South Africa’s urban culture landscape has experienced an explosion over the years with creative visionaries leading narratives in the bubbling hip hop scene using the elements of music, fashion, photography and art. Hip hop has transcended from being just a music genre, it is a lifestyle that many cultural curators are using as a medium to tell authentic stories that are resonating with the masses.
One of South Africa’s most recognizable burger brands, Steers has taken note and recently veered into uncharted territory to launch to their new Rib King promotion. The brand plugged into urban culture through a unique collaboration with South Africa’s leading online magazine The Plug and a collective of emerging rappers who speak to various elements of urban culture.
The Respek Nation is a collective of some of country’s hottest rappers including Shane Eagle, J Molley and TTGO. These artists were specifically chosen as they are driving the culture forward through their incredible music and leading movements that are resonating with legions of their followers. Movements create conversation that bring a sense of belonging and when executed with an actual identity, they become effortless and appealing to the youth.
Shane Eagle is the Respek Nation Series Leader of the New School having released his debut Yellow album to critical acclaim earlier on this year which is being hailed by many as one of the best rap offerings this year. In it he explores his artistry tapping into topics including political and social commentary. Internet Boy J Molley recently released his debut album Dreams Money Can Buy and features in the series New Wave feature which explores his musical influences and how he is leading the local trap music scene. The series culminates in a feature with upcoming rapper Pretoria rapper TTGO of the Hustle fame who is leading the Pitori Invasion.
The campaign was launched at Rosebank’s popular First Thursday’s and trailblazers in hip hop descended on Cutthroat Entertainment’s La Familia store as various elements of the culture were showcased paying respect to hip hop through three of the country’s hottest emerging rappers. Images from the Respek Nation series were showcased which included the unveiling of The Plug’s cover issue as well as images that will formed part of the series.
“South Africa has witnessed the rebirth of hip hop culture and great talents have unfolded in front of us, but we never focus on where the greatness stems from. Steers has taken it upon itself to show respect to this unstoppable movement and we are here to celebrate its superstars and support their success” said Steers Marketing Executive Adolf Fourie.