The Sheer Hip Hop record label in Johannesburg is focused on the development and promotion of local talent and this is evident with the release of the Zulu Mobb album. I spoke to Kabelo to find out more…

Why did Sheer decide to start a hip hop label?

We’ve been getting a lot of demo’s in the office and I got encouraged to look at bringing on board this whole new division. I was listening to hip-hop at high school and at tertiary, and have been influenced by this genre for ages. When I started in the industry I was working for an international record company and was also exposed to a whole lot of rap music.

Which international label was that?

It’s EMI Music. I was the marketing assistant there and got promoted to do the PR and marketing for overseas artists. I got a chance to work with the like of Les Nubian and a host of other artists. I remember Les Nubian cos the ladies were very great, down to earth, accommodative and selfless. This is a group I can say I still have a heart for. Les Nubian baby.

I had to bring [hip hop] with me here at Sheer Music [because it] has always been my first love and being here made me realise that I could do this and find a rap group that we could break and make it happen for them.

Which artists have you signed and what kind of agreements do you have in place with them?

The first group we’re releasing is Zulu Mobb, The second group that is coming out of our label is Hidden Force. Both agreements are licensing deals. Zulu Mobb is with Uthoht Enterprises (run by Spex) and Hidden Force is with Artefx Musiq.

How did you discover Zulu Mobb and Hidden Force?

I heard them perform at one of Soweto’s underground spot’s, Slaaghuis. Spex came thru this other day with their material and I was blown away. We took it from there. It’s been a while though, working on carving this thing for Zulu Mobb. Hidden Force has been around for sometime now. they have been performing artists for ages and word was out there that they were good. I had to take my time to trace exactly where these boys were from. I hooked up with the Artefx Musiq peeps and we’ve been rolling ever since.

Which formats will they be released in? (vinyl /cd?)

Both vinyl and cd’s. Vinyls are more for your hiphop club dj’s.

Where are you getting the cd’s and vinyl pressed?

We have a deal going on with Soulcandi Records. We’re going to take this stuff through to them and they will look at it from their side. They will be taking care of things from that angle, Vinyls. I think they press in Yugoslavia

Is SoulCandi local? How did that come about?

Soulcandi is a record bar based in Rosebank in Jozi. Sheer Music has been in partnership with Soulcandi as they are the biggest record shop in South Africa. They are giving House Africa a run for their money. There’s a lot of house compilations that are put out here by Sheer Music. Soulcandi’s part is to get all the labels from overseas and what Sheerhouse does is get it licensed, pressed, distributed and market/promote the album.

Where will these releases be available?

The albums will be available nationwide…

What kind of sales are you expecting?

I’d be cool if we can hook up 25000 copies. I am looking high though. Anything can happen. Even platinum.

Where are you based?

We are based in Sandton

Is Sheer interested in signing other hip hop acts? If so how can they submit their demos?

Our getting involved in the hip hop culture is merely the idea of us contributing in the rap business. We want to be out the developing and nurturing the creme de la creme of hiphop. We can’t be going out there releasing every single mrapper who wants to drop an album. It takes a while. Also it’s a factor of building a name for an act or artist. Initially we were supposed to have released Zulu Mobb in March. We had to go back to the drawing board wanting to find the right angles at tackling this whole thing. We know how albums are released. There’s more that goes with that. Work on getting their faces out there, their music and the brand. Their first single is bumped like crazy on radio nationwide. However,the people don’t know who Zulu Mobb is.

I haven’t heard the single yet. Exactly which stations are they playing this on?

If you in Cape Town, you should hear it on Metro or Bush Radio. if you in Jozi, YFM is doing justice on this single. The single is called Comfort Me. Huge track! Not that huge though, we’re known, people know the music, they haven’t seen the faces. we’re shooting the video and I think this is going to make some movement in terms of our sales.

Is all this exposure translating into sales? When a person listens to this song on the radio do they go out there and buy it? How do you track that? Do you have tracking in place?

The exposure should translate into sales in no time. I am of the idea that wherever my boys perform, we win ourselves 10 possible buyers of the Zulu Mobb album. The friends can go tell other friends about the album. In terms of tracking, we don’t have that at the moment.

In your view what are the best promotional tactics to entice consumers to purchase your products?

Can’t think of one now, however, even a little stupid thing that one puts as their marketing tool might work wonders. Just think of a branded pen, cap, e-card, sms, posters. One would think of hooking up a billboard on the N1 highway. Tell me, if a customer goes to Musica and already they know that they’re going to buy their Skwatta Kamp cd, and there’s a Zulu Mobb or Hidden Force poster displayed in a Musica store, don’t you think that the person might want to know who that Zulu Mobb or Hidden Force is? I think, well I know they will want to find out who the hell are those artist on the poster. I’ve stolen Skwatta’s number 1 fan. What I can assure you is my groups names are out there, people know and as said, we just need to put their faces to the music, and we’re set dawg.

So are you saying that you want to compete with groups like Skwatta Kamp?

It’s not competition; it’s just putting targets for yourself and wanting to reach them.

Who is your target market?

Everybody who is inspired by hip-hop.

Can you say with confidence that the albums you are releasing are better than anything this country has ever had? As a consumer I am sick of buying mediocre albums, I want something that is of the same standard or better than our crème of the crop, can you GUARANTEE that to me and the readers?

Definitely. Even more.

Thanks so much for talking to us, please don’t forget to keep us informed with what is happening, do you have any shoutouts?

Thanks for having this interview with me. Shoutouts to all people holding it down not despairing and making things happen for themselves. Keep the light on. Blessings to everyone. To those who want to break it, you are next in line.keep it’s real.love….

Zulu Mobb launch Sheer Hip Hop
http://www.tiscali.co.za/music/music_story.jsp?content=123125
Zulu Mobb – Corner Bullet n Knife – The Biography
http://www.africasgateway.com/article711.html
Zulu Mobb on Student Village
http://www.studentvillage.co.za/article/articleview/2548/1/13/
Sheer Music Introduces Sheer Hip Hop 
http://www.africasgateway.com/article705.html
Sheer Hip Hop Presents Zulu Mobb’s Corner Bullet ‘n Knife
http://www.africasgateway.com/article707.html

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