by Phil Chard

iFani is an enigma in several ways. Aside from his eccentric ways, and unique musical stylings, the manner in which he has handled his own label disputes has been intriguing to say the least. After the high of signing with Sony in 2012 things turned sour in 2014 when the rapper took to twitter to vent about his frustration with the deal. Then in 2015 things seemed to be resolved as he prepared for the release of his gold selling (controversially) album I believes in me [2nd Quadrant]. Then mysteriously after the release of four singles and one video for the project all promotional efforts surrounding the album that went gold in a day just stopped. After a 9 month hiatus, iFani returned to release Stay featuring Chad. The video for this song was also released via a brand new VEVO channel on YouTube. All previous videos for iFani since he signed were released via his Disguiz VEVO channel or Sony Music Africa’s channel, while Stay and it's Mother’s Day follow up single uMama were released on a channel bearing Fani’s name.

Stay was announced to be the first single off iFani’s upcoming album meant to represent the 3rd Quadrant in his musical journey. The announcement of his growth also coincided with a brand new image for the rapper. He had traded in the eccentric outfits and bed slippers for bespoke suits, velvet loafers and haircut.

Late last month it seems whatever rifts that has resurfaced n the iFani - Sony situation had once again been resolved when he released this statement;

"I remember how happy I was when I got signed. I remember how sad I was after I blew up. I was a lost child, kodwa. I'm glad I changed. I was mad trying to get them to change so I could be happy, Little did I know that it's me who had to change before my world could change. I've learnt that blame only destroys the person blaming. Not the blamed. Until that person decides to change and embrace life. Forgiving yourself is the first step towards happiness. Then forgive others. Then learn that nobody can make you happy except you. I've learnt a lot in the past year. A lot about myself, about success, about happiness. I apologise for the person I was. Sincerely,"

Now after announcing his upcoming third album , it seems iFani and Sony have once again rekindled their erratic relationship with the release of February -a song that appeared on iFani’s last album that is somehow being released after he already began releasing music for his upcoming album. Despite releasing Turn It Up, Jonga Ixesha, Ayadelela and Ibhadi before the release of February , only one video for the songs on his second album has been released (Ayadelela).

All this does raise a lot of questions about the direction of iFani’s career and his relationship with the label. I had requested an interview few months ago but did not receive a response nor did iFani respond to my queries on twitter regarding the situation between him, Sony and his own imprint Disguiz.

Considering the incredible amount of momentum iFani had back in 2014 around the time of his singing that culminated in his Best Rap Album win at the 2014 SAMAs his career seems to have stagnated while South African Hip Hop has gone from not even having their award televised at the SAMAs to dominating award ceremonies.

@iFani_Haymani