Black Coffee Was Criticised By South Africans For His Grammy Winning Album Subconsciously.. Internationally acclaimed producer Black Coffee has revealed that he was criticised by South Africans when he released his album, Subconsciously.
The album won a Grammy award in the best electronic/dance album in Las Vegas on Sunday, trouncing ILLENIUM, Major Lazer, Marshmello, Sylvan Esso and Ten City. The album has star-studded co-signs from Pharrell Williams, David Guetta, Diplo, RY-X and Sun ElMusician.
Speaking at a press conference on Tuesday evening at OR Tambo International Airport after touching down from the United States, Black Coffee said he was intentional about the sound.
“With this particular album I was very intentional about what the end goal was. I received so much backlash from locals about how international the album sounded, which was something I was ready for, but I knew I wanted to sound that way and going back to filling your cup first, I knew I was happy with the album without anyone telling me otherwise.
“In the past we’ve seen African artists always categorised among each other, even in the biggest awards in the world. There will be an African world music and we always are grouped and always compete against each other. Even in Hollywood, you fly all the way to compete with Burna Boy and that creates so much disadvantage for us because we also deserve a world stage.
“We also want to compete with the best because that’s how we can be better. I was intentional about doing this album, fighting for that spot, so anything negative that was coming that ‘Black Coffee has changed, we are not the target market and he’s making music for white people’ because the song with David Guetta was playing in certain radio stations, I didn’t care because I don’t make music for one person. I make music for all kinds of people and getting the nomination was the first tick and even better that it was in global recognition with the people doing what I’m doing globally.”