-Hop 411…. he is giving opportunities to a lot of Battle Rappers and emcees from around the country to come and showcase their talent.”
There’s a tad bit of confusion about Kriss’ exact contribution at Hip-Hop 411, with many wrongly assuming he’s the founder of the company. But he’s a content producer for Hip Hop 411 Radio and has his own show, a promoter and Nonyukela also describes him as “a creative director/partner, and a huge ambassador for the brand.”
In his parting shot, Nonyukela says “The long-term objective of the company is to expand its service offering by not just focusing on content creation but participating across all sectors of the Visual, Media and Entertainment industry. This strategy will see the company expanding to 2D and 3D cinema experience, online content creation, digital rendering, application software, co-production to local and African markets (clients) and content creation and distribution.”
With those sort of objectives laid-out, it’s not difficult to foresee a future where young black people such as himself become important role players in our industry. Maybe next time I talk to him, Hip-Hop 411 would have more employees than the 15 he already has working in his team- quelling the noise that comes with high youth unemployment numbers, the ubiquity of retrenchments and the paucity of genuine commercial platforms for creatives.
In 44 BC, The Ides Of March became famous as the date of the assassination of Julius Caesar,making it a turning point in Roman history. It’s the theme for this Saturday’s Zulluminati rap battles.
“It’s also the day that when all debts must be settled in the Roman Empire, and we have a couple of grudge matches on the card and we’ll be crowning our first champion on the day. So the name was just perfect,” says Zulluminati organiser Pava Gunz.
A name known very well on the battle scene, Pava has proved his worth as a battle kat. His most popular battle could be when he battled Kriss, with his back turned against the rambunctious emcee from Benoni at Scrmables4Money. But Pava, having already organised five Zulluminati events with his team, has realised that the administration side of things is another beast which demands that he face it straight on, if this league is to make an impact in the battle scene.
“Finding sponsors is definitely the biggest challenge, as putting together these events is a financial strain on its own. And sourcing new talent, I believe there’s a multitude of dope rappers in the country, they just don’t wanna show themselves.”
Introducing new acts to the scene is important to Zulluminati. Earlier this year, they put out a poster for the Shoot Yo Shot event, specifically searching for eight unknown emcees. Shoot Yo Shot is Zulluminati’s undercard event to the main. “We try to unearth new talent and give overlooked emcees an opportunity to get their names out there. As the battle events out now are just recycling the same emcees, and that stunts the growth of the culture,” says eMalahleni’s very own.
Leagues such as this one and the likes of Hip Hop 411 are important for South African battle rap. Especially after Scrambles4Money came to a sudden end. A number of kats were anxious that would be the end of battle rap in the country. “We are in the right direction, but still haven’t reached the level I think it can. Even during Scrambles heyday, the hype and buzz was more than this. But we’re growing and that’s all we need right now,” says Pava, speaking with a tone of an OG.
Some tantalising matches for this weekend’s event will be Don V taking on the Vaal’s Willy Wroth; the title match between Cerebro and Kano as well as Fahrenheit versus Osama Bin Chaplin.
“On the main card I have King Zodiac, a relatively unknown emcee but with loads of talent and potential. We gave him a chance at the previous event Backlash, and he grabbed it with both hands.”
The Zulluminati battles are put together by a team, which affords Pava time to still put on his cape and get in the ring. “Got one or two battles line up for this year that will rock the culture, so I will get back in the ring soon…but right now I’m focused on elevating the culture.”