Emtee, Sjava, Saudi and their producer Ruff were able to give trap music a South African flavor. The artists, who are currently signed to Ambitiouz Entertainment, call the sub-genre they created African Trap Music and their label African Trap Movement.

Emtee, who's credited as the originator of the genre, is a top tier South African musician with multiple awards and a platinum selling album on his 2016 debut Avery. He has since followed it with a more refined sophomore, 2017's Manando and 2019's DIY 2 EP.

Saudi dropped his debut album D.R.U.G.S Inc in 2017, and, together with Sjava, appeared on the Black Panther soundtrack curated by Kendrick Lamar and TDE.

Sjava's debut album Isina Muva (2016) sold gold, and he has been one of the country's most loved artists since then. Last year, he won the People's Choice Award International at the B.E.T Awards last year. He released his sophomore album Umqhele in 2018, and it showed maturity and revealed an artist who's growing towards himself.

ATM is not just popular among hip-hop fans, but has managed to crossover. Their uplifting and relatable vernacular lyrics and fondness for blending trap with South African genres like Afropop, maskandi, mbhaqanga and even kwaito, have ensured they resonate with the average South African.