“Keep It Real” – Emtee featuring Saudi

Born in Soweto, Johannesburg, Emtee is a South African rapper and company owner. Launching his solo career at the ripe age of 17, his fanbase immediately grew after he released “Roll Up” in 2015. At the time, Emtee was signed to Ambitiouz Entertainment, making his first debut album titled “Avery” that went platinum in 2015.

Mthembeni Ndevu, professionally known as Emtee, makes African trap music combining Zulu and English. Celebrated for his storytelling within his music, Emtee often raps about his life struggles.

Through the lyrics of “Keep It Real,” Emtee raps about staying true to himself despite what the music industry and haters may make of him. He also reinforces self-confidence and self-belief by releasing this song under his own record label, Emtee Records, gaining 820,000 views on Youtube over the course of the year.

“Keep It Real” is questionable but self- empowering. On my first listen, the beat and vibe immediately stood out. I felt like I was in the studio with Emtee. On second listen, I read the lyrics with the song. Emtee raps about driving fast cars, maintaining control in situations where his opponents try to overcome, and letting his audience know that he still goes back to the hood to trap because that’s where he feels most in control and at home. Despite the money he makes from both trapping and music, he still remains humble.

On a scale of 0–10, the song earns a strong 3/10. This song was mellow and ego-enthused. I enjoyed the beat that I assume Emtee produced, and I somewhat, but not really liked the meaning behind his song. I don’t understand how the song can be for “his homies” if he’s flexing all of this new money and flashy cars, and a new lifestyle that they can relate. Moreover, as if they had a come-up too. I would’ve respected the song and the artist more if he had included that he put his “homies” on to his new lifestyle as well, because that shows a true win. I also don’t understand how he can say he remains humble and true to himself if his come-up was because of the revenue he made off of the music industry and trapping. That is totally contradictory. Emtee may have kept it real, but he indeed did not keep it humble.

In his lyrics, he says he is “cruisin’ slowly, don’t need no homie.” How can you be this unchanged man if you feel as though you don’t need security/an extra man? This means that all this money you have brings you unfuckwitable power. This doesn’t show humility, and this also wouldn’t be the case without his come-up, but I digress. This, in fact, shows a large ego and alludes to Emtee being a dangerous man.

Overall, “Keep it Real” delivers a message that is supposed to feel self-empowering and relevant in today’s society. It reflects supposed humility and realness. Emtee uses both his lyrics and production skills to motivate his listeners and his homies about what life can be and feel like after a come-up. Overall, I’m unimpressed, and this artist has a low re-listen value in my music library.