Hip-hop’s new wave

the influence of New Zealand’s early 2000s hip-hop boom. They’ve taken the inspiration of that era and paired it with new-school DIY thinking that internet use promotes.

‘‘Need beats? Download some software and make them on your laptop. After that, take your own photos, make your own art, film your own video clips. The creativity is amazing, and the potential to connect online with a global audience is super inspiring.’’

Pepperell does however note that increased access isn’t without its pitfalls. ‘‘Cutting through the noise online isn’t easy, and going viral is even harder. Although it’s never been easier to promote music, at the same time, it’s maybe harder to be seen or heard than ever before.

‘‘How many emerging local artists get proper support via streaming playlists and the like? Not many who aren’t already supported by major labels or major local managers, so it’s a mixed blessing thing.’’

Looking to the next 10 years, Pepperell says Tom Scott’s recent release Avantdale Bowling Club will be to the next generation what Scribe’s The Crusader was to artists currently on the rise.

‘‘Home Brew’s Tom Scott nailing his jazz album is probably going to have fascinating ripple effects on the next wave. I think Tom Scott has done a lot to get people thinking about working independently and honing your own unique voice.’’

Rappers Rei, Meer and N eo, plus the High Beams collective and electro hip-hop group YokoZuna, are just a handful of the artists at the forefront of Kiwi hip-hop now – five of the many acts pushing the genre to new heights. With or without the support of a label, one thing is certain – people are paying attention.