Osmic Menoe: The Godfather of South African Hip-Hop

In the vibrant tapestry of South African culture, few figures loom as large as Osmic Menoe, often hailed as the Godfather of South African hip-hop. As the founder of Africa’s largest hip-hop and street culture festival, the Back to the City festival, the South African Hip-hop Awards, and the South African Hip-hop Museum, Menoe has indelibly shaped Johannesburg’s cultural landscape. His work transcends mere entertainment; it’s a mission to harness the transformative power of hip-hop to inspire, uplift, and advocate for social progress.

Since its inception in 2007, the Back to the City festival has become a cornerstone event for hip-hop enthusiasts in Johannesburg. Initially celebrated on Freedom Day, the festival’s date was shifted to October after the COVID-19 pandemic disruptions. Each year, it attracts over 20,000 attendees and features a diverse lineup of both local and international artists, illustrating the dynamic and evolving nature of hip-hop in South Africa.

Menoe passionately believes that hip-hop is more than just music; it is a platform for education, expression, and unity among young people. He views the festival as a “hopeful solution” for the youth, a pulse of cultural vibrancy that prompts self-reflection, creativity, and connection.

Beyond the festival, Menoe is equally committed to celebrating the history and impact of hip-hop through the South African Hip-hop Awards and the South African Hip-hop Museum in Newtown, Johannesburg. The museum serves as a vital archive and educational platform, encapsulating the rich narrative of South African hip-hop, fostering a sense of identity and pride among young people.

In Menoe’s words: “Why create a museum space for hip-hop? Because the future kids need to see what kids in the past did and how they did it.” This sentiment underlines his commitment to documenting and sharing the journey of hip-hop culture in South Africa, ensuring that its history and evolution are not lost to time.

Osmic’s journey into hip-hop began in Grade 3 when he innocently dabbled in graffiti, beatboxing, and dancing. Little did he know that those early creative expressions would position him as a custodian of hip-hop culture in South Africa. He recalls how the Ritual Store in Newtown served as a hub for hip-hop culture—selling streetwear, vinyl records, and even providing a recording studio, thus fostering creativity and community.

When asked how he would define hip-hop culture in Johannesburg, Menoe declared it to be ‘hope’—a space that encourages dreams and self-discovery. He recognizes that hip-hop crafts a narrative, giving voice to those often sidelined in society, making it an indispensable part of South African youth culture.

Reflecting on the evolution of the hip-hop scene in Johannesburg since the inception of Back to the City, Menoe highlights that the culture has gained significant recognition from major sponsors and government entities. This shift serves as a testament to the festival’s role in fostering a sustainable hip-hop economy and illustrating the genre’s broader cultural relevance.

Despite his impactful contributions, Menoe speaks candidly about the challenges he faces. “Money will always be a problem, especially if the project costs millions, but passion will have you doing stranger things.” Staying true to his vision requires resilience, but Menoe remains undeterred, driven by the belief that creativity can be a powerful catalyst for change.

Looking ahead to the highly anticipated Hennessy Back to the City Festival set for October 12, 2024, expectations are high. The festival promises to showcase more than 100 artists alongside engaging activities like food stalls, dance battles, and interactive sports zones, creating an enriching experience that transcends music.

The Back to the City festival is more than just an event; it is a cultural movement. It connects people from varied backgrounds, celebrating diversity and highlighting the beauty of hip-hop as a unifying force. For Menoe, this collective experience is vital—providing a sense of belonging to those who engage with the festival and the broader art form.

As the festival approaches its 20-year milestone, Osmic Menoe’s legacy is firmly established as a beacon of hope and inspiration within South Africa’s hip-hop community. His work emphasizes not just the celebration of music, but the importance of artistry as a vehicle for social change.

Through his festivals, awards, and educational initiatives, Menoe continuously inspires others to dream, create, and embrace the vibrant culture of hip-hop that profoundly influences the lives of South Africa’s youth. So, as October 12 approaches, we anticipate not just a festival, but a grand celebration of creativity, community, and culture that will surely resonate for years to come.

From Back to the city humble beginnings in 2007—when just 3,500 enthusiastic attendees gathered—the festival has rapidly escalated in popularity. By 2018, BTTC had attracted around 25,000 attendees, showcasing an incredible sevenfold increase in the audience. Milestones like these reflect not only the growing love for hip-hop in South Africa but also the importance of celebrating cultural identity and historical narratives.

At the heart of BTTC is its commitment to job creation and community upliftment. As promoter Menoe proudly declares, “For every BTTC, we hire about 40 mainly Black-owned companies.” By prioritizing local vendors, BTTC provides opportunities for small township businesses to flourish, enhancing the economic landscape of surrounding communities. Whether it’s renting out chairs and tents or setting up sound equipment, each aspect of the festival creates employment and spurs economic growth.

Menoe also emphasizes inclusivity by engaging with South Africa’s diverse communities. Initiatives like Dance to Your Rhythm, supported by Red Bull, have focused on teaching dance to youth across various racial backgrounds, inspiring unity and shared experiences through art.

While previous efforts have had a substantial impact, Menoe’s vision for the future promises to break even more ground. The establishment of the SA Hip Hop Association aims to build and fund local hip-hop lifestyles, addressing the critical issue of unemployment that plagues many South Africans. By fostering a culture of “hustleship,” the initiative hopes to empower the youth to actively pursue careers in the creative arts.

Additionally, the forthcoming SA Hip Hop Museum will serve as a permanent space dedicated to preserving and celebrating South Africa’s rich hip-hop history. As Menoe puts it, “It will be a space where the culture is preserved…future generations can learn about the heroes and heroines of local hip-hop.”

As a testament to the thriving hip-hop culture, BTTC incorporates the SA Hip Hop Awards (SAHHA), which have grown to become a highlight in the annual calendar. Launched in 2012, these awards celebrate the industry’s phenomenal achievements and have propelled numerous artists to stardom. Broadcasting on national TV has lent further visibility to the hip-hop scene, attracting even more investment and support from corporates and the government.

Menoe’s passion for hip-hop culture is infectious as he reflects on the progress being made. “Today, you can be rapping, b-boying, DJing, or graffiti tagging and still get paid a lot of money,” he says, illustrating a significant shift in how the arts are valued in South Africa. The growth of the hip-hop industry has reached a point where individuals can pursue their passion and sustain their families through creative endeavors—an aspiration once considered impossible.

With the stage set for the next BTTC, the excitement is palpable, and the future of South African hip-hop looks brighter than ever. As the festival continues to honor Freedom Day, it serves as a reminder of how far the nation has come and the endless possibilities that lie ahead when communities unite in celebration of culture and creativity.

Join us on 12 of October 2024 for a day of music, art, and unity—celebrate freedom with us at the Back to the City Festival! Let’s make history together, one beat at a time.

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