“Roll Up” was just one of those debut singles. There was simply no ignoring it. Articulate, slickly produced and utterly irresistible, it transformed young Eastern Cape emcee Mthembeni Ndevu—better known by stage name Emtee—from new kid on the block to sipping champagne with some of the biggest players in the game. Until then he’d been handing out mixtapes self-financed through music tuition. True to his nickname, Emtee Tha Hustler, he grabbed his moment with both hands. He rolled up his sleeves and started carving out a highly successful and influential place among Mzansi’s hip-hop fraternity. Not surprisingly, his debut album Avery quickly went platinum. Today, this YFM chart-breaker racks up millions of views online and has been recognised by the Metro FM awards, SAMAs, South African Hip Hop and MTV Africa Music awards. What’s next to expect from this mogul-in-the-making? Absolutely anything, really.