How Swoger Went From Hip-Hop Artist to South Africa's Most Exciting Hyperpop Innovator

EP374: Ever wondered how a Hip-Hop artist transitions into the vibrant world of Hyperpop? Swoger from Durban shares his remarkable journey with us, revealing how his early experiments with FL Studio and a love for audio engineering led him to embrace the pioneering sounds of Hyperpop. 

Discover how Swoger crafts music that speaks to those who feel different, using auto-tuned and distorted vocals to create a unique resonance. He talks about convincing even his Hip-Hop friends to appreciate Hyperpop and the creative process behind his music videos inspired by "Serial Experiments Lain." We look at Swoger's path to acceptance and success, focusing on the power of authenticity and innovation in making one's mark in music.

Thriving as an artist is no easy feat, especially in Durban. We discuss the hurdles Swoger has faced, from mixed reviews during high school to the gatekeeping preventing him from getting bookings. Yet, through independent shows and the power of friendships, new opportunities emerged, including performing in Joburg with PatricKxxLee. This episode underscores the importance of connections, the use of platforms like TikTok, Instagram, and YouTube for promotion, and staying positive amid challenges. 

We wrap up by offering insights and encouragement for aspiring artists seeking their own path in the industry. Stay connected with us on social media and look forward to our next exciting guest!

Explore our exclusive merch store for unique and high-quality items inspired by our podcast! From stylish t-shirts to snug beanies, there’s something for every listener. Show your support and grab your favourite merch today!

Chapters

• 0:00 Hyperpop Artist From Durban
• 9:31 Music Industry Navigation for Artists
• 17:01 Swoggle

Transcript

Nasiphi Zwane: 0:46

Do you feel like the alt kids would also enjoy some of the stuff that you make?

Swoger: 0:49

I think they would. Yeah, just because of like how different it is. I make music for all the people who feel like they're ostracized and that they're like different from people. If someone like me can make music like that and make it good, I hope that's like inspiration for someone who doesn't believe in themselves.

Nasiphi Zwane: 1:08

How's it going, ladies and gentlemen? It's Nassif Pizwani and I'm back with another episode of Sludge Underground Podcast. This week I've got a really wholesome artist for you. As I do every single week, please let the audience know who you are, bro, where you're from, and we can basically just get the show going from there.

Swoger: 1:22

Hello everyone. My name is Swoger. I'm an artist based in Durban. I make hyperpop and yeah, yeah, that's the gist of it.

Nasiphi Zwane: 1:30

I love what you said there about making hyper pop. You know that's a genre that I'm not really familiar with. So if you can just let the audience know what hyper pop is and why you sort of chose to sort of dive into it, considering that you know it's not really in our faces as much as the south african sort of audience so basically, hyper pop is a genre that was, I guess you you could say pioneered by 100 Gex.

Swoger: 1:53

The staple of the genre is like auto-tuned distorted vocals.

Nasiphi Zwane: 1:58

What sort of drove you to that sound? Because, as I said, you know a lot of these hip-hop artists or people that sort of you know do something that is similar, would opt. You know we're seeing a lot of them branch off to like Amapiano we're seeing a lot of them.

Swoger: 2:15

You to like, I'm a piano, we're seeing a lot of them, you know, sort of branch off to different genres, not hyper pop specifically. Okay, so, um, I've been making music since I was a very young kid and, um, it started off with just me like fooling around on my brother's computer because he had FL on it and I would like try to make instrumentals and whatnot. Um, eventually got to a point where, when I reached high school in the eighth grade, I was like, okay, I want to make hip hop. And I did that for a while and I was. I was all right at it.

Swoger: 2:40

I wasn't really that good, but I noticed that like I had a knack for like over-engineering vocals and like mixing them in like unconventional ways and whatnot and pushing the sound. But I noticed that the people who listen to hip-hop and whatnot, they mainly focus on your delivery and the lyrics. They're not really into the audio side of things. A while back I think it was 2020, I went down the whole rabbit hole of hyper-pop and how it was a recent genre emerging in the US and I was like, oh damn, I really like this. Let me just like make a hyperpop song as a joke and it turned out really well it was um a song about 2d anime girls.

Swoger: 3:19

The main reason why I pivoted from hip-hop to making hyperpop is that when I was making hip-hop I just I didn't really feel like I belonged to that genre. Most of the time I was like rapping about stuff that wasn't me, you know, like money and girls, but that's not me. I'm just like an awkward guy who likes making music in his bedroom and I figured that like I could portray myself that way with Hypopop.

