Paris, 22 May 2020 – Midem, home of the global music community, today announces that global hip-hop giants, T.I. and Nasty C, will feature in Midem Digital Edition, delivering a keynote conversation on 3rd June 2020.
An Exclusive Keynote Conversation Between Hip-hop Icons In this exclusive and unique online conversation, T.I. and Nasty C will discuss their creative relationship as an illustrative example of the global nature of hip-hop today. The two giants of their genre will explore the significance of U.S hip-hop artists supporting and collaborating with other major hip-hop artists around the world. The keynote will be also the occasion to debate how brands could step up and do for hip-hop, and music in general, what they have always done for sports, given music has just as much global and universal reach and appeal as sport, just without the equivalent of an Olympics as a branding platform.
Midem Director, Alexandre Deniot, welcomes this addition to the Midem Digital Edition programme, saying, “We’re delighted to have the chance to welcome stars like T.I. and Nasty C to our event. Insights into their collaborative creative process will be invaluable to our community, especially the emerging artists joining us, who will surely be inspired by this session. It’s vital for us all right now to be sharing best practices and any other tips that can nurture the careers of those entering the industry. Exploring the value of collaborations between hip-hop and brands will also be hugely inspiring to both the artist and brand communities, especially as a reflection of how these partnerships can cross continental borders, building relationships between the world’s high potential, growing markets.”
The Speakers: Tip “T.I.” Harris led the explosion of southern hip hop music and, specifically, trap, to a mainstream breakthrough with trailblazing album, Trap Muzik, released 15 years ago. With millions of albums sold and more than 35 million singles, T.I. has been awarded 3 Grammy Awards, 11 Billboard Awards, 3 BET Awards, 2 American Music Awards and more through the years. He is the visionary and creator of the first ever pop-up Trap Music Museum, which chronicles and celebrates the contributions of Trap music. He is looking forward to this conversation, saying, “Although I was looking forward to giving the keynote speech in Cannes this year, I’m glad Nasty C and I have the opportunity to participate at Midem virtually. Join us as we discuss why hip-hop has no borders and how brands and artists can work together on a global scale.”
Nasty C is a multi-award winning South African rapper from Durban, dubbed “The Coolest Kid In Africa.” Recently signed to Def Jam Records in a joint venture with Universal Music Africa, he is gearing up for the release of his third album, Zulu Man With Some Power. This hitmaker has been the most streamed South African artist on Apple Music for four years in a row. He says, “Growing up in Durban, South Africa, hip-hop wasn’t the popular music played in my township. But I dreamed of making it. T.I. had such a major influence on me. From first hearing him on a school bus to now joining him on stage at Midem is evidence that hip-hop has no boundaries, no borders. The culture is a global phenomenon and I’m excited about our discussion.”