SkinnyGenesTV 2017 Urban Culture Trend Report

2017 ZA URBAN
CULTURE
TRENDS
SKINNYGENESTV.COM

THE
TRENDS
ENDORSMENTS THAT
SHATTER CONVENTION1
5
2
6
3
7
4
8
9
CULTURE GONE GLOBAL
THE RISE & NEED FOR
AUTHENTIC COLLABS
TRAP MUSIC IS A PHASE
RISE OF AUTHENTIC CONTENT
GOT MERCH ??
THE RETURN OF
ICONIC X CULT BRANDS
INDEPENDENCE AS THE NEW
CULTURE CURRENCY
BLOGS & WEBSITES

02
LETTER TO THE CULTURE
2017 has been an incredible year for the culture. Never has there been a time where
the culture is being celebrated. The moves are all on point. There is innovation
everywhere from the way we are releasing music to the business ideas that are
breaking boundaries and making people really stand for something. What I really like
about 2017 is the way we are starting to own ourselves. There seems to be a new
found energy that no one will do it for you and you should keep your head down
and keep going. So I am happy to share with you the first SkinnygenesTV Urban
Culture Report. This report will detail all the trends and moves in culture. I have been
quietly observing the culture and I think it’s fitting that we document the culture in
this way. Oh and it’s also fitting that we drop this on our 10-year anniversary.
This trend report is aimed at people who want to know why there is an energy in
culture. This person maybe a Marketing Director, Brand Manager, Student or just a
dude who is getting by. My aim is that this document will equip you to start thinking
and seeing the culture differently.
As you read this document pay attention to the themes that I have coined. Pay
attention to the titles, the images and soak yourself in understanding the culture.
The trends can be pealed in so many ways depending on what you look for. Like the
Merchandise Trend. People have stopped doing T-shirts just for the sake of having a
brand. Nowadays people are able to express their feeling and emotions on cotton.
What about endorsements? These days we can all spot a fake endorsement and we
trigger happy to call out a flop. In the endorsement piece you will read on why
authenticity is key. In terms of music entrepreneurs musicians are starting to build
their own brand properties.
The most exciting property in my opinion is JR’s music platform where he invites
other rappers to spit bars. I love the ambience JR has created. I love how he is
rebranding himself in the age of digital. Speaking of digital the culture is rewriting
the rules. Microwave Boys are a bunch of three dudes who have a YouTube page
where they kick back and talk shit. They ridicule and comment on all things
happening in the entertainment industry. But you going to have to read that to
find out how they are doing this. Another trend is independence. This is the most
important one for me. People are creating unconventional lanes to make money.
Forget the high Twitter Followers. There are people who are crafting niche lanes and
making the business world to take note of their moves.
Okay that’s the topline view of what the document will aim to chop up. Read it. Soak
in it. Question it.
I hope you enjoy reading this document.
Yours in Culture,
Skinny

TREND 1: ENDORSEMENT DEALS INSIGHT
2017 saw alot of endorsement from rappers. Some
deals were revolutionary whilst some were very
standard and did not really break the mold.
The big insight when it comes to trends is that
brands need to find the right artist which aligns with
a product truth. Brands that do this hit the
authenticity sweet spot and consumers will love you
for it.

TREND #1
ENDORSMENTS
THAT SHATTER
CONVENTION
05

Urban Culture really shattered conventions in the
way some individuals collabd with brands.
How Is This Taking Shape ?
No longer are rappers taking deals
where they are just an add on.
Artists understand their value. They are channels
in their own right.
Artists want a credible story that can be part of
the brands narrative
06

A GOOD COLLAB HAS A PRODUCT
AND ARTIST TRUTH AT THE CORE.

