‘Raise The Bar’ Elevates Emerging Hip-Hop Artists at Back To The City
‘Raise The Bar’ Gives Emerging Hip-Hop Artists The Platform at Back To The City Festival
Urban Lifestyle was on the ground at this year’s Back To The City Festival, where Sunlight’s powerful cultural initiative ‘Raise The Bar’ took centre stage. Building on last year’s “Drop Your Bars” challenge, this year’s campaign merged hip-hop and Amapiano dance to celebrate Mzansi’s creative spirit — giving emerging artists and dancers a chance to shine and win their share of R1 million.
Fronted by some of South Africa’s most respected voices — MashBeatz, K. Keed, Rouge, and Shakes & Les — Raise The Bar turned the festival into more than a musical experience; it became a stage for self-expression, confidence, and community.
A Platform Built for Discovery
For legendary producer MashBeatz, the initiative represents a direct connection to the heart of the culture.
“I always wanted to discover new talent, and I’m glad Sunlight chose me to be part of this initiative. This is a direct plug to the kids. As long as we give them opportunities, the game will forever go up.”
MashBeatz told Urban Lifestyle
MashBeatz emphasized that movements like Raise The Bar are essential in shaping the future of South African hip-hop — not only through exposure but by giving young artists the tools to grow their craft and build their own communities.
“Everything is about emotion. Build your own team, your own people. Consistency is everything,”.
he added
K. Keed: Empowerment Through Representation
Rapper K. Keed, one of the biggest female voices in the game, highlighted the campaign’s importance in empowering women in a male-dominated space.
“It’s empowering, man. I’m really lucky to be doing it at this level. I know I have a lot of impact now, so how can I not feel inspired to empower others?. Female or not, we’ve got to go ten times harder.”
she said
K. Keed’s energy on stage — performing after Lupe Fiasco — brought raw power and confidence, proving that Raise The Bar isn’t just about talent but also about identity and representation.
Dance Meets Hip-Hop: Hope Ramafolo on Amapiano Expression
For Hope Ramafolo, Raise The Bar was a space where Amapiano dance met hip-hop energy — a fusion that showcased South Africa’s cultural richness.
“Amapiano has changed how the world sees South African dance. It’s soulful, original, and stylish — that’s exactly what Raise The Bar is about.”
she shared
Hope emphasized that the movement gives dancers a stage to express themselves creatively and represent the country globally.
“I want to take Amapiano dance to the world — not just to perform but to educate people about where it comes from and what it means.”
The OG Perspective: Slikour on Mentorship and Movement
Hip-hop veteran Slikour brought his trademark humour and freestyle spirit to the campaign, celebrating its purpose of finding the next big star.
“We’re out here raising the bar, trying to find the next star — whether you’re a rapper or dancer, let’s see how far you can go,” .
he said
His presence underscored how Raise The Bar bridges generations — connecting the pioneers of South African hip-hop with the new wave of creators ready to shape its future.
Brand Vision: Sunlight’s Commitment to Youth Culture
According to Ashmika Chottu, Junior Brand Manager at Sunlight Laundry, the campaign reflects the brand’s mission to empower creativity and confidence through everyday connections.
“‘Raise The Bar’ is about celebrating everyday confidence, creativity, and self-expression. We want to show that Sunlight is more than a household staple — it’s a brand that celebrates young people’s potential to shine.”
Chottu explained
By activating the campaign at Back To The City, one of Africa’s biggest hip-hop festivals, Sunlight tapped directly into youth culture, uniting communities through music, art, and storytelling.
“Creativity can come from anywhere — even from something as everyday as a bar of soap. We’re using that symbol of confidence to inspire the next generation of rappers and dancers.”
she added
How to Join the Movement
Joining the challenge is simple:
- Buy a 250g Sunlight Laundry Bar.
- Register with your till slip via WhatsApp using the link in @sunlight.za bio.
- Create a 30–60 second rap or dance video using the official sound and include the bar as a prop.
- Tag @sunlight.za (Instagram) and @sunlight_za (TikTok) with #RaiseTheBarWithSunlight for a chance to win your share of R1 million.
Raising the Standard for SA Hip-Hop
From the cyphers to the dance battles, Raise The Bar brought together creativity, confidence, and community in one powerful experience. At Back To The City, the message was clear: Mzansi’s next generation of artists is ready to shine — and with initiatives like this, the future of South African hip-hop and dance is brighter than ever.
#RaiseTheBarWithSunlight | #BackToTheCity | #UrbanLifestyleSA
