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 HYPE: Are we doing enough as a hip hop society to address and fight against social ills and imbalances?
PRO: No we're not. Whoever may raise it as
a concern doesn't put it out properly. It always comes across as a
money making scheme. It's more publicized than actioned. Why do you
need journalists and cameras there? We have our own movement in the
hood called The Cabinet Cares made up of different societies in the
hood and all types of people who are concerned. We gather around and
get convoyed, visiting places and dropping off food and clothing as
well as taking kids out for lunch. There's no point where we invite
media. We just do our thing for the well being of the people in our
hood. If you do a campaign, I think primarily what takes precedence
is that you make sure you deliver the message yourself and not have
someone do it on your behalf. If you wanna help a child - go do it.
Causes often get compromised when you're doing it for the wrong
reason. Do it purely from the heart.
HYPE: What is the role of hip hop in society in your opinion?
PRO: Hip hop must first define itself before
it claims it has a role in society. Engage in way that the people
you're interacting with will understand and accommodate you. It's
a question of what's real and what's fake. If we can sort it out
then we can take it to the people.
HYPE: What’s the promotional and marketing strategy with the new album Snakes And Ladders?
PRO:
Currently there's a lot on the table.
There's so much. SABC is game to do stuff with us. There's a
definite platform to push product. It's a matter of sitting down
and drafting everything properly. Calendar management is important to
make sure gigs don't clash.
HYPE: You said you've already sold out
at many retails around the country and have done over 8 000 copies.
How hard has it been maintaining consistency over the years? Why do
you think people are so honest and loyal to your brand?
PRO: The forefront and forums that started
in hip hop back in the days of Black Noise, Bionic and Blaze were the
workshop days. We come from that era of creating awareness. It bares
so many memories. Again, it goes back to my point of striking a
balance between perception and reality. We're trying to tell the
market that we can do what we've set out to achieve. We're
concerned about everyday life and what lives people live. We're
showing them that we're here. We don't wanna stand as rappers
and people think that's all we do. We try and up our profiles and
affiliate with proud people in the industry. We want them to see that
we make sense to all audiences. At the moment rappers are seeing as
people with big mouths. We can make a difference and make a living
too, but at the same time we won't compromise anything. It's as
real as it gets.
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