Nasiphi Zwane: 3:44

How's the reach been for you when it comes to Hypopop, you know, have people been responding well to the sound?

Swoger: 3:49

That's actually an interesting question. At first people don't really understand it, if I'm being honest, but I guess the type of attitude that I have when I speak to people and whatnot they get interested in the genre and they start listening to it. Because even with my old group of friends that I grew up with and was making hip-hop with, when I made the transition from hip-hop to hyper-pop, they didn't really understand it but eventually I got almost all of them to start listening to hyperpop lovely yeah.

Swoger: 4:18

I'm pretty proud of myself for that. Um, the reach has been. It's actually been going pretty good compared to, like, the numbers I used to get when I made hip-hop to like now yeah.

Nasiphi Zwane: 4:29

I've gotten a lot more streams and a lot more views on my recent stuff one of the things that actually got me excited to actually do this interview with you was the link that you sent me for a music video that you actually have. It's one of the most interesting music videos that I've seen and I literally thought you were from maybe joburg or cape town when I saw that, so I was surprised when you were like I'm in durban. I'm like what you know, it's one of the keenest sort of pieces or music videos I've seen locally.

Nasiphi Zwane: 4:54

So who did you team up with for that music video? And uh, yeah, what is it about?

Swoger: 5:00

oh, okay, so um. My recent songs, including the music video um, were basically like conceptualized around serial experiment slaying yeah I do this thing where, like when I make music, I like to take themes from like things that I just like in general and try to incorporate it into the music. So with like avant-garde and excella, both of those songs are conceptualized serial experiments lane. Excella is more so like, um, there's a drug that one of the characters takes in the second episode where, like, it slows them down and whatnot okay and I wanted my song to sound like what it would be like to be on that drug and then with with Avant-Garde.

Swoger: 5:37

It has elements and themes from Serial Experiment, slaying like sounds and whatnot and even the feeling of it. I wanted my emotions to be displayed through the track, so that's why the 808s are very hard-hitting and whatnot.

Swoger: 5:49

I wanted the listener to somewhat peek into my brain and what's going on in that moment because, like it was a song about Me breaking up with my ex and it was a very toxic relationship. Yeah, it's not supposed to be pleasing to the ears, but Also it has like this harshness to it because of the distorted 808s and whatnot, and like my high-pitched vocals. At the beginning of the year I made the song and I think I made it like within a night and I knew that the song was special yeah, and when I released it.

Swoger: 6:21

I wanted it to be like something big. I couldn't just like release it without any um, you know, like promo. And then earlier this year I went to joburg for a uh programming bootcamp type thing okay, yeah and I met the person who filmed the music video.

Swoger: 6:37

What yeah yeah, and I didn't even know that he was a videographer near the end of my programming boot camp he pulled up with his camera and I was like, oh my god, this looks so clean and literally right then and there in my mind I was like I have to get a music video with this guy because what he showed me and like the things that he filmed looked really cool yeah and I'm so glad that, like you know, he was able to help me with that what is your view on?

Nasiphi Zwane: 7:03

you know, the current state of, you know, hip-hop in durban. Where would you say it is right now and how do you sort of feel about it?

Swoger: 7:07

I feel like there's a lot of gatekeeping going on with, like the artists here in durban. If one artist has an opportunity and they're like friends with other artists, they won't like necessarily go out of their way to help the other artists. They better just like reap the benefits for themselves. Um, which is like something that I'm not really big on, because I like like having a sense of community for sure and whatnot, and you know, even with like the music video and just like meeting people who like help me with stuff and whatnot.

Swoger: 7:34

Even like the genre that I make. It's like a genre for chronically online kids who are like awkward.

Nasiphi Zwane: 7:40

Yes.

Swoger: 7:40

Like me and whatnot.

Nasiphi Zwane: 7:41

Yeah.

Swoger: 7:42

And through the music that I make, I made a Discord server that has a bunch of other South African artists that also make like weird alternative music and we all just like vibe with each other. The current state of hip hop, like the music itself yes is good, okay, but the mindset that people have when it comes to the music, with egos and pride and whatnot yeah I'm I'm not really like a fan of that your music video is literally it's over a thousand now on on youtube, right?

Nasiphi Zwane: 8:08

I mean probably close to 2k, if I'm not mistaken. How do you go about making sure that a music video gets really good numbers on youtube, because yours has done it?

Swoger: 8:19

a lot of playlist pitching okay a lot and also just having artist friends that are going to support you because, like, I feel like support in, like the music industry is a very important thing.