AND SOME BRANDS GET IT
TOTALLY WRONG :(

CASE STUDY:
MERCEDES BENZ
& NASTY C
Not all Brand x Urban Culture collaborations are made
in heaven. If its’ one thing you should know about Urban
Culture, it is this. Urban Culture endears authenticity! The
Mercedes Benz campaign with Nasty C, should serve as a
friendly reminder of what not to do moving forward.
Our biggest story in 2017 so far on the website is
the story about how Mercedes Benz got it wrong by
aligning with Nasty C. Basically Mercedes Benz was localizing
it’s global campaign on adilting. That same campaign was
rolled out here but instead of using ASAP Rocky the brand
used Nasty C.
When Mercedes Global dropped the ASAP piece it was
the biggest digital investment by Mercedes of all time.
Get that? Of all time. They had an engaging story about
Rocky and how he is #GrowingUpInHisOwnWay. Now for
Merc to not reveal Nasty C’s story is a shame. Or is the
story coming? They could have silenced guys like me if
they invested in the homey by creating a story on why he
#GrowsUpInHisOwnWay The lesson here for any brand is to
invest in the culture. Really we want stories that are engaging
and authentic. Ignore that 90% rule.
08

TREND 2: CULTURE GONE GLOBAL
The world is closer than we think. No one is
understanding this more than culture. We are
individuals who are no longer waiting to be put
on, they are putting themselves on.
For a global brand there is no need to chase
relevancy. The youth market already knows
what is happening on a global scale. All they
need is their story to be told to a global
audience.

11
TREND #2
CULTURE
GONE
GLOBAL

09
CULTURE
GONE GLOBAL
In 2016 the big focus was on
how African artists need to
collab with each other. This
trend has come and gone.
Our local artists and brands
are now exporting their
talents globally. It’s like these
days people need to play on
a world stage. In terms of
brands one person killing this
is The Threaded Man.
Quirkily known as ‘The Threaded Man’,
fashion & lifestyle entrepreneur, Siya Beyile, is
no different to our other South African stars
shining brightly on foreign shores.
International Fashion house, Hugo by Hugo
Boss, known for their tailor made, fitted
men’s suits, have personally invited Beyile to
partake in a number of prestigious events,
charting his travels between Milan, Florence,
Monaco and Paris.

10
He will be on a month long trip across Europe and
then the United States, respectively. This comes as no
surprise after he was named as one of ‘Africa’s Most
Promising Entrepreneurs: Forbes Africa’s 30 Under
30’ by renowned business magazine, Forbes Africa in
2016.
The first half of his international trip will kick off in
Milan, Italy with a visit to the Hugo Boss flagship store
in Galleria Vittorio Emanuele II, as well as a Hugo by
Hugo Boss showcase. He will then travel to Florence,
Italy, to attend Pitti Uomo, which has been labelled
‘The world’s most important platform for men’s
clothing, accessory collections and for launching new
projects in men’s fashion’.
Another individual who got a personal invite from
a well known premium brand was Riky Rick. If
King Kotini getting personally invited to Italy by
Gucci’s wasn’t enough to cement the local scene’s
international appeal, how about Cassper Nyovest
getting a shout out from MC Hammer for his latest
project, Thuto?! We can expect to see more of the
global community celebrating our local movements if
we don’t.
The big learning here is that these individuals are not
waiting to be big in South Africa. They are shooting
for the stars and targeting the world stage.

12
Case Study: Riky Rick And Gucci
“Young designers overseas really look up to
Versace, Gucci, Prada and Louis Vuitton. My
biggest frustration is that people question why I
buy international brands and they want me to not
think bigger. Local brands have a low execution
but the talent is there. Also people need to stop
this proudly South African stuff. We live in a
global community and we need to aspire. I am
trying to make people aspire. The message is
work hard and try get to that level.” – Riky Rick In
GQ
Up until now not many people knew why Riky
Rick was wearing Gucci the label so much. I was
fortunate to get this answer in my GQ Magazine
May Cover Story. The big learning from my Riky
Rick interview is how this guy planned where he
is at in his life. He planned it in a very detailed
way. Riky Rick has risen from repping street wear
brands to being in Paris politicking with Lewis
Hamilton.
He has always been ahead of the culture and as
the year progresses pay careful attention on the
way super premium brands may want to tailor
their message in a street label type of way. What
we will see is high fashion meeting street fashion
in South Africa. This trend is big globally but as
people starting aspiring they will bring many
brands together and create their own level of
success and status.

TREND 3: AUTHENTIC COLLABS DRIVE PROFITABILITY
Authenticity has become a table stakes when it
comes to communicating what your product stands
for. Consumers know this. What brands are missing
is creating collabs where the artist does not need to
do much. This talks to living a lifestyle.
The big insight here is to find people who are
already living your brand. THEY DON'T NEED TO BE
WELL KNOWN.

