CloseClose
In a recent interview with YFM, South African rapper Priddy Ugly reflected on his win at the South African Music Awards (SAMAs) last year, where he secured the award for Best Hip Hop Album. The rapper, known for his lyrical depth and longevity in the music industry, shared his thoughts on the significance of the win and the broader issues facing the music landscape today.
“I think winning the SAMA was like a pat on the back for my fans and anyone who’s ever been a Priddy Ugly supporter,” he said, acknowledging the role his fan base has played throughout his career. The award, he explained, was more than just a personal victory but was also a validation for those who had consistently supported him over the years.
Priddy Ugly also took the opportunity to critique the current state of the music industry, which he described as being overly focused on surface-level metrics. “We live in an industry that’s so superficial now where it’s like we don’t judge music on merits,” he said. “Now it’s like about how much is it streaming, how long has it stayed number one for, how long was it in the top 10 for. We’re not really speaking about like the actual substance of the music.”
He continued by discussing the conversations his fans often found themselves in when defending his work. “I feel like my fans were getting caught in conversations and arguments about—like they’d advocate for me—and people would be like, ‘Yeah, but he doesn’t have this award, he doesn’t have that, he doesn’t have the plaques.'” Priddy Ugly noted that these discussions were often centered around accolades rather than artistic quality.
With the SAMA win now under his belt, the artist expressed a sense of relief and a shift in focus. “But now we got the plaques, now we have the awards,” he stated. “So now when we have that, you can remove that thing and now speak about the actual music.” His comments suggest a desire to steer the narrative away from industry validation and toward a deeper appreciation of musical content.
Priddy Ugly also reflected on the emotional and symbolic weight of the award, calling it a testament to perseverance. “It also was a testimony to resilience, man—just like never giving up on yourself,” he said.
Concluding the interview, the rapper highlighted the length and dedication involved in his journey. “For me, it’s been like almost a 20-year-old journey,” he remarked, referencing the long road he has traveled to reach this point in his career.
Priddy Ugly’s remarks shed light on the challenges artists face in an era where numbers often overshadow artistry. His SAMA win appears to represent not only a career milestone but also a moment of vindication for a body of work built over two decades.
