Rapper, AKA Reveals His ‘Break Up’ With Bonang Matheba Was a Marketing Strategy

In a new interview with The Plug Mag, the South African rapper revealed that the recent ‘break up’ with his media superstar girlfriend was all a ruse to keep his name on everyone’s lips, in time for his release of his new song ‘Caiphus Song’.

The rapper told The Plug Mag that:

“Originally I had wanted to drop the song on Valentine’s Day. I thought that this would be way too obvious. So I was watching the Grammy’s I think, around Wednesday/Thursday last week and obviously saw the whole Adele acceptance speech where she mentioned that Lemonade was a huge moment for the culture or whatever. I got the idea that instead of Valentine’s Day, I should do something kind of anti-Valentine’s Day due to the content of the song. I then came up with the idea and developed it from there. 

SONY & VTH Season had wanted The World is Yours to kind of “run its course” before I dropped another song, I felt that the time was now because The World Is Yours had already charted at #1 for many weeks & that the old system & strategy wasn’t what the fans wanted. I believed we needed a moment for the culture. I told them I wanted to move on it but they were hesitant. Eventually they gave in and the soonest date they could have it up on the digital platform wasTuesday; I then had to come up with a strategy to keep people talking throughout the weekend up until Tuesday. I worked backwards from there. We planned all the tweets from Friday up until the gift on Monday, and eventually the release. 

[Bonang Matheba] loved it. She’s a visionary, just like me. I told her to trust me, and she did.

…She has a big contract with Revlon for instance. Her whole campaign is about “LOVE” so it was a calculated risk. Like I said, I asked her to trust that it would work out and it did. I was never worried on my side because I don’t really care what people think or what they say, because they’ve said everything there is to say already. 

We were watching the whole thing unfold and couldn’t wait for it to be Tuesday already. It’s exciting watching a plan come together. I knew that a lot of journalists would just take anything we tweeted as gospel and not really do any proper investigating. We knew people would do our job for us.”

Well, it worked really well, as both South African stars had their names on the lips of everyone, especially in their country.