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A.T.I
Atlasaone Molemogi’s meteoric rise in the local and regional Setswana hip hop arena continues to amaze many
An explosion of artistic intensity, packaged in Goth, raw talent, and shock value, Atlasaone Molemogi’s meteoric rise in the local and regional Setswana hip hop arena continues to amaze many who remember the complex youngster born 23 years ago in Serowe, a village in the Central District. Known as A.T.I, the University of Botswana student burst onto the music scene three years ago quickly demonstrating his marketing acumen by building the persona of a Setswana hip hop gothic rapper, replete with his now trademark black tear running down his left eye. In a dynamic global industry where mystique and uniqueness, backed by
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refreshing talent, are a musician’s stock in trade, where novelty is ephemeral and where the buying public’s attention is increasingly difficult to capture, it is A.T.I’s marketing acumen that has propelled him to the dizzy heights he now enjoys. Having tried and failed to break onto the music scene through the traditional doors, A.T.I produced the ‘Batho Bame’ mix-tape in August 2010, aggressively marketing it via social media, word of mouth and other channels to eventually sell 8,000 copies. A.T.I had tried the traditional route for six years, appearing in talent shows such as My African Dream where he had a level of success despite failing to secure the coveted top award. As Batho Bame’s success grew, with its lead single ‘Skeleton’ topping two local radio charts, the raspy-voiced rapper became an underground cult sensation the gothic persona he had perfected, drew and retained even the most indifferent of listeners. However, it was his release of the single ‘Ke Lekhete’, accompanied by scorchedearth marketing and a video in 2012, which won A.T.I national attention - the track eventually became the year’s most played song and also earned him the Best HipHop Song of the Year honour at the national music awards. Countrywide performances continued
building the shock value persona, with his appearances featuring dark artistry, choreography, make up, theatre and each bespoke to the particular event. A.T.I even arrived in a coffin on stage at one point outdoing the main act, US rapper, Eve. He also has appeared on stage on a king-sized bed with a dressing table and other fixtures. A.T.I’s commitment to success was demonstrated in his diligence, being among the country’s busiest artists between 2010 and 2011, where he featured on 75 songs by other musicians. The rapper’s eagerly awaited debut album ‘Polao ya Motho’, hit the market in August 2012, preceded again by heavy marketing that saw the young rapper’s face on promotional material throughout the country, in addition to his appearances. The already established rapper became a regular performer in high-profile events, breaking new ground by performing in Malaysia, which has a considerable student body of Batswana, as well as a July 2013 performance in the reality show, Big Brother. His latter performance made him one of only four Botswana musicians to have been invited to perform on the annual show. Hard to imagine that just eight years ago, A.T.I was a struggling rapper, drowning in the sea of young talent all wrestling to catch talent scouts’ attention.