Alvhin Adendorff
The launch of Soil, Priddy Ugly’s new album, resulted in the rapper trending on social media. The release was highly anticipated, but the frenzy of activity seemed to have more to do with lyrics aimed against his fellow South African rappers.
On the track Handful of Dust, the Kempton Park based emcee appears to call out A-Reece, Cassper Nyovest, and Nasty C.
The lyrical jabs make sense in the context of the song which falls into the “I am the best rapper” category. Taking fellow rappers to task is a staple in the genre and a sure-fire way to generate controversy and interest around a new release.
However, the hype around the verbal barbs misses the most important point. Priddy Ugly dropped the kind of project South African hip hop fans have not heard in a long time; a cohesive, lyrically rich, bona fide rap album.
It feels as though the lockdown environment influenced the creative process because there are no club bangers or turn up anthems to be found.
The energy level of the beats and vocal delivery are toned down and focused, with the album having an almost melancholy feel. There are only two trap type beats on the ten-track project and even those present in a wavy laid-back style.
The effect of this muted sonic canvas is to draw attention to the lyrical content, and in this area Priddy Ugly takes the opportunity to shine.
His delivery is bold and clear, and the choice of topics expansive. By touching on a wide range of subjects like love, politics, religion and race, he gives the impression of an intelligent matured artist who has lived life and drawn on all his experiences to present a complete work of art.
The album is accompanied by two music videos, the pick of which is for the title track, Soil. The video concept is simple but effective and depicts Priddy Ugly getting his hair braided by his mother at various outdoor locations around South Africa.
The video plays as a love letter to the country matched by lyrics that dip into vernacular and slang with effortless style.
The matured ease of the music right across the album is probably its most important feature especially when viewed in the context of Priddy Ugly’s peers. For some time now South African hip hop has seemed trapped in a perpetually juvenile state.
Soil presents as an unapologetically grown-up project and pays its audience the highest compliment of not underestimating them.
While a few lines thrown at rappers are always fun to hear, in the big picture this entire album and the clear intention behind it is the shot that needed to be fired at South African rap as a whole. As fans of quality rap music, we can only hope for a worthy response.
Image source: Mgosi
Image source: YouTube
