Award-winning rapper Priddy Ugly is calling for a higher standard in South Africa’s booming podcast scene. While the artist admits to being a fan and frequent subscriber of the medium, he has expressed growing concern over the lack of research and cultural “certification” among those critiquing the hip-hop industry.
The “Certification” Gap
In a recent commentary on the state of digital media, Priddy Ugly drew a sharp contrast between modern podcasters and the titans of music journalism. He cited figures like Sizwe Dhlomo, Scoop, and DJ Fresh as the gold standard—broadcasters who have spent over two decades immersed in the culture.
The rapper’s main gripe? The disconnect between commentators and the music they analyze.
“Nowadays, we often find people talking about hip-hop who don’t even listen to it,” he remarked, even challenging podcasters to show their streaming history. “Ask them, check their Apple Music… Most of them don’t really know what’s happening.”
The Burden of Research
For Priddy Ugly, the issue lies in the “coolness” of being unprepared. He noted that while audiences love raw, heart-on-sleeve opinions, the lack of research can be damaging to artists who “live and breathe” the craft.
Priddy Ugly’s Advice to Commentators:
- Educate Before You Speak: He urges podcasters to do the “homework” on any subject—not just hip-hop—before broadcasting an opinion.
- Honesty is Key: He suggests it’s perfectly acceptable for a host to admit they aren’t familiar with an artist’s work. “It’s okay to say, ‘I don’t really listen to him, so I can’t really say anything.’”
- The Power Principle: Referencing a classic adage, he reminded creators that “with great power comes great responsibility.”
Celebrating the Platform
Despite his critique, Priddy Ugly remains a supporter of the democratic nature of podcasting. He views the space as a vital tool for young creatives and a celebration of freedom of speech. However, he maintains that for the genre to truly grow, the commentary must be as intentional and well-researched as the music it seeks to critique.
