An easy rhythm of traffic hustles along both lanes of Sir Lowry Road at noon on a Friday in the suburb of Woodstock in Cape Town. Fresh air hits one’s nasal courtesy of calming winds only majestically visible from above as masses of cloud cover curtains down the slopes of Devils Peak. Touch it, walk it. There’s a vibe. The suburb is ripe with an ever-present aura of art from malls to restaurants, furniture stores, fashion boutiques, galleries and antique stores. In certain sections walls aren’t even exempt from artistic expression with some streets boasting an impressive and spectacular range of murals and graffiti graciously embraced by the community at large of a reasonably new hip and trendy facet outlining the inner-city suburb’s livelihood. Fun fact: In the late 1800’s the South African Glass Company Ltd began in Woodstock and were the first manufacturers of glass in the country. There is a rich amount of history and urban beauty to be observed where for the most part commuters display genuine smiles. Excited and relieved they’re anticipating the weekend.
I’m in an elevator making my way up to the fourth floor in Buchanan Square to meet Celestè Mitchell. She’s well known as being legendary Hip Hop scratchologist DJ Ready D’s former Good Hope FM co-presenter but had since moved on to pursue her dream as the founder and CEO of Rebelution Music and Media, her very own multimedia ‘one stop shop’ as she calls it. Upon exiting the lift, I turn to my right on hearing voices and where a smothered boom bap beat plays out behind closed studio doors. The main entrance stands open and standing in a strong straight posture I find Celestè ready to greet me. Her hair’s up in signature Chinese Street Fighter Chun Li fashion and she’s wearing a long sleeve black poloneck top in black leggings with a faded blue oversized sleeveless denim jacket, blue denim legwarmers and transparent heels. She explains they’re working on Y?GEN’s Mr Heinz music video and introduces me to frequent collaborator SAFTA (South African Film Television Awards) nominee and 9898 Media founder Geoff Hookins who soon after sits down head deep feverishly busy behind his laptop and joins in on our interview. You can bet whatever he’s up to, it’s going to be amazing.
‘So, I just need to clarify. We started out as a record label and then grew into a Multimedia production company. The record label is now just a small piece and it’s no longer our main focus. It can be very difficult when artists don’t know the business and the value as to what they’re getting. You’re getting backing from a professional team. Between all of us we have 30 years experience collectively and it ranges from audio to visual production, marketing and admin. I’m trying to bring quality within the Cape Town Hip Hop industry. We need to have pride in what we do. It’s everything. The way you look, your mindset, the way you interact with people. It’s not just about the music. There’s so much that goes into being successful as an artist. I want Cape Town artists to be known on international stages.’
She’s not overselling it and holds every step of her journey close at heart. The earliest of which include hosting events at Killarney International Raceway in Table View. ‘I was into street racing and with Hip Hop it went so well together. I was asked by management who knew me as a Hip Hop fan and offered me space. I was like sure. Let me do this! The circles that I’d been moving in once I really got into street racing opened up doors for me for local artists. At the time (2008) there were no real stages that they could be on for large audiences. A lot of people assisted me, and I had my first event, and it was amazing. My events later got me an interview with Good Hope FM and Ready D’. Celestè speaks very highly of her experiences on the airwaves on one of Cape Town’s prominent commercial radio stations and similarly so of her mentor. ‘I wouldn’t call myself religious but I’m very spiritual. Through my spirituality I’m finding God which is beautiful. I recently realized that I’ve been chasing more. Chasing this dream, this goal and vision that I had for myself, but I’ve lived my dream already. I was a radio presenter for nine years working alongside one of the greatest living, breathing icons in Hip Hop. I’m so grateful. That role is literally the reason why I am the Celestè I am today. If there’s one thing I learnt from Ready D, its humility is key. He’s one of the most centered and humble human beings I’ve ever met in my life.’
Celestè speaks to me about being a woman in Hip Hop and likens herself somewhat to the story of Sylvia Robinson of Harlem in the USA who had built the very first rap label despite not being a rapper and having found The Sugar Hill Gang. Celestè explains it was all about the music even prior to her time in radio as she held a 9-5 as a sales representative for approximately five years before deciding to make a serious power play into her passion. ‘I had that great corporate job that everybody dreams about. It really taught me how to work independently. As a rep, 80% of the time you’re alone. Your car is your office and you’re meeting different people. It also taught me how to come out of my shell and just be more outspoken. I had to learn fast to be a decision maker and be my own boss.’ Sometimes our passions overpower us and in an in-depth episode of ‘Lounging with the Permalls’, a podcast hosted by Cape Town Hip Hop enthusiasts and activist couple Garth and Candice Permall, Celestè accurately details many a time being caught up in her company car listening to music. ‘I’d literally sit there for an hour!’, she tells me laughing before changing her tone. ‘It was getting way too monotonous. Like when I started to neglect my work, I knew that I’m not …This is not something I want to do.’
She had been spending her time divided. She had her career but some evenings she’d spend a good amount of time at the studio at Good Hope FM. She ended up moving out of her mom’s place and with a roomie, found a central location to benefit her in both active spheres. It took some time and when the opportunity presented itself, she was finally ready to let go of one job for the other. ‘I worked at Good Hope for about three years for free before being offered an actual contract.’