Swoger: 8:31

Yes, and that's not to say that like, oh, all of these artists should only support me. Whenever I do get a chance, which I'm always doing it, I always support other artists because I love music and it's it's. You know, it's not like a thing where, like, I have to like prove myself, or, you know, it's mainly about the music and I love listening to music. And, regardless of who you are, if I think your music is good, I'm going to support you.

Nasiphi Zwane: 8:57

Do you feel like the alt kids would also enjoy some of the stuff that you make?

Swoger: 9:00

I think they would, just because of how different it is. I make music for all the people who feel like they're ostracized and that they're different from people and have always felt like losers, and by that what I mean is if someone like me can make music like that and make it good. I hope that's like inspiration for someone who doesn't believe in themselves but wants to do the same thing, can like look to it and be like oh damn, if you know this awkward kid over here holding the mic right now can do that, maybe I can too.

Nasiphi Zwane: 9:32

Were you doing music while you were in high school.

Swoger: 9:34

Oh yeah.

Nasiphi Zwane: 9:36

And what?

Swoger: 9:37

was the reception like um on. The reception was mixed. Near the end of high school I did get a bit better but, for a very long time in my life I just sucked at making music and I'm not gonna lie, and you know, people will come up to you and tell you that you suck and whatnot.

Swoger: 9:52

At the time I guess I didn't really know how to take constructive criticism yeah so I felt really bad about that, but it got to a point where I was like I need to get better and that's why, like when I release music right now, um, it takes a while for me to release, because I just I scrutinize everything that I make and I'm trying to, like you know, make the best thing that I could possibly make, and you know.

Nasiphi Zwane: 10:16

What is the live space? Like you know, are you getting performances. Just paint a picture for me as to what that actually looks like in your world.

Swoger: 10:23

If I'm being honest, I don't really get booked for places to perform as an artist, and it's kind of disheartening because I do have friends who I've like grown up with that also made hip-hop and also like doing their own thing right now yes, driving, and they get into spaces where they do get to perform and whatnot yeah and well, you know I've asked before, but you know, like I said before, the gatekeeping whatnot?

Swoger: 10:50

okay, they don't really like you know, want to like help other artists yes, have you ever considered making your own shows at all like? Oh yeah, we, we have, I've. I think we've done like three of our own shows around the area.

Nasiphi Zwane: 11:02

What, okay, how are those? How did you guys go about planning your own shows and how did they go? How did they work out?

Swoger: 11:08

um, it was mainly my friends. They booked our like local hall and then went around promoting it everywhere. I even created the poster and we printed them out and put them everywhere and whatnot, and it was kind of a success, I guess, for just a bunch of kids doing whatever. I don't really get booked for places here in Durban, but earlier this year I did get approached by Patrick Lee what?

Nasiphi Zwane: 11:37

To perform at Joburg. Shout out to Patrick Lee man what?

Swoger: 11:40

And at the time I was like sort of working, so I like saved up money for like a bus ticket, yeah, to go to Joburg and perform at that show. And that was actually really cool because the people who listen to Patrick Lee they're into hip-hop but also, they're pretty alt, even the way they dress. They have chokers and crazy bracelets and punk pants and whatnot. It felt so weird being in a space like that because I've never seen so many alt people in one area and on top of that they really like my music.

Nasiphi Zwane: 12:07

Who are some of your favorite artists right now?

Swoger: 12:09

Y'all had her before. Anouk is a really good artist, jacobs is also another really good artist, j-a-x-o-b-z. He makes music similar to me, but he's trying to dive more into rock. He's actually the person that produced the instrumental for Avant Garde my music video. I'd also like to thank my manager. Tossed into toy. I met him recently through my Discord server. And he's been helping me out a bunch With music and whatnot.

Swoger: 12:34

It's so weird like having people who like get streams and whatnot that also like your music yes because you get to a point where you start to realize that you know, even artists were like massive. We have millions and stuff like that. They're also normal people, yeah, and it's just like the streams and views, the perception that we have of those yeah we're like oh, maybe I can't speak to this person, whatnot, maybe they won't like me this and that, but that's not the case at all how powerful, would you say, having a discord server is?

Swoger: 13:06

that's an interesting question. I think it's pretty powerful because it gets the fans to get together and like, discuss music, but I'm not sure if it's like you know the right way to go about doing things. The discord server is important, don't get me wrong yes but we're just like mainly friends, like chilling, watching movies, talking before, like any of the music, and then the music comes afterwards. I think prioritizing like friendships and whatnot in the industry as opposed to like um, I don't know, I guess like the alternative.

