Rap Queens on The Rise: Holy Alpha
In this week’s segment for Rap Queens on the Rise, we caught up with Cape Town-based rapper, Holy Alpha. Born and raised in Khayelitsha, Holy Alpha started her career as a hip hop artist in 2016, where she released her first single titled, Guala. After working tirelessly on improving her sound, she followed this up with Ghost in 2020, which unexpectedly took the underground scene by surprise.
Born into a musical family, Holy Alpha has always been fascinated by music and insists that it comes down her DNA, “I grew up in a space where my Dad was a musician, so you could definitely say that music is in my DNA!” she shares.
Passionate about her craft as a Hip Hop artist, Holy Alpha is driven by the need to tell stories that are unique and authentic to her experience and upbringing in her “kasi”, Khayelitsha, Cape Town.
During our virtual sit down, Holy Alpha expresses that her determination and drive stems from knowing what she wants, “… I know what I want. And I know that I am great, and capable of achieving anything (great) when it comes to my music. I feel it inside! …”
For more on Holy Alpha’s experience as a woman in Hip Hop, career highlights and why rapping in her mother tongue is an important part of maintaining her identity, see our full interview below.
The interview has been lightly edited for the purpose of clarity and context.
Who is Holy Alpha?
Holy Alpha is Sanele Alpha Gwabe. Oh by the way, “Alpha” is actually my real name (Giggles). I am from Khayelitsha, Cape Town. I am a Hip Hop Artist!
Talk to me about how you got your start in the music industry.
My musical journey as a Hip Hop artist began in 2016, where I released my first single, Guala. Apart from that, I grew up in a space where my dad was a musician, so you could definitely say that music is in my DNA! I’ve always been intrigued by music, however, I unexpectedly fell in love with rap music. I never ever thought that I’d be doing this right now.
I noticed that you mostly rap in Xhosa, why is it so important for you to tell your story in your native language?
When I started rapping, I never rapped in my native language, IsiXhosa. I was only rapping in English, mainly because I felt like I wouldn’t be able to connect with my audience if I rapped in Xhosa. This was actually ironic, because I soon realized that I couldn’t fully express myself as an artist, I couldn’t tell the stories that I wanted to tell in English. So after much thought and realization, I decided that I wasn’t going to care about what people had to say or what they thought, but I was going to start rapping in Xhosa. This was unexpected, but this was me! I’m not going to lie though, not knowing how people would respond was actually quite overwhelming, BUT, people actually liked it! (Smiles gleefully)
You recently dropped the visuals for your single called SUBUZA ft. Redondo, talk to me through the creative process. And what was the inspiration behind the visuals for Subuza?
Shooting the music video for Subuza was honestly unexpected and hectic. We shot for two days. With the first scene, which was shot on the first day of shooting, at a Tarvan in my kasi, we never planned on using that particular venue. I wanted people from my kasi to be there whilst we shot that scene, however not many people pulled through, which was honestly very discouraging! I was so sad and so disappointed. But I just had to tell myself, “Its okay, we move”. The second day, made up for the disappointed experience during Day one. Day two was a really dope experience. I was happy. I felt like everything was coming together.
As an independent artist, what are some of the most challenging obstacles that you have come across and how did you manage to deal with these obstacles?
Generally, as women, there are so many challenged we face, on a daily basis. For example, you will meet a producer, and you need a studio to record your songs. But because you’re an independent artist and money may be tight, that producer will say,” it’s okay, you can record for free, but I am expecting something in return”. Every day is a constant struggle. So many hectic things happen, I don’t want to lie. But you just have to be strong and stand your ground! As a woman, I know what I want, and I am who I think I am! So if you think you’re going to get my cookie in return, YOU ARE MISTAKEN! YOU HAVE SOME NERVE!
Do you think this industry is accepting when it comes to up-and-coming female artists like yourself?
In terms of acceptance, I think I’m getting there. I was recently mentioned on MTV base’s Hottest MCs New Wave 2021 TV show. They did a TOP 10 countdown of the new wave artists. I was not mentioned on that Top 10 list, but I was mentioned under the “Honourable Mention Shout Out” (laughs). The next day, I woke up to so many texts from people telling me, “Yo! Did you see this? They’re talking about you!”
What inspires you to continue this journey?
To be honest with you, I know what I want. And I know that I am great, and capable of achieving anything when it comes to my music. I feel it inside! I don’t treat this (my musical journey) as a hobby. This is my bread and butter, my source of energy! And if I fail or fall I have to make sure that I pick myself up and continue moving!
What would you say are the highlights of your music career?
My career highlight is definitely being recognized and being able to work with so many well-known and talented artists in the industry. Such as Reason, Yanga Chief, Phantom Steez, Champuru, Faith just to name a few.
How do you feel about all this recognition that you are receiving?
It has honestly been a dream come true. But I still feel as though I need to work harder. I’m ready for this industry! People are expecting more from Holy Alpha, and I will continuously give the unexpected!
What is the one thing you hope to achieve/ address with your music?
I really want other Xhosa Trappers to come up and shine.
Who influences your sound?
I love Nasty C. But to be honest, I love every other too. I listen to Khanyi Mavi, she’s dope. I listen to Drake, Kendrick Lamar, but I honestly listen to everyone.
Are there any artists that you’d like to collaborate with?
Costa Titch and Ricky Rick
Do you have any advice for young girls or women who want to break into this industry?
BE YOU! Be true to yourself. Be unique and think outside of the box. Don’t fake it!
What’s next for Holy Alpha?
(Giggles) I’m slowly working on my EP. I have worked with so many people. I will be dropping my song with Reason. I cannot wait! I will also be dropping a song with Flash iKumkani, Bravo, Soul T, Flash and Bhut Legend. I will be dropping a lot of visuals!
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