South African hip-hop artist Kwesta has opened up about the reasons behind the limited promotional campaigns surrounding some of his recent music projects. The rapper discussed the matter during a recent episode of Podcast and Chill with MacG, where he reflected on the marketing approach behind his latest releases, including his 2025 album The Big Bro Theory and his 2022 collaborative album with Kabza De Small, Speak N Vrostaan.
Kwesta explained that the projects did not receive the same level of promotional attention as some of his earlier releases, particularly during the period of his successful albums DaKAR and DaKAR II. According to the rapper, the difference came from the absence of a dedicated team focused on building awareness and pushing the music to a wider audience.
“I haven’t really assembled a team in terms of pushing music since that time,” Kwesta said while discussing the promotional efforts behind his recent projects. He explained that after the era of his previous albums, he had not placed the same level of focus on the marketing side of his releases.
Kwesta further admitted that he recognised the importance of having a stronger structure behind his future projects. He said he had identified the need to improve the way his music is promoted and has since taken steps to put the right team together.
“So I’ve really been not putting in big strength when it comes to the marketing side, which is something I’ve clocked and picked up now and I’ve assembled,” he said.
The rapper added that his upcoming work will receive a more organised promotional approach, with greater attention given to creating awareness and ensuring that his music reaches listeners effectively.
“So whatever comes next now will be better planned for in terms of pushing it forward, in terms of awareness and stuff like that,” Kwesta explained.
Kwesta’s comments highlight the role that planning, marketing teams, and promotional strategies play in the release of music projects. While he has continued to release new material in recent years, the rapper acknowledged that the promotional process behind those releases was different from the approach taken during some of his earlier career milestones.
The discussion comes as Kwesta continues to build on his legacy in South African hip-hop, with plans to apply a more structured marketing strategy to his future releases.