Swoger: 13:36

Yes is a lot healthier and better.

Nasiphi Zwane: 13:39

And for artists, what's the best sort of you know social media platform to push their stuff?

Swoger: 13:43

Promoting your music through Reels and TikTok and YouTube Shots helps a lot.

Nasiphi Zwane: 13:47

Yeah, it's worked for a lot of people. Yeah.

Swoger: 13:49

And you just have to be like consistent with it and eventually you just have to be consistent with it and eventually you'll get your breakthrough.

Nasiphi Zwane: 13:55

Just to close off, bro, you mentioned the gatekeeping in Durban and how things are For someone who's starting out and is feeling a bit disheartened and has been on the receiving end of that gatekeeping and so on. What advice would you give them?

Swoger: 14:05

I'd suggest for them to not get disheartened by it and just proceed through their music career, moving forward with just love for everyone. Everyone. Just going out and like showing love for other artists and whatnot is a way better mentality to inhabit than like going around being like, oh, this person doesn't want me to be there and oh, this person didn't invite me to this, and because then you build a lot of resentment and like that could like bite those artists back or bite you back and it's like you know, I don't really think that's a healthy way to go about doing things.

Swoger: 14:37

Just like proceed forward, try to be as happy as you can and just compare yourself to what you were like yesterday. Don't necessarily compare yourself to other people, because that's also another way in which you can get disheartened easily.

Nasiphi Zwane: 14:51

Sweet bro, Any shout-outs, anything you want to say to the people that are watching at home.

Swoger: 14:54

Hello everyone. I'm here. This is like my first time doing something like this.

Nasiphi Zwane: 15:00

Bro, this is going to be so iconic, like if we were to look back because the blow-up is coming. I know the blow-up is coming because I saw the music video. It's going to be so iconic when the blow-up does come in, like a couple of months or like a couple of years, and you look back to that moment where you're like, hi guys, I'm here, and then next thing it's like the craziest music video and you're like going on tour and it's just insane bro. So I'm manifesting that shit for you.

Swoger: 15:25

I really hope it works out, thank you and I'm also very honored to be on this podcast. This is actually my first time. I'm stoked bro. I'm stoked.

Nasiphi Zwane: 15:32

This is your first time and I am super, you know. I'm glad that we had this conversation, I'm glad that we had you on the show and I really hope that those that are watching at home also then jump onto your music, because it's absolutely brilliant. And, yeah, for anyone who wants to get in touch with you online, you know what are the social media?

Swoger: 15:50

Instagram and Twitter, and then just Swoger everywhere else? S-w-o-g-e -R, spotify, apple Music, youtube Music, youtube, soundcloud.

Nasiphi Zwane: 16:00

What does Swoger mean?

Swoger: 16:02

Okay, so Swogger doesn't necessarily mean anything. I started off with my name being Swagger with one G, so it was S-W-A-G-E-R. And then I met some Russian dude online and we were friends for a while and he couldn't pronounce my name properly.

Swoger: 16:18

He pronounced it as Swoger instead of swagger and I was like, oh damn that has a really good ring to it so I was like, okay, I'm gonna make this my name and also like the plus side is that, when you like, go on socials and whatnot. Like Swoger is a pretty rare name so when you search it up, most likely I'm the one that shows up yes, for sure.

Nasiphi Zwane: 16:38

I did look it up and it definitely, like your YouTube video, is one of the things that pops up first. I really love that name. Swoger is the name do remember it at home for everything Sludge Underground we've got our website, www. sludgeunderground. com. We are selling merch on our store, www. sludgeunde rground. store as well, so do check that out.

Nasiphi Zwane: 16:53

And uh, yeah, it's been a really brilliant conversation with Swoger. I hope you learned a lot about about him and uh, obviously, that you do continue to follow his journey. And uh, yeah, guys, that's pretty much going to be it for this week. If you want to find me online, it's @zwane031 on all social media platforms. You're going to be back with a brand new guest for you next week, so do stay tuned. Subscribe to the youtube channel, leave a comment. Let us know what you think about swoggle and some of this stuff. Um, I think it's appropriate that we play out with just a snippet of the music video that you were talking about, even though you have seen it earlier in the show, but, uh, we'd like to play out with it again just to reassert, um, the fact that swoger is a legend, so do keep a lookout and we'll see you guys, next time. It is bye for now, thank you.