14
THE RISE & NEED
FOR AUTHENTIC
COLLABS
If last year’s announcement of AKA as the face of Cruz
Vodka and Reebok wasn’t enough to crown a stellar
year for Urban Culture, how about Cassper Nyovest
and Riky Rick announcements as the new faces of
Ciroc and Vaseline, respectively.
Without question, Urban Culture will continue to
experience meteoric rise in appeal and we can
expect to see it entering into more unconventional
associations too.

16
CASE STUDY:
SYLVESTER
CHAUKE

15
Q: Which brands get it right in urban culture/ hip hop?
A: Absolut and Khuli Chana. It was simple and single minded. This
campaign was believable. They did justice to the partnership.
Q: What do you think of Ciroc and Cassper?
A: I think now they need to bring it to life. They have made the big
announcement but now need to bring it to life. What else is there for us
to experience?
Q: AKA and Cruz Vodka?
A: “The attitude and sexiness was a good match. I am waiting to see
how they going to go 360”.
Q: You are talking a lot about 360. Why is this important?
A: Because artists are not being supported enough but also clients stop
at that fee upfront but they need to activate the partnership more. It is
not enough.
Q: What are the trends that are still going to happen this year?
A We going to see a shift from well known influencers to unknown
influencers. The unknowns are authentic.
Q: Why ?
A: Because a lot of brands are not authentic and they are looking for
smaller players in those pockets.
Q: Why?
A: Everyone sees through this.
Q: What advice do you have for someone wanting a brand endorsement
deal?
A: I follow a simple process. What do you like? What do you eat? Where
do you go? What do you wear? How often do you go there? These
things are important because it’s things that you love. You must become
interested and for me this is synergy.
Q: Can you give me an example on how this can work?
A: An example is a campaign we did for steers. We actually asked
people that go to Steers and we recommended these to our clients. It
actually worked.

"CULTURE VULTURE BRANDS DATE YOU FOR ONE
NIGHT AND MOVE AHEAD AFTER THAT RELATIONSHIP.
THE CULTURE NEEDS TO UNDERSTAND THE VALUE
THEY HAVE. THAT'S WHY WE ARE LOOKING FOR
BRANDS THAT HAVE A TWO YEAR PLAN WITH US."
- AKA ON CULTURE VULTURE BRANDS
"WE ARE THE CULTURE. NOTHING MOVES WITHOUT
US. AND WE CONTINUE TO GIVE IT AWAY"
- JAY Z ON RAP RADAR PODCAST

TREND 4: TRAP KILLED HIP HOP
Trap music originated in Atlanta. But now this genre has
been embraced by culture. It's no longer about the music
but the lifestyle that trap has brought into SA Urban
Culture.
Trap will kill hip hop because it is not authentic and does
not push our SA Urban Culture Narrative.

17
TRAP
MUSIC IS
A PHASE
TREND #4

18
Urban Culture
is like a living
organism, i.e. it’s
always evolving.
To this end, we
are in the era of
Trap and like Hip
Hop, it has its
own lingo, energy,
fashion and
lifestyle.
We need to be
cognisant of
these nuances as
these will
continue to come
to fore and serve
as a guide of how
to win with its’
audience.

TREND 5: RISE OF ONLINE CONTENT
Never has there been a time where content is king. In
Urban Culture content that wins needs to be original, fresh,
creates a point of view and pushes the culture forward.
Many brands are guilty of not giving the consumer the
power to be part of the conversation. What these brands
fail to understand is that creating content is on the rise.
Consumers are no longer waiting for brands to do this.

19
TREND
#5#5
RISE OF
AUTHENTC
CONTENT

20
If the return of Vuzu’s Hustle
talent search competition is
anything to go by, Urban
Culture will continue to be a
source of rich, engaging content
for TV. Speaking of which…
Welcome to TV land Vodacom
Next Level with Riky Rick. But
just before we put all our ducks
into TV…

21
CASE STUDY:
JR FEEL GOOD
SESSIONS
There is nothing that
gets my heart beating
than artists creating
content or building their
own properties. JR is
doing both and if he
continues doing this he
may be onto something.
The other cool part of this is
that JR will be able to keep
his fans engaged with his
content. When the album
does eventually come he
may even perform it on his
own platform. Hows that
for controlling your own
narrative? Damn I could
go on about this topic. It is
really great to see our artists
owning their creative and
doing things on their own.