Raised by her parents’ beach side along the Atlantic in the Southern Suburbs of the Cape Flats in Strandfontein, Celestè had been travelling back and forth from Cape Town to Johannesburg from as early as the age of seven following her parents’ divorce with her father originally from Ennerdale. ‘My upbringing is a weird story because every year I’d be in a different province. It wasn’t stable for me as a child. Every year I’d be in a different school till matric. In Johannesburg I was staying with my granny where I was the only girl and the youngest around my cousins who also stayed there. It started early for me always being more comfortable around guys rather than being around girls.’
She’s worked with an incredibly talented amount of Cape Town’s elite rappers like Kro-Barz, Cream Machine and Matthew Joyner to name just a few. She tells me she’s born under the star sign Virgo and strongly believes she’s been blessed with the gift of foresight; a trait of the Zodiac based on the reality that one’s reward comes into fruition more so as a result of meticulous planning and hard work. ‘Call it a gift. Whatever. That’s how I knew Youngsta (Cpt) was going to be one of Cape Town’s biggest artists. I met him in 2009/2010. He’d just finished school. He was still finding his way. I met him when he was recording his very first mixtape. I always encouraged him to keep going. I had his back. People hated me for that. People couldn’t understand. Who was this young kid and why was I supporting him? Look at him now.’
We intimately discuss the present climate of Hip Hop and its expansion in the Western Cape with Cape Town being its birthplace in the country. She fondly recalls particular suburbs exploding with rappers and all the accompanying elements before reaffirming her stance. ‘I want to do my part in growing Cape Town Hip Hop and assist artists. Hip Hop has always been my passion and uplifting local Hip Hop has always been something that I’ve been very serious about. That’s at the forefront of my passion. I’m strengthening my links nationally and internationally as well. Like I still keep in touch with (Dreamville artist) Bas and his brothers.’ Indeed an auspicious occasion at Rebelution as she was overseeing studio time with Bas having recorded his verse on ‘Jozi Flows’ one of the tracks off DJ Drama and Dreamville’s compilation ‘D-day: A Gangsta Grillz Mixtape’.
The team at Rebelution also pack power behind the brand as well as in support of Cape Town’s Hip Hop landscape whether at Rebelution or externally. Case in point: DJ Juice (Carl Nicholas Alexander) a South African DMC champ, plays amongst other genres, Hip Hop on his show called ‘The Junk Yard’ on Internet radio’s MUTHA FM on Sundays if he’s not found behind a camera or travelling abroad. Alongside Juice an equally talented Jamie Forbes of Forbes Visuals shares the title of Shareholder and Creative Director under the Rebelution banner. Jamie’s worked with stars like Missy Elliot, Busta Rhymes, Biggie, Puffy, Blackstreet, Tupac and more. Celeste refers to him as the Hype Williams of South Africa.
She’s not all hard on the outside. Celestè admittedly states she’s had some issues at times being out in public spaces even though DJing at events has also been an added occupation to her repertoire outside running things at Rebelution. ‘Popular to what I do and popular belief I’m a very uncomfortable person around crowds. I have social anxiety. Some people find me awkward. It’s obvious to people sometimes. I just go silent. I have to be engaged and familiar with people.’
Celestè also shares her feelings on clout. Revered, cheered and hated on, she continues to weather her fair share. ‘There’s a lot of people in the industry that do not understand me. I’m very misunderstood. It might be from things that I’ve said online. I think my intentions are misunderstood. I constantly have this feeling that I have to keep proving myself over and over again. It’s sad. It’s exhausting and it’s sad. My greatest leg to stand on is the fact that I’ve been in the industry for so long. That’s the tower that I’ve built for myself. I’ve been here long enough to say the things that I say and if people catch feelings about it, I am so sorry don’t take it personally. Don’t be touched about it. It’s coming from a place of knowledge. It’s things that need to be said and it’s things pertaining to the industry. The fact that I create dialogue is healthy. I think there’s a lot of emotional immaturity. I mean on a professional level. I’m guilty of that too but I outgrew that. It’s one of the obstacles blocking growth. People are so filled with pride it’s toxic. I’ve worked very hard to get to where I am. I wouldn’t be where I am if I didn’t work very hard and if I wasn’t passionate about the music. That’s where it all started. My passion for the artist. So I’m taking the business back there. So now I’m investing the whole business into the artist. Which is massive.’
Cape Town’s Afrikaans Hip Hop scene still remains esoteric to some degree but with the rise of positive awareness amongst the youth and with a sufficient amount of creatives collectively championing the effort in a sustainable environment for growth, Celestè feels confident. ‘I’ve always said Hip Hop is like a pressure cooker. It’s like a melting pot and the lid is going to blow open’.
Just before making my way out, I ask to be shown around the studio where the magic gets made and on me leaving Rebelution I decide to take to the streets and explore more wall art. I’m in my thoughts and so much so I’m carrying a varying smile to smirk. I hope the expression goes unnoticed but as per most of the time I’m wearing my headphones consuming steady amounts of music. It’s the best form of camouflage but there’s no need for justification. Afterall, I’ve just met a First Lady. A dedicated entrepreneur. A heroine in Hip Hop with the Cape on her back.
Images: Kurt Adonis for Thank you for the music
Follow Celestè Mitchell and Rebelution on Instagram: @hiphopchicksa @rebelutionmusicandmedia
Geoff Hookins: @geoffhookins
Lounging with the Permalls: (episode introducing Rebelution) https://youtu.be/tBCjtfqANE8
DJ Juice: @dj_juice_cpt
Jamie Forbes: @forbes_visuals
Follow me: @kurtadonis1
Thank you for the music 