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Family Tree Records
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Family Tree Media is a South African independent record label established in 2014 by Cassper Nyovest who currently operates as the CEO.
Key Information
Departures
[edit]Tshego
[edit]On 22 March 2019, Cassper confirmed the departure of Tshego, from Family Tree, on a tweet, with a fan; Cassper tweeted "Tshego left the label almost a year ago".[1] On 6 December 2020, Tshego slammed Cassper, and dragged him out on twitter for using his music under Family Tree without paying him. In the tweet, he also wrote "Been fighting a very silent legal battle, and when I win this case on Monday the humble shit stops".[2] On 10 December 2020, Tshego won court case against Cassper Nyovest and Family Tree Records.[3]
Artists
[edit]Current acts
[edit]| Act | Year signed |
Releases under the label |
|---|---|---|
| Cassper Nyovest | 2014 | 7 |
Former acts
[edit]| Act | Year signed |
Year left |
Releases under the label |
|---|---|---|---|
| Tshego | 2016 | 2018 | — |
| Gemini Major | 2016 | 2020 | — |
| Nadia Nakai | 2016 | 2021 | 3 |
Discography
[edit]Studio albums
[edit]| Year | Artist | Album title | Album details | Certification |
|---|---|---|---|---|
| 2014 | Cassper Nyovest[4] | Tsholofelo[5] |
|
RISA: Platinum[7] |
| 2015 | Cassper Nyovest | Refiloe[8][9] |
|
RISA: Platinum[11][12] |
| 2016 | Nadia Nakai | Bragga |
|
|
| 2017 | Cassper Nyovest | Thuto[14] |
|
RISA : Platinum |
| 2018 | Cassper Nyovest | Sweet and Short[15] |
|
RISA : Platinum[16] |
| 2019 | Nadia Nakai | Nadia Naked |
|
|
| 2020 | Nadia Naked II |
|
||
| Cassper Nyovest | A.M.N (Any Minute Now) |
| ||
| 2021 | Sweet and Short 2.0 |
|
References
[edit]- ^ "Cassper Nyovest On The Departure Of Tshego From His Label 'Family Tree'". SA Hip Hop Mag. 22 March 2019. Retrieved 8 December 2021.
- ^ Mack, Stefan (6 December 2020). "Tshego slams Cassper Nyovest for using his music without paying him". Briefly. Retrieved 8 December 2021.
- ^ Mngadi, Mxolisi (10 December 2020). "Tshego wins court case against Cassper Nyovest's Family Tree". Briefly. Retrieved 8 December 2021.
- ^ "All the deets on Cassper Nyovest's new album. Obvs no AKA collab on the tracklist". Retrieved 2015-08-21.
- ^ "Cassper Nyovest announces album, Tsholofelo". Archived from the original on 2015-12-08. Retrieved 2015-08-21.
- ^ "Cassper Nyovest Surprises Fans with 67 Hours for Mandela Day - The African Hip Hop Blog". Retrieved 2015-08-21.
- ^ "Cassper's 'Tsholofelo' Goes Platinum". www.hypemagazine.co.za. Retrieved 2016-09-13.
- ^ "Cassper Nyovest - Mama I Made It (#MIMI)". notjustOk. Retrieved 2015-08-21.
- ^ "Cassper reveals 'Refiloe' album artwork". Retrieved 2015-08-21.[permanent dead link]
- ^ "Cassper Nyovest - #Refiloe Number 1 On iTunes - SA Hip Hop Mag". SA Hip Hop Mag. Retrieved 2015-11-27.Platinum
- ^ Mdaka, Rifumo (2016-07-21). platinum/ "Cassper Nyovest says Refiloe, his sophomore album, is platinum". FDBQ Music. Retrieved 2016-09-13.
{{cite web}}: Check|url=value (help) - ^ "October 31st TheDome on Twitter". Twitter. Retrieved 2015-10-25.
- ^ "Bragga - EP". iTunes. Archived from the original on November 4, 2016. Retrieved 2 November 2016.
- ^ "Cassper's Thuto album went gold on the first day". zalebs. Retrieved 2018-03-31.
- ^ "Sweet and short on iTunes". iTunes. Family Tree Records, Bridge Entertainment & Universal Music Group. Retrieved 18 September 2019.
- ^ "Rapper Cassper Nyovest's album, Sweet N Short, went Platinum within 24-hours of being released in December 2018". eNCA. 3 December 2018. Retrieved 18 September 2019.
