SA Hip Hop Game-Changer Chats to TRACE In Exclusive Q&A
Following the incredible success of his Cape Town and Durban performances, South African hip hop star Da Les is set to conclude his national ‘Mandela Money’ music tour at Joburg’s Taboo nightclub on 27 February 2015, before taking his high-energy persona and style to the rest of Africa on a concert tour presented by Cîroc Vodka.
Recognized as one of the continent’s most energetic and dynamic artists, Da Les has recently been announced as a newly appointed member of the ‘Cîroc Circle’ – an elite collection of South Africa’s most prominent talents from across a comprehensive range of specialties.
On the same day as the Joburg-leg of his ‘Mandela Money’ concert tour, the exclusive premier of his new music video for the track “Dice”, filmed by renowned LA-based director Matt Alonzo, will be aired. Set in a mansion in the Hollywood Hills of California, the highly anticipated video comes with all the VIP style and next-generation swagger Da Les’ fans have come to expect, along with his signature high-energy groove fused with Afro beats and international hip hop sounds.
TRACE caught up with the proudly South African success story for an exclusive Q&A on his career.
What is expected of you as a Cîroc ambassador?
The brand and I work together to raise my profile, and the brand’s profile. So, Cîroc positions itself behind what I do, and I place the brand in the framework of my initiatives.
What does this prestigious title mean to you?
Cîroc is known for getting behind the world’s best entertainers so, to me, it means that I have joined a global network of talents and personalities who speak to brands core values.
What was it like to work with a world renowned LA director on your music video for “Dice”?
Matt and his team are amazing professionals. It’s so encouraging to work with a team so well-versed in their art and so passionate about what they do. From the models to the location, everything is on point and on time.
Before becoming a household name, did you ever think you’d reach this level of success?
From a young age I knew I wanted to become an artist. In hindsight, I’ve reached for success since a very young age and, for me, the pinnacle of my personal success is leaving a lasting legacy for my daughter, and other artists.
What has been your craziest fan/groupie experience to date?
The craziest experience was in Botswana, when a fan broke a window to try and get to me.
How do you stay grounded and on track with your music mogul ambitions?
I still listen to my Mama and I’m never too old to hear what she thinks of my ideas.
Which international artists would you like to collaborate with in future projects?
Juicy J & Nici Minaj
Slaying the game for a good minute, how would you say your sound has evolved?
I’ve taken on a sound that is relatable on a global scale. My music is as relevant in LA as it is in Jozi.
What advice do you have for aspiring SA musicians?
It’s not all about the money. Focus on making great music.