19 Feb 2020

From rap culture to the sophisticated lifestyle of hip-hop,  rapper  Mmoloki Kepaletswe, who goes by the rap moniker Everysin, hopes to catapult his musical dream in the country.

In an interview, the upcoming rapper and self-styled producer, said he was an all-round artist whose knowledge and passion for music has sustained his dream in the music industry despite being faced with numerous challenges.

Everysin said influences spanning his musical career were predominantly Western as he styled his music after his hip-hop heroes in order to make relevant music.

He said his music addressed the daily challenges that he had gone through, noting that he was currently producing a nine track mix-tape titled One man, different characters, which was self-produced through his own hip-hop stable known as Overnight Music.

His last project was titled Nights in Velvet White and featured an offering called Cleopatra which was his most popular track.

He however said the music industry today was marred by sales challenges where no artist no matter how big could release a full album anymore.

“These days you only release singles and share the files on whatsapp, no album sells and we have to compensate that by booking shows,” he said.

The young rapper also said he was a certified freestyle battle rapper who could face any other freestyle emcee, adding that his love for rap was an image he had honed in and build his music image around.

Everysin also said his biggest dream was to produce music for listeners that transcends beyond just the praise and high life of rap into something his audience could identify with.

Meanwhile, the rap artist said his journey into music had not been a successful one as he had gone through numerous setbacks.

He said he and his recording partner faced living in squalor back in 2016 when they were forced out of their rented house after failing to pay rent in the process losing recording equipment that they had managed to acquire.

He however noted that it was because of their conviction in music that they were able to overcome those challenges and go back into music production again.

Moreover, Everysin acknowledged that while self-branding was a big part of the hip-hop culture, he was not able to achieve that objective yet since much of his production and branding was self-sponsored.

 

According to him, much of the corporate world and big marketing opportunities were not available to artists and they lost out on endorsements which was a big part of why the media entertainment industry in the country remained starved. ENDS