In the ecosystem of African music where the lines between art, commerce, and culture are actively intertwined, true artists and unique individuals are always looking for the signal in the noise. They’re crafting narratives that feel less like a corporate strategy and more like a cultural movement.
Enter Nasty C. On the precipice of releasing his most crucial chapter yet (His fifth studio album, “FREE”), he makes a pit stop. Seamlessly blending culinary and culture, the Durban lyricist collaborates with global snack titans, Doritos, for a potent new episode of their “In The Truck” series. The collaboration serves as the perfect appetizer before the album release on Friday, September 12th.
For those who know, “In The Truck” is that vibe. It’s a first-of-its-kind Fearlessly Flavourful social series that pulls South Africa’s most captivating personalities into the Doritos Loaded Truck, levelling up their snacking game while serving up everything from career passions to their unique takes on flavour. The latest installment, featuring Nasty C, is no mere promotional pitstop; it’s a genuine moment of artistic intimacy.
In this episode, he peels back the layers on “FREE’”, his first offering under his own label, Tall Racks which he founded on the basis of being the guy who takes the leap of faith to provide the services that independent artists need. Speaking on the album, Nasty C states, “My new album, ‘FREE’ is basically inspired by wanting to be free, but also just feeling very very free. Free from a lot of things that have had a hold on me, whether it’s mentally or literally.” He promises a sonic ride filled with vulnerability, introspection and club-ready anthems that define the core theme: liberation.
The real gem for the day-one fans was the exclusive preview for “Switch,” the lead single from “FREE”. The track emerges as a heartfelt anthem, a reflective ode where Nasty C muses on the family he was born into and the one he’s built for himself. It’s poignant, it’s personal, and it sets the tone for an album that promises to be his most self-actualized work yet. He also announces that he will be embarking on his Ivyson Tour very soon where he will be looking forward to performing the songs on his upcoming album.
The episode culminates with a Nasty C special Dorito snack, a hidden fun fact about himself, and a bold, off-the-dome freestyle where he weaves in inspiring lyrics from the album. His flow is a confident, effortless glide over the beat. He raps, “I won’t hate no man for being on their grind. That’s just not the vibe, that is not what I do with my time. Let that brother fly, let that brother win. Let him try. If you wonder why, it’s ‘cause his success is not a threat to mine”. The message? A potent call to celebrate the wins of those around you; a philosophy that, in his words, shows a lot of character in the person who lives by it.
The In The Truck series debuted last year, featuring personalities, popular podcasters, content creators, models and musicians to launch the brand’s bold Grilled BBQ Flavour while serving up content that’s as bold and unexpected.
“Doritos is all about encouraging consumers to be bold enough to be themselves,” commented Jaydee Newman, Brand Manager for Doritos at PepsiCo South Africa. “With ‘In The Truck’, we are taking it a step further by merging culinary cuisine with culture in partnership, telling the real stories of personalities who embody bold self-expression. We’re excited to collaborate with the boldest rapper in the game, Nasty C, on this episode and we look forward to sharing his journey and the journeys of others.”
Watch Nasty C’s In The Truck in full on the Doritos YouTube page.
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