22
What I really love about this
idea is the legs it has to be a
solid property. Inviting other
rappers to come perform is
cool and all but having people
become a part of this is
something else. Imagine if
JR took this on the road?
Imagine if he gave upcoming
rappers the platform to
showcase his skills. Hip hop
does not need another TV lead
thinking idea? No. It needs an
experience curated by the fan.
Okay let me shut up. I am
giving away too much.

TREND 6: GOT MERCH?
Having a t-shirt with a simple logo is not enough. These
days urban culture in South Africa has found clever ways
of telling a story with design.
The big insight is that the youth want to rep their
heritage with merch. They want to make a statement that
is driven with purpose.

Originally written for Superbalist
by SkinnygenesTV
TREND #6
GOT MERCH??

24
There is no better way to build your brand as
an artist than through merchandise. This was
2016’s most slept on giant and 2017 promises
to see more Urban artists venturing into
releasing more of their own merchandise
and possibly in the same way that the likes
of AKA and Head Honcho did a few
years ago.

CASE STUDIES: HOW RAPPERS ARE USING
MERCHANDISE IN PARTNERSHIP WITH SUPERBALIST
AKA X HEAD HONCHO
The thing about these two brands is that they have always
had a good partnership with Head Honcho, supporting the
Supa Mega when he was on the come-up. Watch any AKA
music video from around four years ago and you’ll see him
wearing Head Honcho merch.
Now AKA is creating his own merch under the brand name
‘Supa Mega’ and in December last year he had a pop-up
experience in Gateway Durban. Your humble author was
one of the crazy stans waiting in line to cop some merch,
and can report how it was clean, long line and on-trend.
“We have been working with AKA for a while now where
clothing is concerned, and started with [the] highly
successful collab HHxAKA. AKA is a great guy to work
with. He has a clear vision of how his brand must be
portrayed and that makes the design process so much
smoother.” – Mzo Gcwabe, co-creative director of Head
Honcho.
How AKA got it right: Flooding social media to tease
his range, AKA then got his ride-or-die Bonang to
model a few pieces. He then created an environment
where you would want to cop the merch, and then
attend his shows. So smart.
25

28
CASSPER NYOVEST
We all know Cassper Nyovest as a smart businessman,
and with him venturing into merch it can only be big. So
far we’ve got some tweets and have heard that he’s
opening a store.
“There was a great demand nationwide for the merch and
it’s been hard to get the product to people. With the shop
we can have a space where we have all our clothes where
the diehard fans can purchase the product. We also want
to provide a platform for other Family Tree artists within
the store.” – Jude Oratile Mmolawa, Family Tree artist
manager.
How will Cassper get it right: He will motivate the youth to
chase their dreams by building an aspirational brand that
they want to align themselves with.
Last year Riky Rick dropped his Kotini Killers T-shirt
range with many people saying that Riky had copied the
Deathrow logo. After investigating this for myself my
findings were that Riky had not stolen the Deathrow logo,
but did something we call “appropriation”.

30
RIKY RICK
“There are two ways of looking at it. From a music point
of view – and then people will say Riky’s biting – but from
a fashion or streetwear point of view, it’s not. It’s called
logo subversion and it’s the cornerstone of street fashion.
Streetwear and street style were born out of the idea
that we use elements such as hoodies and T-shirts
to make statements.
Usually these messages took the form of subverting high-
end fashion labels’ logos by remixing them. This message
was usually a f*ck you to the brands on the runway, with
brands like Stüssy, Supreme, Crooks and Castles doing
things like subverting the Chanel double C logo and
Versace Medusa for years.
I think Riky’s pushing the same message just with major
hip hop labels. He’s trying to say, ‘just because we’re
African doesn’t mean we can’t be iconic’.” – Hayden
Manuel, sneakerhead and king of culture.
How Riky Rick got it right: He schooled us on the idea of
appropriation. Riky pushed the boundaries and will forever
push the boundaries as King Kotini. Ishhuuu.

