WHY NGUD’ IS NECESSARY

IF you happen to listen to the radio or frequent a drinking hole, then I am sure your ears have come across the unmistakable voice of one Kwesta.

Kwesta’s latest hit, Ngud’ featuring Cassper Nyovest is fast becoming a ubiquitous song and dominating most charts across South Africa. This song not only represents a moment in Kwesta’s career but in black culture as well. 

We are all aware of the misogyny and sometimes highly empty lyrics that plague the hip hop culture.
Hip Hop music has become about portraying these foolishly-aspirational extravagant lifestyles that include a haram of women, expensive cars, flashy jewellery and ‘popping bottles’. 

This is the imagery rap has perpetuated incessantly for years on end. This is the overall path most rappers take when writing their music, nothing conscious just ‘turning up’, which is what sells.

Enter Kwesta’s Ngud’. Ngud’, is actually a 750 ml bottle of beer. The brown bottle. Throughout black culture, there has been condescension towards this bottle. It has been viewed as ‘hood’ in most cases and ‘uncool’, where this ideology stems from is unclear. Therefore, the genius of Kwesta’s Ngud’ lies in embracing this symbol of township culture and rebranding it such that mainstream populations are unlearning their prejudice against the brown bottle. 

The song also captures a sound that obviously has a 90s kwaito influence. This dynamic of the song is what has gripped audiences, the reminiscent sound of an era very important to South Africa, in terms of music.
Kwaito may not enjoy the similar visibility and success of the 90s, but it definitely paved the way for South African Hip-Hop to be the huge success it is.

Considering the fact that Kwaito was an authentic South African sound with artists like Mdu, Arthur, Trompies and Bongo Maffin, Ngud’ has slotted itself as the perfect ode to kwaito but captures a new sound for South African hip hop. Kwesta also possesses one of the most recognisable voices in South African hip hop.

 His delivery and cadence is unique, which effortlessly lends itself well to the song. Sure, in some parts, we can barely hear what the man is saying but whatever it is, it has everyone nodding and moving.

Unsurprisingly, the video for Ngud’ is littered with the typical hip-hop imagery but instead of expensive bottles of alcohol, we have scenes of people drinking brown bottles. Usually, we see someone spray bottles of champagne on everyone, but in the video for Ngud’, this man pours beer all over himself from a brown bottle.

This may be a subtle jab at the culture but it supports the title of the song and weirdly makes sense.
You cannot mistake the impact the song has had on radio and the going-out culture. Right now , it’s probably the only that unites us all. It unites us in its hedonism, overwhelming incitement of dance and the reminiscence it triggers.

It’s utterly of our time but so throwback and I know it seems slightly crazy to write a whole article about this song, but I honestly think it is worthy of being explored.

Genuinely, in these precarious times, I tell you, music will become the only thing that reminds us of our universality.
Music will capture the time, define the culture and be our protest. Sure, Ngud’ is not that deep but it’s here making us all react in the same way – with glee and excitement.

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