Watch the Emtee-directed and produced documentary about ATM.
South African rapper and singer Emtee and his producer Ruff started a movement when they released "Roll Up" in 2015.
"When we made 'Roll Up,' I don't think none of us thought it was gonna be this big. We knew it was a dope song, big song, but we never knew it would get us here. 'Roll Up' got us here," Emtee says as him and his Ambitiouz Entertainment label mate Saudi sit in the comfort of the bucket seats of the rapper's Mercedes Benz in a scene from the recently released ATM Documentary.
ATM (African Trap Movement) is an indie label and movement started by Emtee, one of the most prominent trap artists in South Africa.
Apart from showing the usual suspects—Emtee, Saudi, Sjava and Ruff—the documentary introduces us to other faces that are part of ATM, up-and-coming artists, fashion designers and the label's manager.
The documentary, which was directed by Emtee himself, and shot and edited by Mmuso R. Mafisa, follows the crew on the road, at shows and studio sessions. The artists explain what trap means to them, how they made it theirs by adding African elements to pure trap music, and what they think its future is, among other insights.
There will be a new episode of the ATM Documentary every month. You can watch the first episode below. Check out some of the best ATM releases that came out this year underneath.