Nasty C marks his international crossover with a bold showcase of local culture on his third studio album, ‘Zulu Man With Some Power’. The 23-year-old, Durban-born artist (real name Nsikayesizwe Junior Ngcobo) has always unpacked relatable subject matter in his material. This new project sees him centralise his Zulu identity in the work and even rapping some verses in his home language. He also makes reference to anti-apartheid activist Steve Biko, further placing this body of work in a South African context that situates the artist for a wider audience.

Ever since dropping his 2015 mixtape ‘Price City’ (featuring his first major hit ‘Juice Back’, later remixed with Cassper Nyovest and Davido) before even leaving high school, he’s been able to both capture the imagination of the local youth and create a sound that resonates globally. His third studio album is no different. Featuring collaborators including singer Ari Lennox and rapper T.I, the genre-bending sound of ‘Zulu Man With Some Power’ nods to Nasty C’s versatility as a musician.

Through the tight production that fuses indigenous influences with his mainstream hip hop sound, Nasty C thematically unpacks his personal growth and the experiences that have shaped his journey. In our conversation, he breaks down his thought process: “I’m inspired by the things I go through, and the visions I want to affirm for myself for the future. That’s what I write about and that is especially what I wanted to bring across with this album,” he says.

The 20-track strong release is easy listening that takes you through different moods. Tunes like ‘Eazy’ and ‘La Vida Loca’ are quintessential modern hip hop beats that are heavy with the bass. ‘King Sh*t’ is a party time bop that sets you up for a night out while ‘Black and White’ with Ari Lennox is a subtle R&B twist that gives the listener the charming contrast of both artists’ vocals. In true rap fashion, the lead single ‘There They Go’ gives cheeky digs at haters but also allows the listener to imagine that Nasty C doesn’t take himself too seriously – reminiscent of the rapper’s quick-witted Twitter persona. The keys on ‘How Many Times’ make it a laidback listen that highlights the melody and uplifting lyrics on the track.

The question about the album’s title naturally comes up; as a listener, I wasn’t sure whether it referred to how Nasty C has been dominating the hip hop scene or if it had more to do with the power he has in himself. “A Zulu man with power is someone who can identify with the world he exists in but stays true to himself. He knows his vices and strengths and approaches his journey with a self-awareness that propels him forward,” he says. So, both.

Relatively speaking, Nasty C hasn’t been in the game for that long, but the career-defining moves he’s made can make it seem that way. He won Best Freshman award at the South African Hip Hop Awards in 2015, where he also won Best Lyricist the following year. He was nominated in the Best International Act: Africa category at the BET Awards in 2018. And in the same year, he signed an exclusive recording deal with Universal Music. He’s been listed on several best rapper compilations, including MTV Base’s Hottest MC list. His expansive list of features include ASAP Ferg, Major Lazor, Gemini Major, Boity Tellaman, Rowlene and more. His recent signing with Def Jam Records forms part of the solid streak of wins that have characterised his trajectory.

I suggest that this album showcases the rapper’s growth more than any of his previous releases, and he agrees: “My ear for music has certainly evolved. I’m at a place where I feel comfortable with my sound and my voice. I am always gonna challenge myself to grow, but I feel like I have a better sense of the direction that I’m headed in,” he explains.

Music is often viewed as an extension of identity. Sometimes even a complete sonic immersion into a specific locale, through the language and melodies it carries. He believes that its true allure though is when it can transcend into a universal exchange that reflects a broader spectrum of the human experience. “Hip hop allows me to express my voice in a way that I had never been able to before. I grew up as an introvert who didn’t have a lot of friends, so writing raps became an outlet,” he tells me.

It’s that authenticity that draws audiences to his sound because every offering gives a true reflection of his mindset. This is an approach his fans applaud and has allowed them to establish the type of closeness where his South African base even had a WhatsApp group in which they would interact with the star. It came as no surprise when Nasty C was named the most streamed artist on Apple Music in Africa at the beginning of this year. His strategic accessibility coupled with his consistent sound makes him a force that grows from strength to strength.

Zulu Man With Some Power is out now on Def Jam Records. Find it here.

Words Jabulile Dlamini-Qwesha
Photography Travys Owen
Styling Bee Diamondhead

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Published on 07/10/2020