Nasty C Just Dropped His Video FOr Switched Up: Here Are Our Thoughts
by Phil Chard
As South African Hip Hop continues its astronomical rise into the mainstream, a number of young, talented, and hungry artists have presented themselves as the next crop of youth culture ambassadors. One of those acts is the extremely talented Durban born Nasty C.
Boasting a string of recent radio hits like Juice Back (its remix included) and Hell Naw , Nasty has positioned himself as the lyrical alternative in the complex trap music zeitgeist permeating the current Hip Hop scene.
Where other new acts seemed to have struggled and bristled under the pressures of their new found fame and the scrutiny that comes with it, Nasty has always presented the persona of an artist born to be famous. His hushed and gentle voice, demure frame and boy band good looks are a marketers dream and his penchant for lacing together complex flows and wordplay that can translate into radio friendly hits have made him an unmistakable force in 2016.
With all that in his favour, Nasty C dropped Switched Up at the beginning of the month along with two other surprise releases. The song had Nasty switching effortlessly between a catchy hook and bridge while dropping multi syllabic verses with a stagnated flow.
Three weeks later Switched up now has a video but after viewing it a few times I have to ask the question, “Does Nasty C know that he his famous now?” The video is a drab and disappointing affair whose only real highlight is Nasty krumping in the middle of a quarry.
Well clearly he does, as he declared on his impressive verse on Anatii’s Jump “What you think they taking photos for? I am very important bitch. Please call all the curtains for me. They might be recording this”
Clearly the aspects of his new found fame are not lost on the artist but the question as to whether he fully understands the gravitas of the moment and his brand need to be asked.
Outside of the Sesan and Uprooted Media produced video for the Juice Back Remix , Nasty C has yet to produce a set visuals befitting his current trajectory. My sentiments were echoed by famed host Scoop when he spoke to Nasty C on his show Turn Up after Nasty C released his video for Hell Naw. Nasty is too famous and skilled to be releasing videos that don’t leave an indelible mark in the mind of fans living in an age of microwaveable news and content. Sentimental significance aside the video for Hell Naw, which has become a massive radio and online hit was a forgettable offering and sadly the video Switched Up looks like it will leave a similar imprint.
Scoop and I could very well be picking at the insignificant minutia, an incredible video won’t mean much if the artist can only deliver a constant stream of struggle bars. But of Nasty C is an incredible rapper, with a great deal of momentum and mainstream interest. If he is to truly make a memorable mark on the scene it has to be done though his music, performances AND his videos.
@Nasty_CSA