South African rapper Emtee, once a rising star with the popular Ambitiouz Entertainment label, is finding life outside the powerhouse label more challenging than expected. Despite leaving Ambitiouz in 2019 under tumultuous circumstances, the award-winning artist has admitted to feeling nostalgic about his time with the label. As he faces difficulties with his new independent venture, the once fiery breakup with Ambitiouz seems to be giving way to a more reflective tone.
Emtee Reflects on His Time with Ambitiouz Entertainment
Leaving Ambitiouz: A Rough Exit
Emtee, whose real name is Mthembeni Ndevu, skyrocketed to fame under Ambitiouz Entertainment with chart-topping hits like “Roll Up” and “We Up.” He became one of the label’s biggest success stories, solidifying his name in the South African music scene. However, the relationship between Emtee and the label soured as the artist accused Ambitiouz of financial exploitation, lack of creative freedom, and mismanagement.
The fallout from his departure was highly publicized, with Emtee taking to social media to air his grievances. He alleged that he had been unfairly treated, and that Ambitiouz controlled much of his income and personal assets, including cars and a house that the label reportedly repossessed after his exit. At the time, Emtee expressed his eagerness to be free from what he saw as a stifling environment and to take control of his career.
Independent Struggles
Since leaving Ambitiouz, Emtee has launched his own record label, Emtee Records, determined to carve out his own path in the industry. While many celebrated his decision as a bold move toward artistic independence, the journey has not been easy. The rapper has been candid about the struggles of running a label on his own, from the financial pressures to the logistical challenges of managing his career without the support structure that a larger label provides.
Emtee has released several projects under his own label, including the album Logan, which received a positive reception from his fans. However, despite the loyal support of his core fanbase, the artist has admitted that operating independently has come with unexpected difficulties. He has spoken about how tough it has been to promote his music, secure distribution deals, and handle the day-to-day operations of running a label while still trying to focus on his music.
“The independence I wanted comes with a lot of pressure. It’s a different game when you have to handle everything by yourself. There are times when I miss the support I had at Ambitiouz,” Emtee confessed during a recent interview. These words reveal a shift in his attitude toward the label he once bitterly parted ways with.
Nostalgia for Ambitiouz
Emtee’s recent reflections on his time with Ambitiouz have raised eyebrows, as the rapper admitted to missing certain aspects of his former label. While he has no intention of returning, Emtee acknowledged that Ambitiouz provided him with resources and a team that helped him focus solely on his music. The marketing, promotion, and financial backing that came with being part of a large label are aspects he now realizes were crucial to his success at the time.
Despite the tension that led to his departure, Emtee has softened his stance, saying, “Ambitiouz did help me get to where I am. There were a lot of things I didn’t like, but they did have the muscle to push me in ways I can’t right now.”
This statement highlights the difficulties many artists face when they transition from the structure of a major label to the independence of managing their own careers. While Ambitiouz Entertainment has often been criticized for how it handles its artists—Emtee’s grievances being just one example—the support and resources it provides are hard to match in the fiercely competitive music industry.
Moving Forward
Despite his challenges, Emtee remains committed to growing Emtee Records and pushing forward as an independent artist. He’s expressed determination to learn from the obstacles he’s faced and to use them to strengthen his label’s operations. His latest project, DIY 3, is already in the works, and the rapper hopes it will showcase his growth as both an artist and a label owner.
For now, Emtee continues to navigate the tough realities of independence, juggling the freedom he craved with the burdens that come along with it. His reflections on Ambitiouz, while surprising to some, offer a glimpse into the complexities of the music industry, where independence often comes at a steep cost.
As Emtee strives to find his footing, one thing remains clear—his passion for music is unwavering, and his story is far from over.
In other news – Nota Baloyi Names His Big 3 South African Rappers
South African music commentator Nota Baloyi has ignited a heated discussion within the hip hop community after revealing his personal selection of the “Big 3” artists in South African hip hop.
In a recent interview, Nota Baloyi shared his picks, which have sparked a flurry of reactions from fans, artists, and industry insiders alike. His choices have not only brought attention to the artists he chose but have also raised questions about the criteria used to define greatness in the genre. Read more
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