As he launches himself globally with his latest album Zulu Man With Some Power, Nasty C's moves are calculated and deliberate.
No I.D. changed how Nasty C viewed music. "In this exact building, actually. In that studio right there," says the South African rapper pointing in the direction of a studio at the Universal Music Group headquarters in Rosebank, north of Joburg.
"We spoke a lot about music and carrying your culture on your back in a fly way and making it your own sauce. Putting your culture out there in a way that people look at it and they want to adopt it because you said it was cool to do," continues Nasty C.
According to Nasty C, the legendary hip-hop producer used Snoop Dogg as an example to drive his point home. "He made it cool to dress cool and be fly, and do your hair as a guy. That was West Coast culture and people adopted it like it was Snoop culture," Nasty C says.
Hence Zulu Man With Some Power, the title of the Durban-born emcee's third studio album which broke the record of being the biggest pre-add for an album in South Africa and the biggest pre-add globally for a South African artist on Apple Music.
Nasty C is part of the lineage of South African artists who are recognised continentally and globally. To date, his collaborators include French Montana, Davido, Runtown, Major Lazer and a few others.