Rappers In Business: @SmegaForever Closes A Corporate Deal With 99c

“I wasn’t born hustlers, I was birthin’ ‘em” - Jay Z

Among emceeing, djing, graffiti arts, and breakdancing, there’s another element of hip hop that we may have deserted over the years: Entrepreneurship, the forgotten element of hip hop. Studying hip hop from a cultural point of view, you realise from back in the day, rappers or musicians in their entirety have always had some form of independent spirit and business spirit, from selling/distributing CDs from the trunk of a car, to branding and marketing themselves to the people.

Not much has changed, while others are sitting, hoping to break into the mainstream and make a “killing” until their next hit, some are breaking barriers and seizing every opportunity they get to expand themselves and those around them. We are inspired by those. Lebogang Mothibe, Shugasmakx, is one entrepreneur to look at. From being one of the founders of Skwatta Kamp, Buttabing Entertainment, and Ventilation Productions, he is now the brain behind Marketing & Entertainment Communication Agency (MECA) which specialises in executing strategies that creatively engage main market, boasts an impressive repertoire of events under its belt, including the Kasi Food & Drink Festival and Soweto Massive. It also hosted nationwide events and activations for the likes of the SABC, MTN and Hunter’s Cider, among others. MECA has now expanded by joining forces with another agency “99c,” together they join insights, context, and natural resources with an aim to identify opportunities to offer a fresh perspective and value to client portfolios. What’s that you say about securing the bag? This is a win for Shugasmakx and for hip hop.