Underground Influencers in S.A Hip hop not getting enough credit
With pop culture now being more ‘inclusive’ making genres like hip hop prevalent in music consumption.
Where there is mass consumption, however, there is a lot of detail being overlooked.
It is not common knowledge just how deep the hip hop culture is, and how far it stretches, the pop culture crowd simply consumes popular sounds and adapts popular movements.
Hip hop museum
The dominant crowd overlooks the cultures extended form of expression, the street entrepreneurs, the black spades, samplers and participants in the hip hop movement at the core of this unnoticed groups that spread the word.
Taking its share of the economic culture, and playing a role in distributing the new wave and generation of entertainment, the journey of hip hop culture goes beyond cyphers in Gandhi Square and events in Jeppestown.
With opportunities rising in the online space and the culture evolving into breeding between pop and Kasi flavour, there is much to be said about the ‘props’ not given to underground influencers who understand and grow the game in the avenues of Soweto and events all over South Africa.
Now mid-weight hip hop fans are finding themselves in the same spaces as heavyweight fans, reviewing ‘beef‘ and following break out news in the genre.
Communities like hip hop 411 – a breakthrough forum for the genre, based in Orlando West provide a library of the cultures’ many forms, spreading the influence throughout the country.
Whose to say that you have to be ‘deep’ in the loop when it comes to the hip hop culture in South Africa?
We now know all that’s related to the genre and experience it the same way that people who have been deeply rooted in the culture and have an archived knowledge of its history.
So where are we now? Go to any festival and the roster of musicians are hip hop artist, check the most trending musical released sounds in the county and it features hip hop artists, no doubt the revolution in every sound wave has some of that hip hop touch.
Who are faces facilitating the impact and contributing to the groundwork that increases public interest in the game? Who are the informants and culture ‘pushers’, making sure that the word goes beyond the streets and into the timelines where pop culture consumers are based?
This is the work of young people who are taking a slice of the economic benefits of culture and breaking down barriers with an entrepreneurial spirit, going beyond trends and educating the masses with projects like the alpha females delight (hosted by hip hop 411), inspired by the women of 1956 who marched to the union building in Pretoria.
The project aimed to increase awareness in the participation of S.A women in the hip hop space, increasing social engagements with relevance to the genres increase in popularity.
Creativity is nudging growth in the game, merging the artistic side of the genre with the corporate avenues that create new financial opportunities for the artist.
We now must recognise not only the headlines but the underground work being done to increase the popular crowds’ awareness of every sphere in hip hop.
By: Kedibone Mphethi ( Content Creator)