In the arts, Costa Titch has experienced what many Black people experience everyday when they go to a corporate culture that’s far from the culture in the township, their homes and family. Costa has walked in the South African hip hop culture as a white kid from Nelspruit, that until now has been dominated by black artists.
The one consistent behavioural trait about Costa Titch is the urge to learn, embrace and adapt. In a hip hop culture where most black artists (new wave and even our generation) were trying to unlearn our african native, township and family nuances, to be “real” rappers, Costa did the opposite. He genuinely learned tolerance and to see beyond race from a young age. In fact, he took it a step further by not limiting his capabilities in dance, music and friends based on an old South African or global narrative. He chose the non conventional friends for a white kid that are immersed in their culture of dance, rap, township.
‘Made In Africa’ is not a Costa Titch album, it’s a statement of true friendship. Costa was probably the only artist in his generation to see the value in everything his friends were innately and put it in song. Ironically, he took the first step to bring back vernacular rap for the new wave generation. He then incorporated the dance, look, as well as everything he saw, and learned from his peers and friends who peaked while dancing for a big rap artist. With all respect, the peak of success for artists/dancers has been Dotcom. He brought dancing to the front of the stage and who else would be dancing with him but his friends? Who else would be helping him with articulation of the vernacular on raps but his friends? Even the greatest rappers in English struggle doing it in their home language. Costa Titch has shed a light to a generation that is struggling to break the door in the mainstream.
This album is not an album from a white kid from Nelspruit; it's the voice of a movement from a new wave that’s trying hard to be heard. It’s come together in this album through a collective of young people who feel like it’s their win. Costa Titch’s success is for the content creators, the dancers, the new wave producers, promoters, and content creators at large.
If you think it’s a white boy misappropriating the culture, you’ve probably missed what’s happening with young people. These kids are creating the new Africa and the world will see us through their eyes. When Nelson Mandela and the country had an idealistic dream of a rainbow nation they never had Costa, Champurumakhenzo, Benny Chill, Khotso, Ike, Nelson, Phantom Steeze, 031 Choppa, Zeus Omega, Kai, Must B Dubz, Alpha, Tumi Tladi, and more playing a part in what will be a defining moment.
Side Note: My bones tell me the future of hip hop and dance is going to be in the next wave in SA.