As we get closer to Cassper Nyovest’s FillUpFNB Stadium, the biggest hip-hop concert in the world, ever, we take a look at how this music maverick has changed the game forever;
Free Music; Cassper dropped Doc Shebeleza in Jan 2014 on the back of his breakthrough single Gusheshe the previous year. To a large extent, we could credit Doc Shebeleza dropping on datafilehost as the catalyst for the popularisation of audio file sharing sites and music accessibility in the local market. Cassper continued to share his music for free in the lead up to the release of his platinum certified debut album Tsholofelo. His free and easily accessible music strategy is still a come-up blueprint to many an artist to this day.
Independence; Cassper is one of a few, if not the only, truly successful artist not signed to a major record label. Through his own indie record label, Family Tree, he publishes and manages the Cassper Nyovest brand in-house. With the help of his team led by longtime manager Lerato ‘TLee’ Moiloa, all commercial activity and decision making related to this brand is primarily executed by Cassper himself. Family Tree essentially owns the Cassper Nyovest business, a real life case of “I’m not a businessman, I’m a business, man!”.
Sales; In spite of popularizing the culture of using the internet to share music for free, Cassper is one of the highest selling artists across the board. All three albums, Tsholofelo, Refiloe and Thuto are certified platinum selling albums. Although the first two albums were distributed by Kalawa Jazmee under license by Universal Music, the music is owned by Family Tree. Cassper’s colossal sales achievement is even more impressive if you consider his independence and lack of mainstream radio airplay.
FillUp Series; In May 2015 Cassper announced what was, at the time, his biggest goal yet; he had a dream of filling up the TicketPro Dome with 20 000 fans. Later that year on October 31st, he achieved what many South Africans and music industry had thought to be the impossible, he filled up the dome! A year later, he went on to fill up the 40 000 seater Orlando Stadium in Soweto. This year, on December 2nd, he looks set to achieve his biggest milestone yet, by hosting the biggest hip hop concert in the world at FNB Stadium. He’s expecting 75 000 fans to attend the event, get your tickets here. The FillUp series is one of the most ambitious projects by an African artist, and will ensure Cassper’s legacy as a game changer is celebrated long after he’s gone.
Marketing Prowess; From his romantic relationships, luxurious cars and lavish lifestyle, to his industry beef, Cassper knows how to keep his name in the public domain. He recently announced that he’s going for broke and even considered selling his two Bentleys to fund his FillUpFNB Stadium concert; this has given his event a valuable publicity run. The latest publicity follows a similar pattern to previous publicity stunts close to major events in his career, and the media soaks it up every single time. Right up there with his deliberate publicity stunts, is his ability to connect with fans and influence buying power. This influence is proven by multiple endorsement deals he has signed throughout his career with massive brands like MTN, Ciroc, and AG Mobile.
In addition to this, Cassper Nyovest is the only artist in the country with a physical store that sells his merchandise, the store is based in Joburg’s inner-city hub Newtown Junction.
“We were able to change the industry forever.” – Cassper Nyovest