KWESTA
Apart from having the biggest track in 2017 with Ngudu,
featuring on a couple of hit singles, and creating his own
record label, Kwesta has now added merch to his offering.
The news of Kwesta launching his own merch line broke
last year November 2016 and was named after his record
label: ‘Rap Lyf’.
Kwesta’s angle is to provide for the man in the street and
not just people who are into streetwear.
“We will be giving other people the platform to design
for this range. We are going to open it up to all sorts of
designers to come make it. I will be the model.” – Kwesta
via SlikourOnLife
How Kwesta got it right: By making clothing accessible
and giving young designers a chance to make a name for
themselves in the industry.
31

34
MA-E
Ma-E is the OG and a guy who often does not get enough
love in local hip hop. Hopefully that’s all about to stop,
because The Township Counsellor deserves our attention
and has been putting out quality music while focusing on
broadening his empire as a solo artist.
Ever since the Teargas members ventured out to focus
on their solo careers, Ma-E has been consistent with his
narrative of inspiring the kids in the township. The idea
behind his Ganda Ghanda range is that you reap what you
sow, which is smart and a great way to inspire the kids to
work harder.
How Ma-E got it right: SA youth love being inspired
to hustle. The motto behind Ma-E’s range makes it
hard to ignore.
Look out for the merch moves that our local rappers will
be making this year, because while making music is one
thing, creating a 360 experience is like the difference
between a being a rapper, or being an icon like Yeezy.

17
INDEPENDENCE AS
THE NEW CULTURE
CURRENCY
The biggest plight of Urban Culture
has been its misappropriation.
However, 2017 has been a year where
numerous artists have left their stables in
pursuit of greater control of how their work
and culture is shared and packaged.
This will continue to grow in the coming
second half of the year.
35

37
There is a new rise of websites
that are talking on behalf of
the culture. These websites
have become the go to place
to get content in culture.
Some of these websites are
teaching traditional media
companies on how to engage
with the youth.
BLOGS &
WEBSITES

CASE STUDY:
SLIKOURONLIFE
The most popular content type is our music
downloads and exclusive video interviews.
The website has their own properties that have
become bigger than traditional media channels.
38

THE
RETURN
OF ICONIC
X CULT
BRANDS

40
This has probably been
the biggest gem of
2017… Witnessing the
return of Fila, Ellesse
and Champion retro
brands to the fold.
In the same way they
made a silent exit from
the mainstream a few
years ago, they are
slowly making their
way back.
One can only
anticipate that these
brands will continue
to grow in appeal
as currency when
speaking to Millenials.

17
CASE STUDY:
FILA
Fila never died we simply did not know what
their story was and what box to put them in.
The one memory I have with Fila goes back to
my Primary school days. I remember the day
very clearly. It was civies day on a random
Friday and as kids we all tried to be the most
swagged out kid. The guys always tried to
get the girls with the brands they wore.
Forgive me this is what we did in Durban and
the mack game was very childish so clothes
always broke the ice.
Our parents wanted us to mirror their success
and each kid had to be swagged up. We
would be rocking S-curls, ama kless belts and
dripping with global brands. Damn I miss
those days.
41

17
Growing up as a kid we never really paid
attention to what a brand actually means. I
mean you really never knew what ‘Just Do
It’ actually meant. All these brands created
power with the associations they attached
themselves to. For Fila the association
compared to all the other brands was
very vague, different and never stood for
something that I can actually define.
You may read this and see it as a negative but
I believe that the brands that allow consumers
to define them stand the test of time. Add
that with a consistent Italian look and feel
with a retro feel Fila is consistent and still
looks like what it did a few years ago. Again
this is not a bad thing.
So fast forward to 2017. Fila is back. They are
active on social media. The influential and
cool people are wearing their brand. They
have a buzz but what is the buzz and what
are they getting right? I am not going to bore
you with pretending to know the answers
here. I will use my instincts and insights as
strategist which have worked in building the
brands I have worked on in my 9 year career
as a strategist. Remember my earlier point of
a brand that is hard to define? Yes thats Fila.
45

48
Fila is back but Fila never left. We as
consumers left. We have been exposed to so
many brands that we chose to wear so as to
define who we are.
But with the world becoming more
predictable I feel that people are feeling Fila
because it is making them stand out.
With that being said peep some of the silent
brand moves that Fila is making in building
their brand locally.

