A-Reece Responds to Emtee’s Comments on Why He Didn’t Promote “Business As Usual”

South African rappers Emtee and A-Reece recently engaged in a brief exchange on social media after comments made during a live session by Emtee caught the attention of fans and A-Reece himself. The interaction, which revolved around the topic of promoting each other’s music, has since sparked discussion within the hip-hop community.

During a livestream on social media, Emtee addressed questions from viewers regarding his absence in promoting A-Reece’s latest EP Business As Usual. In response, Emtee said, “The slimes are mad at me for not posting A-Reece album. Who posts my sh*t? This sh*t is a competitive sport.” His comments, which were made in a casual tone during the live video, referred to the nature of music promotion in a competitive industry.

Shortly after the clip of Emtee’s live began circulating online, A-Reece responded via his Instagram Stories. He reposted the clip of Emtee’s comments and added a message of his own, writing: “I ain’t posting nobody’s sh*t no more. The GOAT says this is a competitive sport. Nig*a @emteethehustla is that why you didn’t come to my birthday celebration? U foul for that twin.” The post included a direct tag to Emtee’s Instagram handle, referencing both the music promotion conversation and Emtee’s absence from a recent personal event.

Both artists are well-known figures in the South African hip-hop scene, with long-standing fan bases and histories of collaboration within the broader music industry. While neither artist made further public statements following the initial interaction, the posts drew widespread attention from fans.

The exchange highlighted the ongoing conversation around mutual support and promotion among artists, especially on social media platforms. As music increasingly relies on digital visibility and online engagement, artists often use their platforms to boost each other’s work. Emtee’s comment suggesting the competitive nature of the industry pointed to the nuanced dynamics behind such decisions.

A-Reece’s response also included a personal note regarding Emtee’s absence from his birthday celebration, though he did not elaborate further. The remark added context to their relationship beyond professional circles, showing how personal and industry matters can sometimes overlap in public spaces.

This moment between Emtee and A-Reece reflects the complexities of artist relations in today’s digital age where conversations once held privately now often play out in front of online audiences. As fans continue to engage with both artists’ music, the focus remains on the individual paths each is carving within South African hip-hop.