African rap luminary, Priddy Ugly, builds anticipation for his third and ultimate album, ‘DUST,” set to release on January 26, 2024. The celebration of Hip Hop intensifies with the debut of the official music video for ‘NTJA’KA,’ hailed as the Hip Hop anthem of 2023. Shortly following after that he released a new single ‘NO PLANS‘ to feature on his album along with a visualizer starring his love, Bontle Modiselle.
Directed by The Children Of Midas, the ‘NTJA’KA‘ music video premiered on MTV Base earlier last week, drawing acclaim from Mashbeatz, featured in the song, and fellow hip hop stars (the dawgs). The music video seamlessly blends gritty visuals with raw energy, the cinematography captures the track’s essence, enhancing the urban narrative. The collaboration among the artists creates a dynamic synergy translating well on screen. The enthralling concept includes special cameos from the honds, Shooter Khumz, Herc Cut The Lights, Wordz, and Barbron Clint. Along with Maglera Doe Boy delivering exceptional verse runs on the single. Overall, “NTJA’KA” delivers a visually compelling and synchronised portrayal of the artists’ collective talent.
Approaching the ‘DUST” release date, Priddy Ugly positively reflects on this final venture:
As ‘DUST’ marks Priddy Ugly’s final sign-off after 15 years in the game, he leaves no stone unturned, uplifting the treasure that is South African Hip Hop. His lyricism reverberates across hip hop culture, bringing a sense of sacredness to the final album and an ode to the old, inviting the next chapter.
Reflecting on his earliest projects such as ‘The Ugly Truth’, It introduced listeners to his lyrical prowess and gave a glimpse of his potential as an artist. Following after that was ‘You Don’t Know Me Yet‘; the mixtape likely contributed to his early recognition in the music industry. It featured a mix of tracks that displayed Priddy Ugly’s versatility and blending various elements of hip-hop. Richardo’s colourful discography has provided listeners with a deeper look into his artistry, covering themes such as personal experiences, aspirations, and reflections on life and solidifying him as one of South Africa’s Hip Hop leaders.
It sounds like Priddy Ugly is actively promoting his upcoming album “DUST” with a thoughtful rollout through releasing singles and visuals ahead of the full album to build anticipation and give fans a taste of what to expect. Don’t miss out on this monumental tribute to South African Hip Hop. ‘DUST‘ serves as a conclusion to his trilogy of projects over the last few years: SOIL – MUD – DUST. Pre-save the album to be part of this transformative musical journey.
Stream “No Plans” Visualizer by Priddy Ugly below:
