Hip hop lovers are expecting this year to have been a relentless celebration of the genre, but it has been somewhat stagnant on all fronts.
American rap legend Jay-Z unveiled his Book of Hov exhibition in Brooklyn that involves the library it is displayed at, wrapped in his lyrics and inside a bunch of memorabilia from his momentous career is on display, including a reconstructed version of the infamous Baseline Studio where he recorded some of his most pivotal works.
That’s all fine and dandy and it is quite the exhibition from the looks of things, but is that all? The biggest rap release of the year on Billboard’s Hot 100 chart is Lil Uzi Vert’s Pink Tape.
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Locally the closest thing to a celebration that is commensurate with this occasion was the untimely murder of AKA, with his memorial service playing out as both a commemoration of his life and career as well as a roistering of local hip hop.
With the year winding down, is there hope for a celebration to mark the 50 years of hip hop?.
There is one spitter who seems to have understood what year this is and acted accordingly by unleashing what has become one of the better performing rap songs in a soundscape saturated by amapiano.
“Sosh Plata joe”
Loatile Mangadi is 23 years of age, and you might know him better as Loatinova Pounds and his hit Sosha Plata is currently sitting on 232 000 views with the remix at 2.6 million views on YouTube.
The remix features Thapelo Ghutra and 25K. Together they have shaped a wispy sounding street anthem, anchored by swollen drums and laced with the distinctive Pitori lingo, which will be looked back on fondly at the end of this otherwise dry year as far as raps go.
“Sosh Plata is a customised number plate that is popular in the hood, primarily Soshanguve hence the full name is Sosha Plata. The font is smaller compared to the standard number plate. You could say the song is a manifestation of my dreams. Buying my dream car and having a piece of home on it, a Sosha Plata number plate,” he explains.
He began rapping when he was in primary school and one of his earliest memories of rap was his ability to rap JR’s Gata Le Nna and Tuks Senganga’s Monate Thwa word for word in 2008.
“Two years later I got hold of the software FL Studio then began experimenting and making beats,” the native of Mabopane says.
He is an adaptable rapper and much like other artists hates boxing his style in, but he does draw inspiration from fellow SA rappers like A-Reece, Thato Saul and 25K along with Kendrick Lamar and Tyler, the Creator, internationally.
“Although my taste in music is varied, I’ve always gravitated towards rap music and hip hop. I could always rap most of the songs I listened to. As someone who is a creative but soft spoken and introverted person, rap music became my voice, much like what a paint brush is to an artist. When people started showing me love and listening to my music, I knew that rapping was something I wanted to pursue as a career.”
The remix of Sosha Plata is currently the number one rap record in the country, and this has Loatinover bursting with pride.
“I couldn’t believe it. It’s obviously every artist’s dream to have a song top the charts I just didn’t expect it so soon, but I guess when it’s your time, it’s your time.”
Creating a street anthem
Given that this song has hit for this MC, we delve into the process he underwent to both pay homage to his hood and share his desires for success.
“The process is different for every song, and it also depends on how I’m feeling but most of the time once I find the melody I start building from there. For me the beat and melody are the foundation of each song then what I write is based on the emotions the beat evokes.”
He thinks his brand of rap stands apart from the rest as his lyrics are relatable and authentically South African.
“I write about things everyone goes through, especially in townships and in a language, they speak every day.
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"My family has always been music oriented. My mother would turn on the radio every morning and at family gatherings we always had music playing and my uncle would be there with his CD cases, so I always had an ear for good music. I think their love for music made it easy for them to be supportive in my choices to pursue music as a career."
The lingo used on this song is also unmistakable giving this record a distinctive feel not to mention there can be a lot to be said about a certain part of the country having a sound that can only be cultivated there or by someone from the region.
“There aren’t lot of rappers that rap in Spitori especially in the commercial market so I rep not only my hood but Pretoria as a whole by making sure that I put the lingo on the map and talk about daily struggles people in the hood face.”
He could be considered a freshman as far as commercial rap goes, with this being his first major scratch on the charts and so naturally he has a few pointers for anyone who might want to follow in his footsteps.
“I’d urge those people to keep making the art they are making and be focused, because there’s a lot of distractions in this world and in this industry. I’d also tell them that they should always know that rejection is redirection, and that patience is a virtue in this line of work. All you need to do is keep your eye on the prize.”
We can expect more visuals from his Hood Misunderstood EP, and merchandising, around what is a valiant project for the year.