49
Marketing is a very strange
industry. Selling ideas is like
having a baby. You need to
wait for ideas to be made or
produced. This is all good
but sometimes you need to
give your brand to a select
few individuals and let them
do the push for you for the
brand to come.
This is the thing Fila is
doing, They have selected a
few influential individuals to
be aligned with the brand.
The other clever thing they
did here is identify people
who have an interesting
point of view. These are
people who have their inner
circles where a brand like
Fila can spread like wildfire.
LESSON 1:
EARLY ADOPTERS

50
The music industry is another interesting industry. You
need to be relevant to be top of mind. It’s one of the
most difficult things any artist can do.
Especially independent artists who have to go at it on
their own. Again Fila has managed to intercept this
tension and has aligned with relevant musicians who
are making a noise for themselves.
This is the thing Fila is
doing, They have selected a
few influential individuals to
be aligned with the brand.
The other clever thing they
did here is identify people
who have an interesting
point of view. These are
people who have their inner
circles where a brand like
Fila can spread like wildfire.
LESSON 2:
RELEVANCY

51
Another rapper who is
relevant is Kid X. He is
recreating his musical
identity and it makes sense
why Fila would partner with
someone like him.
He rarely endorses clothing
brands which gives him
some type of authenticity.
LESSON 2:
RELEVANCY

52
The S-curl generation has
grown up, become very
corporate and now look for
brands with more meaning.
However there is a new
generation known as The
Millennial generation who are
shattering consumer norms
as we know them. For this
generation a brand has to
have meaning and different
point of view.
I have a strong feeling that Fila is appealing to the 19941996
generation who never saw Fila when they were growing up.
They never really appreciated the brand for what its for.
They have been exposed to so many other lifestyle brand
and when Fila is starting to make it’s way back to SA they
are feeling it because it is new, authentic and has always
been around. So its like the youth are playing catch up and
trying to define Fila in their own terms.
LESSON 3:
FILA-MILY

54
A strong heritage or history also allows
people to buy your product or just
simply end up loving your brand. I am
not sure that the strong Italian heritage
is shining in how Fila is doing their stuff
locally but for those in the know Italy
stands for one thing. Quality.
Italian brands have always represented
quality. I remember back in the days
in Durban there were guys who were
called amaTalian. These were guys who
dressed well.
They were very confident. They took
care of their skin. They wore tapered
clothing never baggy. As I look at
the people who are feeling Fila I am
reminded of amaTalian and how they
used to be the outcasts but were
always clean and daper.
Most people would not be researching
how in 1911 a small town in Northern
Italy would give rise to a brand that
formed was brothers who were inspired
by their landscape.

55
Without knowing it Fila has managed to speak to women
in their photoshoots and the people that are wearing the
clothes. So from the onset Fila will be sure to appeal to a
market that is often ignored.
LESSON 5:
WOMEN FOCUS

CREDITS
Author: Ndu Donsa
Image Credit:
www.huckberry.com
http://goldensuni.co.za
http://gossipmillsa.com
www.hiphophub.co.za
Cedric Nzaka (@everydaypeoplestories)
Austin Malema (@aust_malema)
www.gq.co.za
Fila RSA (@fila_rsa)
Twiggy Moli (@twiggymoli)
http://www.bsharpentertainment.co.za
http://www.peoplemagazine.co.za
https://www.youtube.com/channel/UC8jPh_
LIjfAITpdVEFCwuvQ (Cashtime Life)
www.http://kdaniellesmedia.com
www.headhoncho.co.za
https://www.youtube.com/channel/
UCa8slsumWxCBchGhBGSdvWg (JR Afrika)
https://vuzu.dstv.com/show/vuzu-hustle
www.thefader.com
www.dnabrand.co.za
www.vaseline.co.za/
www.threadedman.co.za
Paul Ward (@iampaulward)
www.mercedes-benz.co.za

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