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Apple Music: ‘Hip-Hop DNA’ Series celebrates History of South African Hip-Hop as Genre turns 50

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Apple Music: ‘Hip-Hop DNA’ Series celebrates History of South African Hip-Hop as Genre turns 50

In celebration of the 50th anniversary of hip-hop, Apple Music is showcasing the breadth and diversity of hip-hop sounds, histories and communities across the globe with Hip-Hop DNA: South Africa.

 

Apple Music’s celebratory campaign delves deep into the roots of hip-hop in SA. It’s accompanied by essential albums from South Africa’s greatest hip-hop artists and provides insights into the thriving hip-hop scenes in Australia, Japan, Mexico, France, Germany, and beyond.

 

Hip-Hop DNA: South Africa traverses the early days of the genre’s arrival, from ‘90s Capetonian groups like Prophets of Da City (POC) and Black Noise whose rhymes were steeped in politics, to genre’s ultimate glow up in the early 2000’s with Skwatta KampPRO and Teargas achieving radio success, while pioneers like HHP blended kwaito and hip-hop to form Motswako (meaning “mixture” or “blend”), characterised by Tswana lyrics and versatile production styles.

 

But it was in the mid-2010s that South Africa hip-hop exploded, looking again to kwaito for inspiration and producing classic tracks like K.O’s “Caracara”, Kwesta’s “Ngud” and Cassper Nyovest’s “Doc Shebeleza”, while English rappers entered the mainstream as AKA’s “Levels” became the first album by an English-speaking rapper to go platinum.

The next generation has also seen a whole new crop of kasi-trap rappers emerge, mostly from Cape Town (Dee KoalaBravo Le RouxHoly Alpha) and Pretoria (25KLoatinover PoundsBuzzi LeeWordz), who use street slang to tell relatable township stories, while North West rapper Maglera Doe Boy flies the Motswako flag high.

 

As part of the celebration of South Africa’s hip-hop history, Apple Music Radio will also be releasing an exclusive 1-hour episode, voiced by Ebro Darden, this episode explores the legacy of South Africa’s biggest hip-hop stars, from K.O to Ready D. Stream it here:  https://music.apple.com/station/hip-hop-dna/ra.1709148173?ls=1&app=music

 

Check out Hip-Hop DNA: South Africa here: https://apple.co/HHDNA

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Elorm Beenie is an experienced Public Relations Officer and Author with a demonstrated history of working in the music industry. He holds an enviable record of working directly and running PR jobs for both international and local artistes; notable among his huge repertoire of artistes worked with are Morgan Heritage (Grammy Winners), Rocky Dawuni (Grammy Nominee, 2015), Samini (MOBO Winner - 2006, MTV Awards Africa Winner - 2009) and Stonebwoy (BET Best African Act Winner - 2015). Other mainstream artistes of great repute he has worked with are Kaakie, Kofi Kinaata, Teephlow, (just to name a few), who have all won multiple awards under Vodafone GHANA Music Awards (VGMAs). Elorm Beenie has done PR & road jobs for Sizzla, Jah Mason, Busy Signal, Kiprich, Anthony B, Demarco, Turbulence, Popcaan, Jah Vinci & Morgan Heritage who came to Ghana for concerts and other activities. Elorm Beenie has done countless activations for artistes and has coordinated dozens of events both locally and internationally. He deeply understands the rudiments of the industry. His passion for the profession is enormous. Aside his PR duties, he also stands tall as one of the few bloggers who breakout first hand credible and also dig out substantial information relating to the arts & industry. He is quite visible in the industry and very influential on social media, which to his advantage, has gunned a massive following for him on social media as well as in real life. He is a strong media and communication professional skilled in Coaching, Strategic Planning, and Event Management. He's very transparent on issues around the art industry.

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