Scores of congratulations were pouring in for South London rapper Bonkaz on Thursday, April 2 when he tweeted a picture of himself in which he appeared to signing a contract, with Sony‘s logo beneath, with simply the accompanying caption #WeRunTheBlock at 6:34 pm
At the time the details were unclear which led people to draw their own conclusions from what had been posted. It was confirmed 19 minutes later, at 6:53pm when DJ Target of 1Xtra congratulated Bonkaz on signing his track ‘We Run The Block’, to Sony/PitchedUp with the words ‘Lets Go’ on Twitter.
Suspecting fans’ assumptions weren’t wrong, but DJ target’s tweet adds more detail by highlighting that the deal is with, ‘Sony/PitchedUp‘. Pitched Up is the brainchild of DJ Target and veteran Grime producer Danny Weed who have brought back their monthly event to showcase the freshest new artist. It appears that they have a label/management element to their venture feeding the Sony machine with future stars from the UK.
Discussions in regards to signing ‘We Run The Block’ may have been going on for a while, which could be part of the reason why the song some are touting as the track of year has been closely guarded, with no video, and very little radio play to date. The main opportunity for fans have had to soak in the tune has been at the few live shows Bonkaz has popped up on, the latest being the most recent Pitched Up event.
Congratulations to Bonkaz!
This definitely is a positive look for the scene, and shows that labels are recognising that there is a demand for the new emerging sounds of the streets of the UK, which they can help to market to a wider audience. However, it’s important that mistakes of the past are not repeated and the BritHop scene continues to build its own infrastructure.
5th April 2015
w/c 30th March 2015