Ifani explains how he sold 20 000 albums

In fact 2014 was the dubbed “the year of local hip-hop” when rappers such as Cassper Nyovest (Refiloe Phoolo), K.O, (Ntokozo Mdluli) and AKA (Kiernan Forbes) dominated most of the music award ceremonies. But like all musicians in the digital era, rappers are struggling to sell hard copies of their albums. So, when Nyovest’s Tsholofelo and K.O.’s Skhanda Republic reached gold status (selling more than 20 000 copies) in just a few months, the local hip-hop fraternity rejoiced.

When Ifani’s second album, I Believes In Me (2nd Quadrant), reached gold – on the first day of release – it raised questions, many of which were asked by fellow rapper AKA on Twitter. He accused Ifani of getting alcohol brand Redd’s to buy 20 000 copies of his album and then lying about how his album achieved gold status.

“I don’t know AKA personally,” said Ifani. “But as a fellow rapper, I was hurt and disappointed at how he went about this whole thing. If he had a problem with me and how I sold my album, why didn’t he come to me about it? Why go on Twitter and attack a brand that I have such a good relationship with?”

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We support local talent & we are proud of @iFani_Haymani. The brand did not have any involvement in buying copies of the album.

— Redd's SA (@ReddsSA) May 12, 2015

Ifani had previously worked with Redd’s on a campaign and insists the beverage maker did not purchase 20 000 copies of his album. “People bought my album because I campaigned for them to buy it. While other rappers were busy eating prawns and having a good time, I was out promoting my album. I took a break from gigs and concentrated on selling my album.”

Ifani stressed his album did not go gold in one day, but that it went gold on the day of its release. The album had been available for pre-orders since the beginning of the year. Ifani said the deal he made was with music retailer Musica.

Asked whether there was any bad blood between him and AKA following the Twitter rant, Ifani said, “No. I don’t know why he did what he did, but I’m not going to focus on it”.