Albeit an organization shrouded in controversy, the alumni of Ambitiouz Entertainment are for the most part artists with a fair amount of gravitas about them.
These acts may have all left the record label and probably for good reason, but they have all left their stamp on the rap game in some way.
Consider for a moment artists like Misss Pru, Blaq Diamond, Sjava, Priddy Ugly and Emtee.
They’re all highly regarded, some more than others, but this era in the label's run boasted one of the most venomous rosters we have seen in local hip hop in the last 15 years at least.
That isn’t even all the artists as we could go on to discuss people like Fifi Cooper, Intabe Yase Dubai but we would be remiss if we didn’t include Saudi.
Arguably one of the more street orientated rappers we have in South Africa. Saudi has also quietly been one of the most streamed rappers locally and now Anele Mbisha is back with his fourth studio offering.
Mostra Don’t Die
That is the title of Saudi’s latest piece, and he says the project took him between two and three years to craft. A hiatus well spent as he has also established his own independent record label called OVLOE Monopoly.
“I started off by creating songs in template form, a chorus here, an intro and chorus there. I started this process in this fashion to grow as an artist and to incorporate new and fresh sounds to my music. I then worked with Ruff and Young Tune to strengthen these records and new ideas. I took my time, but it paid off and I can't be any prouder of the end product," the native of Soweto says.
The album is a large offering with 18 tracks in all with one feature, his longtime collaborator, and former Ambitiouz Entertainment label mate, Emtee. Together they take care of the first single off the album which has been out for nearly two weeks and has 60K views on YouTube.
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“Fans can expect a wholesome and thrilling experience. Greatness. It's called Msotra Don't Die because I feel like my journey and what I've created in this album will live forever.
“This album is unforgettable. The artist I featured isn't just my colleague and close friend, but he is also an era defining artist and as much as I've been doing this for seven years now professionally, I feel like I'm the era defining artist of this period.”
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The likes of Saudi, Emtee and Sjava could be the acts that gave Ambitiouz that definitive sound that was rugged and yet somehow familiar and light enough to soar up the charts and command the airwaves. A sound and movement most of you know as African Trap Music.
Saudi is still very much in this wheel house with this new album and he swears this is better than his previous work as he wasn’t as focused and, “seasoned when I dropped my first album. The music I'm making isn't just for the youth, it's for everyone. If you've ever felt any kind of emotion in your lifetime, it's in this album.”
A pioneer’s point of view
Being responsible for a new age avenue of local rap does give Saudi the authority to share his insights on where the game is at right now and he offers a strong stance on the state of things.
“SA Hip Hop artists no longer make music. Majority of the artist are just rapping. In order for us to have a greater impact and staying power, we need to make great records,” he prescribes.
He loves the amapiano movement and thinks this was a necessary step in a refreshing direction.
“Amapiano is the most amazing thing we could have as South Africans and South African musicians. A groundbreaking and authentically South African genre.”
He will however choose to love the yanos from a distance as he has his feet firmly grounded in the genre he helped in state.
“I make African Trap Music. Our music draws inspiration from and incorporates all great South African music. The log drum is the single most exciting instrument of the last four years.”
Saudi’s moves in 2024
The album release date is a bold move as this season sees the competition heat up in as far as projects that we will remember from 2023 and carry with us into the new year.
“The release of this album is the beginning of the next year for me, that's how I view it. Me and my team are cutting no corners with the release of this project. We are doing everything that needs to be done in the conventional sense, radio, TV etc.
“With the DSP's being the new wave in terms of how music is delivered and consumed we are prioritizing and focusing on covering the digital market. The first single that's going to be pushed will also be determined by the fans, which ever song they love the most will be the song that's the official single for this album, the first song to get a video. There's a lot in the works but that's all I'm going to reveal for now."
