Hip, hop the reds are coming

A crew of Nelson Mandela Bay’s own talented, conscious hip-hop artists will perform at the massive re-launch of local independent music label, True Sight Music, this weekend.

The event, Revenge of the Red, will feature locals artists that have garnered critical acclaim on the hip hop national stage, but the event promises more than that, say organisers.

“It’s sometimes hard to believe that there is something happening in PE, particularly on the hip hop scene – Port Elizabeth is considered to be a bit of a Sleeping Beauty,” said Schaik Hewitt, co-founder of True Sight Music. “But we are out to prove that we have a thriving scene here with some undeniable talent. We also want to introduce our conscious hip hop to a wider audience in our city.”

This is the reason the name of the event has no direct relation to hip hop, he explained. The organisers wanted the event to appeal to anyone who is interested in music, not necessarily just hip hop.

“This event will be a unique opportunity to showcase a variety of talent and feature bits of what hip hop is all about to an audience of people who love the genre and to those who don't know much about it but want to find out more.”

The line-up is impressive. B-Boys crew Execution Style who will dance hip hop style, live graffiti art showcase by Bake (Black Concepts) who graffiti-ed the sail chairs on the Donkin Reserve as part of the public art campaign, Port Elizabeth DJ heavyweights Kenichi, Sykotiq, Kamma and Dave and six of “Numb City’s” finest MCs showcasing the art of rhyme cypher style.  Numb City is the slang name for Nelson Mandela Bay on the hip-hop and youth scene.

True Sight Music artists Jbux, Schaik, Hishaam, Epic and O'Nerve will also rock the mic. Finishing off the evening are local dub step phenomenon Guns ‘n Lazers.

The marketing of the event has made waves on the national scene, with UCT Radio picking up on the promotion video and promoting the event. The True Sight Music crew went as far as making a video map of how to get to Detroit Motor Spirit, a new venue in the city. They have also launched a citywide guerrilla marketing campaign.

“We want to show that we are 100% committed not only to our music, but to the whole music industry where you have to embrace innovative marketing strategies to stay top of mind. Besides, our hip-hop scene here is underground, so we to use underground marketing tactics to persuade our market and anyone who is intrigued by imaginative strategies, “ said Hewitt. “We want you!”

This week look out for massive “robots” at traffic lights around the city, handing out flyers and wheat paste posters of massive robots across the city.

Revenge of the Red happens on Friday July 29 at Detroit Motor Spirit on the corner of Albany Road and Govan Mbeki Avenue from 8pm. Presold tickets can be bought for R30 at Black Concepts (Parliament Street), Re-volve Store (Worraker Street, Newton Park), and 91 Beetlestone Road (Gelvandale).

The event is hosted by True Sight Music in association with Black Concepts, the n_mb city project and GnL. 
“If you are interested in hip hop, rock, rap, reggae, dub step, soul, funk, folk, pop – anything that gets you grooving and thinking, Revenge of the Red, is the event that will flip your view of the place you live in and open your mind to what’s happening on your doorstep. Challenge yourself and the Numb City scene by broadening horizons, engaging with the variety of youth in Nelson Mandela Bay – and help us un-numb our city,” added Hewitt.

True Sight Music has been operating since 2007 and is established on deep spiritual foundations, diversity, flexibility and development of talent.

Watch the promotional video here.