South is a record label dedicated to trap and Gen Z, conceived as a conceptual project. It takes its name from southern US hip hop, the musical genre from which trap originated.
Through live events, collaborations and a rebellious tone of voice, South aims to revolutionise the music scene, challenging prejudices and giving space to new voices.
Manifesto
Unknown Sounds
South collaborates with the non-profit organisation Una Strada to support street kids through the Unknown Sounds project. The young people record trap songs, collected in an album whose proceeds will be donated to the association. The campaign uses guerrilla marketing with song lyrics symbolically placed in the streets to give a voice to those who are often ignored.
Southremo
Hypothetically, the famous Sanremo Festival excludes the label from the selections, declaring to the press that the festival will not promote lyrics with explicit incitement to violence. In response, South will release dissing-style songs produced by its artists, incorporating words, lyrics and references to songs from past editions of the festival, which despite addressing violent themes, have nevertheless been admitted and sung.