Is Emtee right? Do rappers have to go commercial to be successful?

by Nomonde Simelane

Controversial rapper Mthembeni Ndevu, more famously known as Emtee was the latest guest on L-Tido’s popular podcast, and the rapper had a mouthful to say regarding what it takes for rappers to succeed in mzansi.

If there is one thing that L-Tido’s Emtee episode has proven is that the rapper could give Trevor Noah a run for his money as it was characterised by a full display of his witty and charismatic personality, which is a side that fans have seen in various instances. However, what got viewers talking was a more interesting topic, which began when L-Tido asked the Manando hitmaker about his opinion on upcoming rapper Kane Keid.

Emtee’s response definitely had me sipping my tea and thinking, “I like Kane Keid but he raps too much… he must go commercial, all those metaphors won’t pay the bills.” Even when L-Tido attempts to advocate, Emtee doubles down and says “There’s no money in the backpack rapper industry.”

As an experienced artist who has been through the system that is the rap game and has had success, is he raising a valid point? Or is this a typical case of a vet doing what rap vets do? Users on social media, including Sizwe Dhlomo appear to agree with Emtee, as they highlight the need for versatility as South Africa’s audience reacts in a completely different way to global trends when it comes to hip-hop.

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