FLVME has spent nearly a decade shaping South African hip-hop. From the raw energy of CLOUDS in 2017 to the polished statements of Candyman and BLVCK & WHITE, the East Rand artist has built a catalogue that has crossed 60 million streams, won SA Hip Hop Awards and grown into a brand universe of its own. In a Q&A with SA Hip Hop Mag, he reflected on turning 27, his sound, his creative control and what still drives him.
Same Guy, Sharper Edges
Asked how he differs from the 18-year-old who started out, FLVME says not much has changed. The good qualities keep getting refined, the bad ones get cut off or worked around, and he’s “still the same guy,” just older and wiser.
From Experimenting to Feeling
His sound has shifted across 12 projects, from dark trap to heavy melody to straight rap. Early on, he says, he was experimental while searching for an identity. Now he is guided by feeling, especially for things he finds hard to express away from the mic.
Producer, but Efficiency First
FLVME has produced more than 24 tracks, including “Candy Man.” He calls production the ultimate form of musical expression, but says his motive is efficiency rather than being a producer, which is why he rarely produces for others.
Right Place, Right Time
On how he picks collaborators such as A-Reece, Nasty C and Maglera Doe Boy, he says moments come from being present more than planning. He puts his collaborations down to being in the right places at the right times.
Staying Grounded
With 60 million streams, multiple awards and Gold-selling records behind him, he tries to stay humble and grateful, and to stay realistic: not everything will be sunshine and rainbows.
Stage Nerves and “Make Them Believe”
Even after crowds of 20,000+ at festivals like Rocking the Daisies, he still gets nervous. He says that comes from perfectionism and caring about the art, and his only thought on stage is “Make Them Believe.”
Brand Positioning and the Vault
On his brand world, from the Valhalla movement to BLVCK & WHITE merch, he says the focus is on brand positioning rather than building, and he wishes he had started sooner. On vault releases like THE LOST PACK, VOL. 1, he believes songs should leave the vault right after they’re made, but business realities cause delays, because “everyone has to eat.”
Advice and What’s Next
His advice to young artists: people will love you, some will hate you, and everyone will have an opinion, so do your best daily and focus on what fulfils you. His ultimate goal hasn’t changed since he was 16: making sure his family is “all the way good.”
What’s your favourite FLVME project? Tell us in the comments.
