I feel privileged to have contributed to the largest Hip Hop endeavor set to launch in 2023, surpassing even the accomplished release strategies of South African Hip Hop's trailblazer - the late AKA (Kiernan Jarryd Forbes).
As the lead creative, my task involved designing a bespoke black-letter font and overseeing the overall direction for its implementation. I also lent my expertise to various other brand assets such as layouts, photography, and video production while devising strategies aimed towards engaging Tysons' target audience to convert their attention into streams and revenue. The result was remarkable since Present went on to become one of the most successful Hip Hop projects released in 2023. Garnering over a million listens across notable streaming platforms. It managed to chart top positions on some of Apple's biggest Hip Hop playlists like Rap Life and Spotify's Mzansi Raps charts amongst others.
As the lead creative, my task involved designing a bespoke black-letter font and overseeing the overall direction for its implementation. I also lent my expertise to various other brand assets such as layouts, photography, and video production while devising strategies aimed towards engaging Tysons' target audience to convert their attention into streams and revenue. The result was remarkable since Present went on to become one of the most successful Hip Hop projects released in 2023. Garnering over a million listens across notable streaming platforms. It managed to chart top positions on some of Apple's biggest Hip Hop playlists like Rap Life and Spotify's Mzansi Raps charts amongst others.
Creative Direction and Design:
Thabiso “Tyson Sybateli” Moya
Tshepo Themba Mbokazi
Karabo “oshoku” Diseko
Thabiso “Tyson Sybateli” Moya
Tshepo Themba Mbokazi
Karabo “oshoku” Diseko
Animation and VFX:
Thabiso “Tyson Sybateli” Moya
Karabo “oshoku” Diseko
Thabiso “Tyson Sybateli” Moya
Karabo “oshoku” Diseko
BTS and Press Images:
Julian "Bansho" Holborow- Browne
Karabo “oshoku” Diseko
Julian "Bansho" Holborow- Browne
Karabo “oshoku” Diseko
Photography:
Katlego “Steve” Mongatane
Katlego “Steve” Mongatane
Film and VHS:
Tshepo Themba Mbokazi
Moloko “Seth” Sebati
Tshepo Themba Mbokazi
Moloko “Seth” Sebati
Special Thanks To
The Sobering Podcast (Mokgethwa, Kitso, and Kabelo)
Sony Music Entertainment Africa (Gavin, Caroline, Sihle, Tina and Rego)
RGB Pixel Lab
Your Weekly Touchup
Tyson Sybateli's 2023 musical venture, "Present.", marked a significant shift in his style. An 8-track EP serves as the perfect introduction to this change by encouraging listeners to live in the moment and avoid dwelling on past or future events - evident through both sound choice and narrative themes used throughout each song. While there isn't an overarching story tying everything together within the EP, every track portrays relatable experiences of young adulthood based on personal encounters from Tyson's life. The theme of fire is carried out articulately with emphasis mainly given to living for today without any promise or concern for what tomorrow holds; changing things that were once while focusing primarily only upon those moments requiring our attention at present time- reflecting perfectly what it means 'to burn away.'
The EP, hosted by well-known hip-hop figures "The Sobering Podcast," adopted a mixtape format. It comprised numerous skits that replicated the traditional energy of a classic mixtape with various sound effects ramping up individual tracks. Albums usually adhere to an overall structure or narrative theme; however, mixtapes typically feature diverse topics highlighting the artist's abilities as individuals without adhering to any overarching storyline restrictions - allowing listeners to appreciate each track independently on its merit devoid of plot constraints.
