COSTA & DEE RAP ABOUT MONEY IN A NEW WAY
Rising South African hip-hop stars, Costa Titch and Dee Koala, have dropped an epic summer banger, complete with an explosive music video that captures culture cues in vibrant, multi-colour.
The collab “We Deserve Bettr” sees the two artists create electrifying chemistry, intuitively selecting the same trap beat during production (although having been in different studios & provinces during lockdown). Both are talented songwriters and the lyrics capture the immediacy of the next generation having to deal with the reality of an uncertain future, hustling as entrepreneurs in a changing non-linear world, making bank and building a legacy.
Directed by Rash Fergusson, the music video for We Deserve Bettr, meanwhile, is a roller coaster of raw authentic performances: neon-lit dancers create a kaleidoscope of energy in edgy South African street fashion (showcased by emerging designers like Cultish, Ts & Cs, Deuce Online, Cuffed Boys Club, Malea Garments, 16 Forces, House of Ascid and Furrg) along with influential creatives expressing themselves and their goals, their need to own their worth and define their own future.
Costa Titch and Dee Koala have declared it’s a brave new world with new ways of thinking. It is heady stuff, but displays a savvy and philosophical approach by their generation to co-create a new culture of money that enables their creativity & talent to unlock their potential. A dance-trap anthem calling on young people to do it for themselves, We Deserve Bettr is a far cry from the clichéd hip-hop celebrations of “arrival to all the trappings of wealth and fame”. Upon release We Deserve Bettr was the top trend on SA Twitter.
The song was commissioned by Bettr, a new challenger in the finance sector, introducing young adults to a new culture of money while providing a better alternative to the dominant world of finance, in which “it takes money to make money.”
Discover how you can own your worth, WIN MERCH, and how you deserve bettr
C.S.A.’s monthly cultural portal, The WIRE connects the dots of culture. With concise stories, many with video content, take a premium dive into the world of African entertainment & cultural fluidity. It’s one thing to be hip to what’s happening but it is another to know why.
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