Navigating the challenging waters of the art world can be an overwhelming experience for newcomers.
But for those aspiring to make their mark, invaluable advice can occasionally come from those who have weathered the storm.
South African hip hop stalwart Cassper Nyovest recognises this struggle and recently turned to social media, delivering a crucial message to up-and-coming artists on the importance of effective marketing strategies.
In a candid video shared with his followers, Nyovest invited aspiring musicians into his world of experience, encouraging them to persevere and wield the power of marketing.
“To all the up-and-coming artists, here’s some game. Can’t wait to meet you at the top,” he mentioned in the caption.
Reflecting on his own successful career, he emphasised that marketing played a fundamental role in his achievements.
“Just a little lesson for all the up-and-coming artists out there who always wonder how they can always get their breakthrough. One of the things that I’ve been good at throughout my career is marketing,” Nyovest advised.
His fresh single, “Kusho Bani”, will employ the same strategies he used for his 2020 hit, “Good For That”, which incorporated incentives for listeners to engage with his music on platforms like TikTok.
Nyovest’s insights extended to the importance of self-promotion, regardless of one's stature in the industry.
“It doesn’t matter how big or small you are. Never be too cool to push and market your own records. It's your song,” he asserted.
His message was clear: “People need you, they just don’t know it yet. Find your people. Everybody’s got fans.”
In a climate where artists often face scrutiny, Nyovest remains undeterred in the face of recent allegations about a perceived decline in his career.
In response to claims of “falling off,” he displayed unyielding confidence, recounting the past eleven years of such criticisms.
“I’ve been reading about Cassper Nyovest falling off for the past 11 years. Kante, how high was he,” he asked his critics.
He added: “Why didn’t he quit 11 years ago when they said they were giving him six months and he would be gone? haha yoh!! Such resilience!!!”
Acknowledging the roller-coaster nature of fame, Nyovest declares that not being the “coolest” artist is an inevitable part of the journey, but he aims to maintain his influence and financial stability.
“I understand not being the coolest or the hottest, that’s inevitable, but falling off as far as influence, reach, money and people not taking your calls cause you’re a burden. May I never see that day oh Lord,” he shared.