Behind every innovative artist or brand there’s someone or something that inspired them – an original feeding a new original.

That’s the case for KFC’s Streetwise brand, which takes its inspiration from the iconic taste of KFC’s Original Recipe Chicken while adding bucketloads of value for a new generation. And it’s also true of Khuli Chana, Blxckie and 25K, who continue to shape the music scene with their unique sound and influence.

Now the three rappers have joined forces with KFC Streetwise for the Original Feeds Original campaign, supported by a group of “Tastemakers” who embody youth culture. Just as KFC has its signature blend of 11 herbs and spices, these are people who’ve developed a style of their own and used it to inspire themselves and others.

The campaign launches on 20 February 2025 with:

● The release on Spotify and YouTube of a new song – the Originals Anthem – written and recorded by Khuli Chana, Blxckie and 25K.

● An epic TV commercial from director Sam Coleman, featuring the rappers and Tastemakers, with the Originals Anthem as its soundtrack.

● The first packaging collaboration between KFC Streetwise and Tastemaker Sindiso Nyoni, an illustrator who has built a stellar career after being inspired by an “original” – his high school art teacher, a retired graphic designer.

Walking the walk

KFC Africa Chief Marketing Officer Grant Macpherson says it’s a time when young people are hungry to share their unique signature with the world. “Who better to feed their hunger than the originals who came before them?” he says.

“We want the Originals Anthem and all the activity around it to inspire all the young South Africans trying to make their mark through their creativity and individuality.

“Not many brands could authentically pull this off, but KFC Streetwise is already walking the walk. Young people identify with it so strongly, and that means it can be at the heart of the Original Feeds Original story and make it ring true.”

Khuli Chana says that as one of the legends of South African hip-hop, he’s passionate about inspiring new artists. “The reason I started Maftown Heights in 2009 was to help rappers from Mahikeng find their footing in Joburg with a sound and language that wasn’t mainstream at the time,” he says. “It led to great things and it’s still giving new artists a platform. I love inspiring musicians to find their original sound.”

Blxckie says his career and development has been built on collaborations, and every one of them keeps him original. “Musicians lift each other up,” he says. “They support each other and make each other better at what they do.”

25K was introduced to rap by artists such as DJ Mojava, Ghetto Squad, and old school hip-hop groups Dead Prez and Outcast, and became an original by rapping in S’Pitori, a mixed language spoken in Pretoria.
“I want to be remembered for that and I want to inspire kids,” he says. “When I’m no longer here, I want to feel like I left something that will make it easier for another kid to come out of Pretoria.”

The Tastemakers

Tastemakers who appear in the Original Feeds Original TV commercial include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skateboarders, fashion designer Ruberto Scholtz, designer and visual director Rowan Sakarombe, the Botswana Metalheads, and custom car pimper Ofentse Mphatsoe.

The commercial begins with Khuli starting to write the Originals Anthem and ends with him as the OG, welcoming Blxckie and 25K on stage and handing over the mic to them.

“It’s the story of my life and it’s the story of KFC Streetwise,” says Khuli. “Passing the mic is like passing the torch, and that’s how Original Feeds Original.”

Director Coleman says the 90-second video portrays the endless cycle of inspiration, in which each creator is galvanised by the ones before and motivates those who follow. “It’s an explosive mix of visual eye candy, entertainment, musical reward, style, and unique brand integration that instantly hijacks your attention and eyeballs,” he says. “Everything about it is engaging, surprising and fresh.”
And there’s an extra twist to the campaign, says Macpherson. “Every time someone streams the Originals Anthem, the money it earns will go to KFC Add Hope. It will be used to feed malnourished children throughout the country.

“Among the kids who benefit from Add Hope are the next generation of Khulis, Blxckies and 25Ks. So, anyone who listens to the anthem will be helping them on their way.”

Who are the Tastemakers?

• Sindiso Nyoni is Joburg illustrator, activist, street-artist and multi-disciplinary graphic designer. His work focuses on activism, identity and social justice. He uses a blend of pencil, ink, pastels, gouache, acrylic and digital media to create his distinctive street style. He appears in the Originals TV commercial putting the finishing touches to an awesome KFC Streetwise mural depicting cool young people as creators. Sindiso was inspired by an ‘original’ – his high school art teacher, a retired graphic designer.

• Sanele Qwabe is a Durban toymaker and the founder of the Kind Kid brand. He started out as a filmmaker creating animated shorts inspired by his life and culture. With toys, he found a way to make his work accessible and relatable. His inspiration comes from his childhood and those around him. A Kind Kid toy appears in the Originals TV commercial striding down the main road Godzilla-size, then lands up on Sanele’s desk in a seamless transition.

• Nailed Ntswembu – real name Naledi Thabo – is a Joburg nail artist and hair stylist. She draws inspiration from what she sees in her day-to-day adventures. She appears in the Originals TV commercial with nail clients whose hands are shown dipping into a Streetwise Bucket for 1. One of the clients sings the Originals Anthem back to Ntswembu.

• The Island Gals are a Joburg-based community and a movement embracing Africa’s female skateboarding scene. They skate in areas of the city in which many women have previously felt uncomfortable. Founder Thato Moet was inspired by a group of boys skating in Soweto. The Island Gals appear in the Originals TV commercial collecting Streetwise Bucket for 1s in a KFC drive-through.

• Ruberto Scholtz is a Windhoek fashion designer who specialises in evening wear and bridal gowns. He is inspired by his collaborators. ‘If you see someone who can do something well, why not work with them? We should really all unite and work with each other,’ he says. Ruberto made the suits Blxckie and 25K wear at the end of the Originals TV commercial as they are ushered onto the stage by Khuli Chana.

• Rowan Sakarombe is a Harare designer and visual director whose agency, Domane Studios, has worked with numerous brands. He is also the founder of fashion brand Corrōpt & Chrōma. Rowan says he is inspired by the ‘raw experiences of life around me’ and the vibrant energy, constant motion and diverse cultures of cities. As a child, he says he immersed himself in studying people he admired. Rowan appears in the Originals commercial shooting the Originals Anthem music video in the middle of a street with Khuli, Blxckie and 25K.

• Ofentse Mphatsoe is a Joburg-based car pimper who started out by customising the Toyota Tazz his father gave him in 2013. He says he is inspired by futuristic car concepts and sports-car brands like McLaren and Ferrari. ‘If I can inspire a kid to do something better than me, my purpose is fulfilled,’ he says. Ofentse appears in the Originals TV commercial working on a pimped out 1990s Toyota Corolla.

• Botswana Metalheads are known for blending heavy metal with local influences. They are also known for their leather-clad, cowboy-inspired style.