Brothers, Avi G and Priv Roc are using hip-hop to build their GovenderZEmpire.
Durban-born and Johannesburg-raised, the GovenderZEmpire duo began their production work in 2007 and invested years in honing their craft with a commitment that was inspired by their parents’ work ethic.
The music producers hail from a grounded, supportive family but, like everyone else, they have had their own personal challenges in discovering who they want to be in the world, and now these hip-hop producers, writers and sound engineers are dropping their first track titled Honest.
The history of hip-hop depicts much of a musical identity struggle and Avi G and Priv Roc tap into that and go beyond conventional stereotypes in South Africa.
GovenderZEmpire’s mission and message is about a unity of purpose.
“We acknowledge the root of traditional hip-hop and respect its history, but we feel that an essential aspect that’s overlooked is purpose,” the pair noted in a public statement.
“Of course, hip-hop is entertaining, which is why we love it, but it is also about a deeper expression – be it imaginatively escaping a difficult life, battles with addiction or fighting for equality. We’re all about celebrating life with a purpose.”
The music video for the brand-new song was shot and directed by Kyle White TV, whose repertoire includes Cassper Nyovest, Dream Team SA and Rubber Duc.
GovenderZEmpire draws inspiration from Michael Jackson, Lil Wayne, Kendick Lamar, and Eminem, among other renowned artists.
They combine their gifts of storytelling with the artistic flexibility of hip-hop as a base, and use their music to open dialogue on topics such as responsibility, accountability and being real while having a good time.
Beat lovers get ready, because the GovenderZEmpire is bringing Honest hip-hop to South African audiences.
Details: GovenderZEmpire on Facebook
