Young YGG forges ahead despite the odds

NELSON DIRENG
Correspondent | Thursday September 23, 2010 00:00

As a way of further penetrating the market, YGG has embarked on different campaigns that are expected to take the brand to new heights.

Their projects include a mixtape, entitled the Rated G Mixtape that will be released late September. The mixtape will however be sold on October 2 at the first official YGG party termed the YGG a.k.a the Rated-G Party at the Coffee Shop in Gaborone.

YGG was established in June 2009 by Karabo 'Swiss' Letsholo and Mabano 'Remy' Nyepi. The label is trademarked under Galanga formerly owned by Uyapo Letsholo, who has since handed the Galanga trademark down to the latter and the brand has grown to incorporate two more members Vincent Gabanthate and Bophelo 'BP' Loeto.

Swiss said although named Galanga, the brand is not meant exclusively for Bakalaka. He said the name YGG was motivated by the Young Gifted and Black (YGB) hip hop movement. 'The idea of YGB was so brilliant that we decided to improve and personalize the concept,' he said. Swiss said they took time conceptualizing on a design that could be attractive and relevant to contemporary fashion. 'Our first design was a circle that had a peanut in the middle but because of the connotations it carries, we decided to change it to the current design,' he said. 

Business has been doing well. 'No one has really complained about the Galanga aspect of the brand because in reality the brand does not have a clear cut definition,' said Swiss. He said the reason other labels have not endured the test of time is because they try forcing concepts on people which almost always fails. 'The difference with our brand is people with different personalities can use it define themselves. A clear example that we are not Kalanga orientated is the fact that we have not penetrated the Francistown market yet,' he said.  Swiss said they are planning on expanding their brand and going across borders in the process. In the meantime they are working on taking over the Botswana market.

So far Galanga has a fan base in Namibia and won recognition in countries such as India, Australia, and Zambia.The brand is however scheduled to officially launch early next year and thereafter a launch will be conducted in Namibia. 'We are trying to go bigger than All-Kasi who are considered giants in the local clothing industry,' said a confident Swiss. He added that YGG is like a family as they do not sell their t-shirts to people and forget them thereafter. 'Our supporters are given discounts during YGG affiliated concerts, and they are updated on the latest news on Galanga through our Facebook page,' he said.

Galanga currently has two local music groups they have endorsed, namely Hip-hop group, This Iz Africa (TIA) and Ficknanimous Pho (FNP) made up of Deejays, Unanimous One and Phuoboy.

The Rated G Mixtape is expected to feature different local artists like Apollo Diablo, Cybil Nyt, Konkrete, Sumber-T, Kidd, Lunatic, Kux and Slyfah amongst others. The mixtape was recorded and mixed at Altitude Sounds studio in Gaborone.