‘African artists on the rise’
DURING his recent visit, legendary English hip hop DJ and presenter Tim Westwood (pictured) paid homage to the continent’s growing presence on the global music stage. His visit was influenced by this growth and his desire to become more involved in the afrobeat and afropop scene.
Westwood’s is a decorated career that spans more than three decades on radio and television and has seen him host hip hop shows on BBC Radio 1 and BBC Radio 1Xtra and, more recently, Capital Radio.
His impact on the global hip hop scene has been massive. Tim Westwood TV, his official YouTube channel, is approaching half a billion video views and his catalogue includes videos of freestyles and interviews with artists like Notorious B.I.G, Eminem, Jay-Z, Nas, Lil Wayne, Nicki Minaj and Drake.
Over the past year, South Africa’s foremost rappers: AKA, Cassper Nyovest and K.O, have been featured on his Crib Session freestyles.
“Afrobeats in the UK is definitely on the rise, and it’s great to see South African artists part of that movement,” Westwood said during a press conference at Sandton City’s Hard Rock Café.
“There’s been an enormous change in London from a Jamaican/West Indian community dominating the music scene to what’s happening now with African music… in the UK.”
This, Westwood says, is due to the rising African population in London and the rise of African students at universities across the UK.
“Dialect is really important, but I think it’s also important for it to be in a language that other people can understand in order to get that crossover. Cassper had an enormous freestyle on Tim Westwood TV where he got 150 thousand views and he’s switching between English and his dialect.”
Westwood references how UK artists initially had a tough time gaining traction in America because their slang was foreign and difficult for the American audience to understand, and how slang’s now becoming more universally understood. He envisions something similar for local acts with their own unique flavour.
English hip hop has definitely been gaining global traction of late. This was highlighted earlier in the year when Drake featured English rapper Skepta and upcoming grime artist Giggs on his album, More Life.
Westwood commented: “Skepta’s on tour in the States and the co-signing from Drake had a major impact. One of the biggest festivals in the UK is Wireless, a three-day event based in London where we have people like Drake and Kanye West headline each day. This year, Skepta’s day sold out the fastest. There was more excitement around Skepta than other headline acts.”
The key to Westwood’s success has been his ability to stay current. “I’m really about new music and what’s happening on the scene. It is the era of Migos and Young Thug. Different messages in their music, but it’s still very much a part of the culture.”
I asked him for his take on the ongoing Drake Kendrick Lamar debate on who is the better artist – both recently released chart-topping albums.
“I think both artists have dropped great albums,” he said. “I think Kendrick’s album is definitely a definitive piece of work for him. I wasn’t keen on his second album so much, but I think his first album was one of the classics of all-time. It’s two different styles absolutely dominating and streaming untold numbers. I wouldn’t see them as competing, you just embrace what you want. I love Kendrick and I love Drake. I think Drake plays more in clubs but Kendrick’s got some bangers on there as well.”
Westwood believes the next big artists will be coming out of Africa.
He said: “I think what you’re doing here in South Africa is so powerful. Cassper’s putting out incredible records. And AKA, too. By embracing that and making it big here, that’s gonna translate to the rest of Africa and that’s gonna translate to the rest of the world. Africans are ready for the world.”