The latest iKind Media-produced music video to be released is for up-and-coming Durban-based hip hop group, Niche Fam, for the song Pretty Girl.

The group consists of rappers Insane (Clayton Inseezy Zulu) and MX (Mvelo Mx Gwambe) as well as a vocalist, San Man (Sandile Mfusi). The guys met at Aristocrats Studio while working on independent projects and quickly established Niche Fam based on similar recording experiences. The name Niche Fam was chosen because it means “a suitable role” and it summed up the group members and their music which is a fusion of diverse styles… not strictly hip hop.

Fascinated by the lifestyle and the culture of hip hop, MX started rapping at the age of 14, while San Man started singing at the age of 7 in church. The church congregation insisted his singing talent was a gift from God.

“We have been managing ourselves this whole time and recorded most of our albums. All formalities regarding Niche Fam have also been managed by us. We have been musicians, promoters, managers, designers and everything in-between by using the skills gained from what we are currently studying at university,” said MX.

San Man’s interests lie in marketing while MX and Insane focus on design.

Niche Fam uses Facebook as their major marketing tool, as well as performing at various Durban hot spots including Zulu Jazz Lounge, Moyo and Ushaka Marine World as well as prominent venues in Pietermaritzburg and KwaZulu-Natal. The group has been interviewed on popular SA radio stations including Vibe FM, Ukhozi FM and Durban Youth Radio. Niche Fam also performed at the King Zwelithini Stadium in Umlazi during the 2010 FIFA World Cup, which they regard as the highlight of their career thus far.

Niche Fam looks up to artists such as Teargas, TKZee, DJ Tira and Loc’nville because of their work ethic and the way they prove that hip hop is not only about rapping but also about portraying the challenges that people face in their daily lives.

Having established themselves in Durban, Niche Fam decided to explore Johannesburg earlier this year in a quest to broaden their horizons; sell mix tapes, network and learn about the ‘Jozi’ hip hop scene. Besides actively selling their music on the streets of Joburg, the group registered with SAMRO (Southern African Music Rights Organisation) and promoted their tracks at YFM and SABC radio.

Niche Fam debuted at number 3 on DJ C-live’s show Power Nights on radio station 5FM and enjoyed airplay on YFM for 4 weeks. The group debuted at number 9 on Sizwe’sHot 99 Hip Hop chart and have received airplay for 3 weeks at number 7. They debuted at number 3 on Vibe FM before powering to the number 1 spot within days. The group has also been featured on SABC 1’s Ses’khona.

NICHE FAM – Pretty Girl Music Video



Matt Nefdt


Matt Nefdt


Matt Nefdt

Production Assistant

Marcus Hebbelmann