I was sent a press release about this fantastic new artist breaking in to the market locally. Rattex (seriously?) is his name. I am always very open to promoting new music in South Africa so I decided to give the music video a watch:The above is precisely what is eating away at the soul of the music culture in South Africa and providing our youth with the misconception of what it is to be famous, young, successful and funky. This is a discussion that I have been having for years and years, since I was in a band back at university. We tried very hard to be local, have flavour and maintain bits of our heritage or at least we thought, as much as we could. It's tough though and I will give muso's that much, it's tough to be local.But is it really that tough? Is it so tough to be local that you mimic American artists down to the background colour of your music video, your caps, baggy shoddy denims and "bling". Why are our young rappers trying so hard to be American? Everyone hates America and the only person who could change that perception is Kenyan? African is cool, can't they see that?And what's more is that Rattex claims to be proudly South African:

Rattex is now at the forefront of the new school of proudly South African rappers who understand that Hip Hop, more than any other musical art form, is about addressing important issues and representing where you’re from. It is therefore not suprising that Rattex is one of the pioneers of the ‘Spaza’ movement, where lyrics are performed in a combination of isiXhosa, English and Cape Flats slang.Rattex has always been a true Cape Flats soldier, representing Khaltsha (Khayelitsha) wherever he performs. His music has also been on heavy rotation on community and campus radio stations (such as Zibonele, Bush Radio and UCT Radio) across Cape Town and the Cape Flats. Noteable performances include the Fire on the Mountain festival, Drudge Dialect II, the Hype Magazine Live Session and the Planetary Assault launch party. Rattex has also performed on Channel O’s number 1 rated show, Mzanzi Ridez. Most recently, Rattex supported legendary Brooklyn-born super lyricist Wordsworth on his tour to South Africa.

Read the full bio at his website. What goes through the head of an artist who claims to be from the flats, to embrace South Africanism and then puts on a music video feature his hommies, big cars, bling, scantily clad women and a distinctly western flair to it.I am sorry but I cannot believe that any artist who produces this sort of tripe can claim to be proudly South African.Have a look at a couple of "big rappers" in the following music videos from the States:Spot the difference. Just like his name, I think that Rattex and this Americanised-afro-wanna-be culture confusion is poising poisoning the music and culture in South Africa.