Back to the City (BTC) founder Osmic Menoe says he found the ideal international artist in Benny the Butcher
Back to the City (BTC) founder Osmic Menoe says he found American rapper Benny the Butcher the ideal international artist to perform at the 18th annual hip hop festival.
“He's an artist that caters to both the younger and older market that likes a certain kind of hip hop. He breaks that tether,” Menoe said. The Citizen.
BTC is an annual one-day hip hop festival held at Mary Fitzgerald Square in Newtown, Johannesburg since 2007.
It used to be held on Freedom Day every year, but since the COVID-19 pandemic, it has been moved to October, and this year it will be held on October 12th.
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Benny the Butcher Balance
Benny the Butcher is an American rapper whose style is considered authentic due to his focus on lyrics, something that is often said to be lacking in the music of modern rappers.
He began to gain attention around 2016 through his label Griselda, along with his cousins Conway the Machine and Westside Gunn, and has since solidified his place in mainstream hip-hop, working with artists such as Mary J. Blige and J. Cole.
“It wouldn't have made sense to book him three or four years ago. He would have been seen as an underground artist,” Menoe said.
talk The Citizen Last year, Menoye said the festival's international acts were aimed at an older audience.
“The older generation always says it's hard for them to get out of the house because they have kids and families. The traditional artists are the ones they grew up listening to, so international artists are for them,” Menoe said.
BTC has previously come under fire from young people who complain that the festival never books the hottest artists.
When Grammy Award-winner Chance the Rapper visited Japan in 2018, local hip-hop fans felt it was a missed opportunity to have a rap artist at the height of his power on the BTC stage.
International artists who have performed at the festival in recent years include Jeru the Damaja, Pharoah Monch, eMC and Keith Murray.
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Positive response
Menoe said anticipation was built about who the international guests would be through a “guess who's coming” contest, where participants made guesses.
“Fifty people got it right. I think everyone guessed what he expected,” he said.
Menoe said he has received an immediate, positive response from the local hip-hop community since announcing Benny the Butcher earlier this week.
“Since the announcement, we've had over three million impressions on social media. People are retweeting and sharing. Ticket sales have also skyrocketed,” the entrepreneur said.
“It's exhilarating to see our bet pay off.”
Also see: PHOTOS: Celebrities attending 50 years of Hip Hop celebrations at the SA Hip Hop Museum
Hip hop festival
Menoe said this year's festival will be bigger with a theme park set up in the park near the bus line.
“The rides that will be here are not for 4-year-olds. They are for people 18 and over and we are targeting the kids among adults. We want them to feel like they went to the Land Easter Show.”
This year's festival will feature 100 stalls selling merchandise, streetwear, records, art and accessories, as well as over 200 stalls serving a variety of food.
There will be a basketball court and a skate ramp for those who want to show off their skills. The venue will also have gaming stations for gamers. Graffiti artists can win big money in the graffiti battle and 10K challenge.
Organisers said this year marks 40 years of South African hip hop.
“This year is also special because we are celebrating 30 years of democracy as a country. Hip hop and poetry have played an important role in our historical struggles. We want to celebrate freedom.”
The lineup will feature over 50 artists, including rappers and DJs, including Nasty C, Maglera Doe Boy, Stogie T and Priddy Ugly.
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