Emtee is pushing South African trap to the outside world

In 2014, before he became a South African hip-hop superstar, the rapper, singer, and producer, Emtee released an independent EP titled DIY. The eight-track project featured “Roll Up,” which would become his breakout single the following year when he got signed to independent South African label, Ambitiouz Entertainment.

Sonically, “Roll Up” resembled “We Dem Boyz” by Wiz Khalifa, and Emtee used the same flow O.T Genasis used on “CoCo.” He, however, brought it home by using mostly South African indigenous languages, like IsiZulu. Apart from the song being catchy, using local vernacular was one of the main reasons the song caught on fire. That approach, which Emtee calls ATM (African trap music),…

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