by Phil Chard

In a surprising press conference called earlier today South African Entertainment stable Mabala Noise brought out 12 new acts who were all dressed in some snazzy Mabala Noise varsity jackets to announce that they had all signed to the label. The new additions to their roster include

Malabala'ss new artists are

Nasty C

Gigi LaMayne

Zakwe

Zola

Pro

Major League DJz

DJ Finzo

Letoya Makhene

Jay Spitter

Kay Sibiya

Khanyi Mbau

DJ Finzo

The news that the relatively unknown label managed to snag the most sought after artist in South African Hip Hop - Nasty C was a massive surprise. I managed to call Nasty C’s publicist Pierre Ball who had this to say on the signing.

“Mabala Noise is trying to do something very amazing with these artists...they're trying to create platforms where artists in South Africa [are given] a chance financially and support wise to allow these artists to become artists that can compete on an international level. Being one of the flagship artists on Mabala Noise Nasty C is very excited, we have people like Gigi LaMayne, legends like Zola and Major League DJz, we're very excited to see what's gonna happen in the future. “

Mabala Got The Juice

Nasty’s signing comes on the eve of his highly anticipated debut album and months after the highly speculated links between him and Jay Z’s Roc Nation. Granted he did spark those rumours with his tweet.

Got a call from Roc Nation recently to schedule a meeting 🙌🏽.. I owe it all to you! 🇿🇦 for believing in me. Thank you 🙏🏾

— Bad Hair (@Nasty_CSA) May 1, 2016

The Roc Nation meeting is still in the plans. I haven't met anyone from the label, I haven't signed any deal.

— Bad Hair (@Nasty_CSA) May 14, 2016

Gigi LaMayne who also signed to the label still has a management deal with Refiloe Ramagose’s Dreamteam South Africa imprint following her Jack Scouts win in 2014. After graduating from Wits, Gigi had also announced the formation of her own digital media agency - Hart Roc Entertainment, which she says is “aimed at eradicating youth unemployment in the arts sector “. How she will handle these 3 separate business arrangements is still unclear at the moment.

Zakwe who made his name under Sipho Sithole’s Native Rythms Label where he released his self titled debut album and 2015’s Impande now departs for the upstart label.

Pro and Zola who are both highly respected veterans in South African Hip Hop are clearly intent on releasing new music. The legends will. Also be joined by socialite cum presenter cum general Queen of Slayage Khanyi Mbau. But can she rap tho? My only introduction to her Hip Hop offerings was her verse on the Shabang Remix.

The most intriguing thing about all these signings is the question of how incredible the value proposition that Mabala is presenting to these artists. Nasty C was the bell of the ball and could pick and choose his destination. Major League DJz and Riky Rick (yeah don't forget they signed him too last month) were both successful independent artists. The Banele twins are also successful event promoters in their own right. Though new to the Hip Hop arena, Khanyi Mbau is a powerful brand on her own that should be able sell a few tickets on that alone and Zola has been very outspoken about his disdain for the industry and the role labels play in them.

All these artists join a roster that includes Ms Jones, Lvovo, DJ Chynaman and Du Boiz..

What Is A Mabala Noise?

So who is running Mabala Noise and how have they been able to progress from general obscurity to forming one of Africa's formidable labels in just a few months?

Well the company Mabala Noise (Emabalabala) is co-owned by Bongani Dlamini -Ngcobo more affectionately as DJ Bongz (who has the best dance ever) and Reginald Nkabinde. Mr Nkabinde is a flamboyant businessman, politician and philanthropist who has been known to throw a killer party or two. His 31st birthday party lasted three days. Mr Nkabinde is also a director at Urban Dynamics -a Joburg based construction and housing development firm. In 2015 Mr. Nkabinde was also appointed as the Treasurer General of The ANC’s Youth League.

Yes, this one is different. It IS better than suchnsuch. Plenty of sit downs were had. Da papers shoulda been made outta candy if u ask me

— Bad Hair (@Nasty_CSA) July 21, 2016

To whoever even cares. Yes I'm EXTREMELY happy with the deal. Back to work it is. ✌🏽️😊

— Bad Hair (@Nasty_CSA) July 21, 2016

Aside from acting as a label Mabala Noise is also an events promoter, they were behind the recent concert at the Durban July that brought Chris Brown, Eve and Tinashe to South Africa. They have also organised events such as the Donalds Dam Picnic Explosion.

It is very clear that Mabala has a vision and and an expense budget impressive enough to convince all these artists to sign up en masse. Whether or not they will be able to fulfill their promises or achieve their lofty goals is yet to be seen.

We live in very interesting times and I for one can't wait to see how this all unfolds