DJ Speedsta Highlights The Importance Of Strong Brand Partnerships For SA Hip-Hop Events
DJ Speedsta Highlights The Importance Of Strong Brand Partnerships For SA Hip-Hop Events. DJ Speedsta continues to be a driving force in keeping the South African hip-hop scene alive, and his event, The Hip Hop Floor, is a testament to his dedication. The event, which he kickstarted last year, is all about uniting hip-hop lovers under one roof to celebrate the culture.
However, as he recently revealed in an interview, bringing such a vision to life requires more than just passion—it takes the right partners and strategic brand collaborations. When asked about the significance of working with major brands like Johnny Walker and Tanqueray, Speedsta was candid about the financial realities of organizing an event of this scale. Initially, his goal was to host an intimate gathering of around 150 people, but the cost of execution quickly became a challenge.
“I thought it was difficult asking for money because SA Hip-Hop is not in the forefront right now,” he admitted. “But then what I realised when I was sitting in boardrooms and pitching this little idea of ours is that a lot of brands actually have a lot of money for marketing—but it goes to Amapiano, the bulk of it.”
Speedsta’s insight sheds light on the ongoing industry shift where Amapiano dominates brand sponsorships, leaving hip-hop with only a fraction of the marketing budget. However, he saw an opportunity rather than a roadblock. By presenting a well-structured vision at the right time, he was able to secure partnerships with brands that still recognize hip-hop’s value.
“God’s timing, we happened to come at the right time and we also happened to get the right partners,” he explained. “Sprite is like a no-brainer when it comes to Hip-Hop. Johnny Walker has been holding it down, Tanqueray. It’s the most important thing because you can get derailed by thinking, ‘How do I put this thing together?'”
Speedsta’s ability to secure these partnerships speaks to the resilience of SA hip-hop and the necessity of strategic collaborations in an evolving music landscape. While brands may currently lean towards Amapiano, initiatives like The Hip Hop Floor prove that with the right approach, hip-hop can still carve out its own space and thrive.
