An award-winning rapper, Phuluso “C-Jay” Tshivhase (26), narrates his incredible musical journey on his debut album, Holy Hustle.

The vernacular rapper, who raps in Tshivenda, scooped his first ever award last December in the Tshima hip-hop category for his single track Toti.

Holy Hustle, the 17-track-album, complements his single and speaks to struggling young people, while simultaneously narrating his survival as a musician in an overcrowded musical industry. “Most people often generalise the term 'hustle', and when you tell them that you are a hustler, they often perceive you as a fugitive or someone who does illegal activities to make a living,” says C-jay.

In his opinion, hustling means standing out as a young person and doing something about his life, things that would change the manner in which people perceive rappers; therefore he named his debut album Holy Hustle.

His music describes his identity and narrates his survival while he was growing. The journey began when he was a teenager during his high school years. As a young musician, he did not have any direction and never thought that his career would prevail one day. “I never thought I would hear my music on radio. I did not have any exposure; only my family and friends listened to my music,” he said.

He suddenly became tired and stopped recording to focus on his school work.  “I was in Grade XI. Tshivenda hip-hop was not even recognised, and I did not think it would take me anywhere and I stopped,” he says.

In 2007 he went to Gauteng and began his tertiary education at the Central Johannesburg College (CJC); once there he couldn’t resist reviving his musical talent. "Every day I would think of my dream and then I would do something to make it come true," he says.

He also met with various other amateur musicians and, during their free time, they would rap. “Others were rapping in Sesotho, Setswana or Isizulu and, although I was rapping in Tshivenda, I could see how those people were responding to my music. The dream is finally becoming a reality,” he says.

C-Jay produced at least eight mixed tapes. He established a network with other Tshivenda rappers and took his music to the people through the social media. In 2008, most local community radio stations, including Jozi-FM, started to play his music and he felt his musical career was starting to take the right direction. “When Jozi-FM approached me, I didn’t have an album as I had recorded just a few songs. I remember I had to copy my songs on a disc and send them, and suddenly those songs were on the airwaves,” he adds.  

Most of his fans responded positively to his music. Although he was working alone, he sought help from his peers in the industry. He approached radio stations in Venda and in Gauteng to seek publicity and it worked for him. His first produced single earned him accolades and he believes that he will soon be shining at the SAMAs or Metro FM music awards.

After the Tshima awards, Manyisa Records and Venda Hustlers approached him and they are doing marketing and publicity for him. “When they approached me, I realised that they had seen potential, they'd seen a light in me. I will continue to produce good quality music and I will die endeavouring to ensure my music goes continental,” he says.