Just in time for the summer, 30 years since the advent of South Africa’s democracy, the 51st year of the birth of Hip Hop, and what has become the biggest Hip Hop festival on the continent – The Hennessy Back To the City Festival – officially reaches adulthood.
And in case you haven’t heard; “The Butcher comin’ nigga”.
BTC is an annual one-day hip hop festival that takes place at Mary Fitzgerald Square in Newtown, Johannesburg. It has been hosted since 2007. BTC was previously held on Freedom Day each year, but since the Covid pandemic, it was moved to October.
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The Butcher Comin
Now with Def Jam Records, the headline act for the festival’s 18th iteration is Griselda Records and Black Soprano Family rapper Benny The Butcher.
Crazy amped doesn’t begin to describe the excitement that this news has been received by the young’uns and the old Hip Hop heads. And it’s all going down this Saturday in Jozi (October 12).
“He’s an artist that caters to both markets; the younger and the older generation who appreciate a certain kind of hip hop. He cracks that tight rope,” Osmic told The Citizen.
Together with his cousins Conway The Machine and Westside Gunn, through their label Griselda, began getting traction around 2016 and has solidified his place on the mainstream hip hop landscape, working with the likes of Mary J Blige and J Cole.
“It didn’t make sense to book him three or four years ago, he’d be seen as an underground artist,” Osmic said.
“Every year we aim to make the festival a worthwhile experience. There are people travelling from different parts of the country and continent to experience Back To The City and we always step it up,” says Ritual Media Group (RMG) Director, Osmic.
“This year’s also special because we are celebrating 30 years of democracy as a country. Hip-Hop and Poetry played a vital role in our history’s struggle and we want to celebrate our freedom,” he concluded.
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Newtown takeover
Featuring more than 100 artists Mary FitzGerald Square, Newtown will be transformed into a captivating urban landscape, where every corner breathes Hip Hop.
The Hennessy Back To The City is a movement that unites people from all walks of life under the banner of Hip Hop, celebrating diversity, promoting creativity, and embracing the power of music to bring us together.
The festival will include 100 stalls selling merchandise, streetwear, records, art, and accessories, and over 200 stalls with a variety of food.
The Basketball courts and skating ramps are available for those who want to show off their skills. On-site, there will be gaming stations for the gamers. Graffiti artists can win big at the Graffiti Battle, as well as the 10K Challenge.
The lineup will feature over 100 Emcees, 40 Deejays, 13 Graffiti Crews, Dance Battles, Beatboxers, 70 Stalls and 10 Activations. From iconic veterans to emerging talents and brands, our diverse selection promises to deliver non-stop energy and electrifying performances. Immerse yourself in the richness of Hip Hop culture.
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The line up
BTC has previously drawn criticism from younger people who complained that the festival never books artists who are current.
In 2018, when Grammy award winning Chance The Rapper was in the country, local hip hop fans saw that as a missed opportunity to have a rap artist in their prime, on the BTC stage.
International acts that have performed at the festival in recent years include Jeru The Damaja, Pharoahe Monch, eMC and Keith Murray.
Osmic said there was anticipation about who the international guest was, through their ‘guess who’s coming’ competition where people had to make predictions.
“Fifty people got it right. I guess they had been expecting him,” he said.
The entrepreneur said said he’s seen an immediate positive response from the local hip hop community since announcing Benny the Butcher earlier this week.
“We’ve had more than three million impressions on social media since we made the announcement. People have been retweeting it and sharing it. Our ticket sales have also seen a jump,” said the entrepreneur.
“It’s refreshing to see that our gamble is working.”
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