Jay Em pays tribute to Gqeberha's taxi culture with new EP "ISOTTA".
South African producer duo Jay Em are paying tribute to their hometown of Gqeberha’s vibrant culture with the release of their EP “iSOTTA”, the pair’s most personal project to date.
The seven-track musical project from the brothers, whose real names are Ruwayne and Waven Sebia, places the city’s bustling streets in the spotlight as it chronicles how the iconic Toyota Siyaya minibus taxis played a pivotal role in introducing new music to communities across Port Elizabeth and South Africa at large.
This was decades before streaming platforms and social media transformed music discovery, when music producers would specifically create music with taxi drivers in mind.
This intentional way of making music came from an understanding that if a track was popular along these taxi routes, it would quickly spread organically.
