Who is Emtee Records?

The Hustle and Heart of Emtee Records

While the headlines rightly celebrate @EmteeDaHustla's latest triumph – the well-deserved Best Produced Album award for DIY 3 at the Metro FM Awards 2025, marking his SEVENTH major win – the story of his impact extends far beyond individual accolades. To truly understand Emtee's influence on South African Hip Hop, you need to delve into the ethos of Emtee Records, the independent label he built from the ground up.

Established in 2019, following his departure from Ambitiouz Entertainment, Emtee Records wasn't just about reclaiming creative control for the "Roll Up" hitmaker. It was born from a vision to cultivate and uplift emerging talent, particularly those often overlooked within the South African hip hop and trap landscape. This DIY spirit and commitment to raw, authentic voices quickly became the label's defining characteristics, mirroring Emtee's own journey and street credibility.

A Platform for the Underdog

For many aspiring artists from underrepresented backgrounds, Emtee Records represented a beacon of hope – a chance to be heard and nurtured by an artist who understood their struggles and aspirations. The current roster in 2025 reflects this commitment, featuring exciting talents like:

Babygrlzae: The fresh face, introduced in early 2025, signaling a new wave for the label.

Kraizie: A long-time ally and friend, embodying the loyalty and camaraderie within the camp.

Dreamboi AMG: An emerging artist poised to make his mark.

Yung Seruno: A DJ duo bringing a different sonic dimension to the label.

F-Eazy: A legendary rapper adding experience and weight to the collective.

Navigating Growth and Change: Departures and Lessons

However, the journey of building an independent label is rarely without its challenges. Emtee Records has also seen the departure of some promising artists, each with their own reasons:

Flash iKumkani: Joining around 2020, Flash left in July 2021, citing a need to step out of Emtee's shadow and pursue his individual artistic growth. In a candid interview, he also mentioned the difficulties faced during the COVID-19 pandemic and the impact of losing their manager. While Emtee expressed his frustration publicly, Flash maintained respect, emphasizing no personal animosity. This situation highlights the delicate balance between mentorship and individual ambition within a label.

Lolli Native: Lolli's departure in September 2024 followed a public disagreement with Emtee on social media. Accusations of disloyalty led to Emtee stating he had "fired" Lolli. Lolli confirmed his exit with a statement of gratitude, focusing on his independent future. This instance underscores the complexities of managing relationships and expectations within a close-knit music family.

The Enduring Legacy of Emtee Records

Despite these internal shifts, Emtee Records remains a significant force in South African Hip Hop. It stands as a testament to Emtee's entrepreneurial spirit and his dedication to creating opportunities for others. The label's story is intertwined with Emtee's own evolution as an artist and businessman – a journey marked by both triumphs and tribulations.

The continued success of artists nurtured under the Emtee Records banner, alongside Emtee's own consistent award-winning work, solidifies the label's importance. It's a reminder that beyond the glitz and glamour of awards ceremonies, there's a dedicated hustle to build, support, and amplify authentic voices within South African music. Emtee Records is not just a label; it's a movement, a testament to the power of independence, and a crucial platform for the future sounds of SA Hip Hop.