Every decade, you will encounter a saint who selflessly dedicates their life to serving others. The saint in question exchanges a cassock for Converse Chuck Taylors and embarks on their mission through music. His zucchetto will be blonde braids, and his scripture is easily identifiable since it is in ALL CAPS. Our cultural story is empty without the sacrifices of martyrs like him. South African hip-hop is blessed to gain from the devoutness of hip-hop artist NOTBENJAMIN.
In 2022, NOTBENJAMIN founded the culture-shifting $TREETFE$T, a South African hip-hop event hosted in the heart of Johannesburg. Unquestionably, $TREETFE$T became a homestead for local hip-hop in a short space of time, inspiring artists to connect and create. Ahead of STREETFEST IX on 3 June, headlined by rapper Nasty C, we spoke to NOTBENJAMIN about community building. In addition to growing the culture for others, he is gearing up to refocus and nurture his art.
NOTBENJAMIN is a surprisingly off-centre stage name, even for an artist. How did you decide that it was perfect for your style and brand?
I WAS NEVER SURE IF IT WAS PERFECT. I GUESS THAT IS THE IDEA BEHIND NOTBENJAMIN: IMPERFECTION AND HOW IT CREATES ROOM FOR GROWTH. NOTBENJAMIN IS MY OWN PERSONAL PHILOSOPHY AND WAY OF LIFE. IT HELPS ME FOCUS ON WHAT’S IMPORTANT: CONTINUOUSLY GROWING, CONSISTENTLY WORKING, AND USING MY TALENTS TO SELFLESSLY HELP/SERVE OTHERS.
I AM ALSO STARTING MY NEW CHAPTER AS “BENJAMIN.” THIS FRIDAY, I’LL RELEASE THE PRE-ORDER TO MY DEBUT RECORDING ALBUM, “CONVERSATIONS WITH MYSELF. ” ON THIS ALBUM, I NOW GIVE MY OWN PERSPECTIVE OVER MY OWN BEATS. I HAVE NOW REALIZED I NEED TO BE SELFISH WITH MY CRAFT AT TIMES TOO.
NOW ONE CAN THINK OF IT AS YIN & YANG. NOTBENJAMIN BEING MY RECORD PRODUCER/DJ SIDE, AND BENJAMIN BEING MY RECORDING ARTIST/HUMAN SIDE.
You’ve come a long way since your 2018 beat tape, Celestial Blues. Do you think hip-hop should evolve away from or towards those types of releases?
I THINK ARTISTS/PRODUCERS SHOULD RELEASE WHATEVER THEY LIKE. MY INTENTION BEHIND THAT PROJECT WAS TO DISPLAY MY ABILITY TO PRODUCE QUALITY MUSIC AND CREATE A SONIC LANDSCAPE. ALSO, I DIDN’T REALLY KNOW MANY RAPPERS THEN AND WOULD GET NO RESPONSE WHEN REACHING OUT TO SEND BEATS. SO, I HAD TO MAKE A PROJECT WHICH DISPLAYS MY TALENTS TO GET A FOOT IN THE GAME. IT WORKED.
During your Cnr Juta & De Beer podcast interview, you spoke about bartering with our creative talents. What do you think is the best way for a new creative to navigate the bartering economy?
FIRST, BECOME GOOD AT YOUR CRAFT BY CONSISTENT REPETITION. THEN, KNOW YOUR VALUE AND EXCHANGE IT WITH OTHER CREATIVES FOR MUTUAL BENEFIT. IF YOU CONTINUOUSLY DO THIS, YOU SHOULD END UP WITH A COMMUNITY OF CREATIVES.
What is StreetFest, and who do you think will get the most out of the festival experience?
$TREETFE$T IS AN URBAN YOUTH CULTURAL EVENT. IT FOCUSES ON EXPANDING THE HIP HOP MUSIC NETWORK BY CONSISTENTLY PROVIDING A PROMINENT PLATFORM FOR ARTISTS/PERFORMERS TO EXHIBIT AND PERFORM THEIR MUSIC IN FRONT OF THEIR TARGET AUDIENCE. IT IS THE PERFECT PLACE FOR UPCOMING ARTISTS TO NETWORK AND FOR FANS TO SEE THEIR FAVORITE SA HIP-HOP ARTISTS.
South Africa has too few resident spaces for hip-hop to grow locally. Do you think that filling that gap could be part of StreetFest’s legacy?
YES, I THINK WE ALREADY PRETTY CLOSE. THAT IS WHY I’LL ALSO BE FOCUSING ON HOSTING UNDERGRØUND EVERY MONTH THIS YEAR. I THINK THE UNDERGROUND MARKET IS EQUALLY AS (IF NOT MORE) IMPORTANT THAN THE MAINSTREAM STREETFEST MARKET.
As the festival organizer who is also an artist, who are your dream headliners?
IT WOULD BE PRETTY COOL TO HOST SHEK WES OR PLAYBOI CARTI.
StreetFest celebrates its 9th instalment on Saturday, June 3. What do you want the major takeaway to be for the festival attendees?
I HOPE PEOPLE LEAVE THE VENUE INSPIRED AND FULFILLED. WE HAVEN’T HAD A GOOD HIP-HOP SHOW IN A WHILE. SO, I’M JUST GLAD I CAN PROVIDE THE PLATFORM FOR THE AUDIENCE TO HAVE A GOOD TIME.
STREETFEST IX takes place on Saturday, 3 June, at The AGOG. Lastly, click here for tickets and follow NOTBENJAMIN for more on his creative adventures.
