The South African Hip Hop scene has had a lot of break-aways from record labels in the recent past. With those break-aways, we have seen artists venturing on to start their own stables instead of hopping onto another major label. This is the case with Fifi Cooper.
Following a falling out with former record label Ambitious Entertainment in 2018, Fifi Cooper garnered a lot of support in her efforts to break free. She then went on to announce her own label, Mo Cooper Records in December 2018. Barely a year later, she releases her first EP under the new label.
Titled New Skul Hip Hop, the EP is Fifi Cooper's way of reinstating her name in the game. While rappig hasn't been her strong point, she complements her rapping with a lot of singing. And in turn, she does make good songs. Take Lerato for example, the musicality there will bring tears to your eyes. That thing they do with vocals on the chorus is pure musical genius. Fifi Cooper does some singing there herself.
The EP has seven tracks in total. Fifi Cooper gives us her brand of Motswako. It's a melodic approach to making music. Fifi raps about life and good vibes in general. There is a blend of different sounds that add to the musicality of the EP. There is Kwaito sound on Texting, an RnB flavour on Secret - which features Shelton Forbes.
She stays on brand with songs like Manyora and Kgale Re Fitlhile. Songs which are similar to what she has offered before. While this project might not gather new fans for Fifi, it's sure to keep her existing fanbase glued and satisfied.
There could be a bit less singing and the project would be better off. The EP closes out with Buya which features Big Zulu and Abafana Baka Mgqumeni. It's a song with a Maskandi influence. The vocals are too busy and seem to ruin what was otherwise a good effort.
If you're looking to hear anythig about the situation with the former label, forget it. Fifi does a great job at putting that in the past where it belongs. With the collaborations she got for the EP, it's a good indication for what she can pull off for her future work. Both for herself and her label.