The artist development programme was launched in April at the BAT Centre in Durban. Auditions were held to unearth fresh South Africa talent in the KwaZulu-Natal province. The search is on for young hip hop vocalists, rappers, MCs and DJs, with the intent of discovering South Africa’s next hip hop sensation.
The youth development programme culminates in the two-day festival. On the first day, top industry players will host a series of workshops focussed on empowering young musicians in the province. On the second day, a collective of these young musicians will perform alongside some of South Africa’s top artists at the all-day youth concert.
South Africa is home to an eclectic arts and culture sector, and hip hop forms a critical component of the arts industry in the country. This can be seen in, amongst others, the first local musician to sell out one of the biggest concert venues in the South Africa. The National Development Plan points out that the creative and cultural industries can substantially contribute to small business development, job creation, as well as urban development and renewal, which, in turn, improves South Africa’s competitiveness. This is why the Youth Hip Hop Festival has broadened its objectives to include the artist development programme.
Representatives from the KwaZulu-Natal Provincial Government and Durban Tourism have stated: “The discovery of new skills is a key priority of the KwaZulu-Natal Province. At times, youth’s passion for music and softer skills are discouraged in our communities. The value of the arts to social development and economic growth is often understated. The Youth Hip Hop Festival will discover, nurture and empower talented and tenacious young people keen to pursue a career in the arts. We are proud to be involved again this year.”
Twenty-four artists emerging from the artist development programme will share the stage with South Africa’s top hip hop artists at the main event. The line-up for the festival includes over 20 headlining local artists and DJs, along with an international act. Also, in celebration of the South African Music Awards also taking place in the city, the Best Hip Hop SAMA21 winner will perform at this years festival at Moses Mabhida Stadium in Durban, alongside the long list of hip hop greats.
Following the main event, 10 artists groomed through the development programme will be selected to represent South Africa at an American Music Festival in October 2016. The journey of these young emerging artists can be followed on the TV series My Connect - Road To The CMJ, to be aired on the national broadcaster after the festival.
Part of the line-up includes: Riky Rick, Major League, Junior De Rocka and WTF. The long list of other confirmed artists to be announced on Gagasi FM and social media each day over the next week.
