REMEMBER a few years ago when one fan jubilantly tweeted K.O a photo of himself wearing a Cash Time Life cap and the rapper responded with a sober “But bro, that’s a fake cap tho[sic].”
The bootlegging got so bad, that makeshift Cash Time clothing crept up in countries like Angola and Zambia, to the bewilderment of the owners of the brand. This was during the height of the Cash Time Life clique, when it had the likes of Maggz, Moozlie, Kid X and Ma-E on the stable. The aforementioned artists have since left Cash Time after business turned sour.
Last year K.O relaunched the clothing line and changed the name to DustnKompany and yesterday he got on Twitter to share news that the clothes are now also available at Studio 88, an underrated clothing outlet among youth.
“For the longest time me and Tsholo have had distribution limitations with my clothing line and now through blessings that led to other blessings, Studio 88 has just opened its doors for us,” exclaimed the rapper on social media. The clothes have been available at Joburg’s Fashion Kraal for a while now, but they were restricted to that only store, since their online store seems to be down.
Local fashion designers have to contend with international brands, breaking into the highly competitive industry and on top of that still have to raise funds for collections. Last year it was reported that the clothing industry contributes only 3.3% to the country’s GDP, while it deals with the shedding of jobs, cheap imports and closing down of factories.
But unlike the average designer, K.O’s brand is built around his music which is planted in the hearts and minds of South African youth. They don’t necessarily buy it because it’s the best thing on the market, but because it’s a K.O brand. The consumer feels closer to their favourite artist, by supporting their every cause.
The rapper recently released his album SR2, which scored him two nominations at this year’s South African Hip Hop Awards, in the Best Male and Album of the year category.
JUST as those South African political activists stuck in exile years prior 1994, Reason’s fans are eagerly waiting for the release of Azania.
Yesterday the kat from the Eastrand asked his followers on Twitter, if they’d be mad at him should his album come out next year.
“The whole point of me actually putting out this tweet, to be honest with you was to create a dialogue between me and my fans. I think in the business world they would call this market research,” says Reason speaking to Tha Bravado telephonically.
Recording of the album is finished and getting mixed and mastered as I type this. “At the end of the day, as great of an album you may have, the business aspect always has to kick in, you know. Because you have to follow through with a launch, you have to follow through with marketing it, shooting videos, taking those videos out, making sure that you have maximum reach, radio airplay…there’s a lot to consider.”
Just a day before Freedon Day Reason released the heartfelt album title track Azania, which has US producer Swizz Beatz and renowned songstress Sibongile Khumalo on vocals. He’s also dropped the grimy Wu Tang featuring Frank Casino.
“We live in a world where, I could’ve asked that question, and people could’ve said we don’t give a damn about your album. Because there’s so many artists out there and so many albums out there, it was very easy for the consumer to turn around and say to be honest with you, we don’t really give a fuck when you’re dropping this record.”
The rapper’s fans clearly do give a fuck, looking at the salvo of responses to Reason’s tweet. “Uzakube uyaseqhela,”tweeted Linda Majuba. While one Malakia Motaung said in a tweet “No need to drop this year, early next year would do sir. Although the world need this project, we are patient.” An unforeseen fan and clear competitor, AKA said “end of April…we will be cool.”
But Bheki Nondabula’s suggestion is what Reason seems to have heeded most. “Release a young single to keep our heads ringing till you’re [sic] ready G…so unfortunate that the Azania single is so slept on,” the tweet read. In a few weeks Reason will release Gemini Major produced Osuna Mang. Just as the song Azania, Osuna Mang sees the rapper embracing a group effort again, in the form of roping in Kwesta and Kid X.
“Funny, the next single was supposed to be a single I do by myself which is a song called Nkosi Yam’ and it’s only recently when we added two songs to the album, that Osuna Mang ke le teng came out. The sentiment of Azania (the album) was built around collaboration though, but not just collaboration with artists, but collaboration with producers, collaboration with writers, and collaboration with singers,”
Recorded on a farm in Magaliesburg over two weeks, he says creation of his fourth studio album was guided by accepting and receiving advice from the aforementioned collaborators who came to add to the project. “It’s such a strong album because it has so many ideas, from so many different people.” Reason says.
He didn’t say when the album would come out, but if the first song that came out is anything to go by, then this album is indeed a strong project that should be worth the wait.