South African hip-hop heavyweight Kwesta has opened up about why his recent album rollouts haven’t matched the impact of his earlier releases. Speaking on Podcast and Chill, co-host Sol Phenduka asked the rapper why his latest projects haven’t received the same level of promotion that once made his music impossible to ignore. Rather than avoiding the question, Kwesta gave a refreshingly honest answer.
The award-winning rapper credited his former business partner and music executive, Nota Baloyi for playing a major role in the success of his past campaigns. “I need Nota”, Kwesta admitted, explaining that Baloyi brought a level of strategy and marketing expertise that helped turn his music into cultural moments.
Kwesta reflected on their successful partnership, particularly during the rollout of DaKAR II, the landmark double album that cemented his place among South Africa’s hip-hop elite. He acknowledged that while he focuses on creating the music, Nota was the driving force behind the aggressive marketing and execution that ensured the projects reached the widest possible audience.
Although the pair eventually parted ways following well-documented differences in business direction, Kwesta’s comments showed a deep appreciation for the impact Baloyi had on his career.
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His remarks also highlighted an important lesson about the music industry: great music alone isn’t always enough. Behind every successful project is a strong team, strategic planning, and relentless promotion. He also mentions that he needs to let go of the mindset that he has that the music will do the talking for you and learn how this generation does things.
By publicly giving credit where he believes it’s due, Kwesta demonstrated a level of maturity that resonated with fans, proving that acknowledging someone’s contribution doesn’t erase the challenges of the past; it simply recognizes the role they played in building success.