Family Tree Records
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History
Founding and establishment
Family Tree Records was founded in 2014 in Johannesburg, South Africa, by rapper Cassper Nyovest as an independent record label specializing in hip hop, rap, and trap music.[2] Nyovest established the label shortly after achieving early breakthroughs in the South African music scene, including the viral success of his 2014 single "Doc Shebeleza."[5] As the founder and ongoing CEO, Nyovest was driven by a desire for greater creative control and ownership, having previously dealt with unfavorable industry terms that limited artists to just eight percent of record sales royalties and 50 percent of publishing income.[1] He sought full retention of his masters and earnings, stating, "I didn’t want that, I wanted 100 percent of everything."[1] The label operates under the parent company Family Tree Media and initially partnered with Universal Music Group South Africa for distribution, alongside co-label Kalawa Jazmee.[6] Its debut release was Nyovest's album Tsholofelo on July 18, 2014, which focused on the burgeoning South African hip hop scene and achieved platinum certification from the Recording Industry of South Africa (RiSA).[7]Expansion and key milestones
Following its founding by Cassper Nyovest in 2014, Family Tree Records entered a phase of significant expansion beginning in 2015, marked by key album releases and strategic artist signings that elevated its profile in the South African hip hop scene. Nyovest's sophomore album Refiloe, released in October 2015, achieved platinum certification from the Recording Industry of South Africa (RiSA) for sales exceeding 40,000 units, establishing the label's commercial viability through a blend of introspective lyricism and mainstream appeal.[8][9] The label's roster grew substantially in 2016 with the signings of rapper Nadia Nakai in February, singer Tshego around the same period, and producer Gemini Major, who joined after producing tracks for Nyovest.[1][10][11] Nakai's debut project under the label, the EP Bragga, arrived in September 2016, showcasing her confident flow and collaborations with labelmates, which helped solidify Family Tree's reputation for nurturing diverse talents in hip hop and R&B.[12][13] By 2017, Family Tree had risen to prominence as a household name in South African hip hop, bolstered by in-house production from Almotie "Alie-Keyz" Proclaim and A&R oversight from Sebastian "Bash Vision" Jameson, who curated a cohesive yet eclectic sound across genres like ragga and R&B.[1][2] Nyovest's third album Thuto, released in May 2017, further drove this growth, earning platinum status from RiSA shortly after launch and becoming the first South African hip hop project to achieve gold certification on its release day.[14][15] The label's influence peaked through continued successes, including Nyovest's 2018 album Sweet & Short, which received platinum certification from RiSA on its release day for surpassing 40,000 units sold.[16] In 2019, Nyovest announced that Family Tree would limit future signings to focus exclusively on established acts—himself and Nadia Nakai—allowing deeper investment in their careers amid the label's rising demands.[17] This strategy culminated in 2020 with Nyovest's A.M.N. (Any Minute Now), another RiSA platinum-certified release that underscored the label's sustained impact before shifting priorities.[18]Challenges and recent developments
Family Tree Records faced high-profile artist departures starting as early as 2015, marking significant challenges for the label. Rapper Chad da Don exited in August 2015, later releasing a diss track aimed at Nyovest.[1] The departures continued with producer and rapper Gemini Major, who left in March 2017 to establish his own imprint, Rudeboy Major, citing a desire for greater creative control and independence in his career trajectory.[19][20] Further exits included Tshego, who departed in 2018 amid escalating contract disputes over royalties and creative freedoms. Tshego publicly alleged that he had not received payments for his music released under the label, leading to a legal battle that culminated in a court ruling on December 10, 2020, in his favor, allowing him to reclaim royalties from his catalog.[21][22] In 2021, rapper Nadia Nakai announced her exit from Family Tree Records to launch her own label, Bragga Records, emphasizing her need for artistic independence and the ability to manage her career on her own terms.[23][24] These exits significantly reduced the label's artist roster, prompting a strategic shift toward operations centered primarily on founder Cassper Nyovest. In 2019, Nyovest explicitly stated that Family Tree would not pursue new signings, opting instead to focus exclusively on himself and the remaining artist at the time, Nadia Nakai, to avoid the complexities of managing additional talent.[17] By 2025, the label's official website, familytreeworld.co.za, appeared inactive and outdated, with no recent updates or functional content, further signaling operational contraction.[25] Recent activity has remained focused on Nyovest's projects, with releases including the single "Kusho Bani" in February 2025 and "Guess Who's Back" in July 2025 under Family Tree, distributed via an exclusive license to Universal Music (Pty) Ltd, alongside announcements for the Fill Up event in December 2025.[26][27][28] As of November 2025, the label has made no announcements regarding new artist signings or expansions.[29] These developments have been compounded by broader challenges, including the aforementioned legal battles over artist contracts, which have fueled industry speculation about the long-term viability of Family Tree Records as a multi-artist entity. Post-departure analyses have highlighted concerns over the label's ability to retain talent and sustain growth without diversification, though it continues to serve as a vehicle for Nyovest's solo endeavors.[30][1]Artists and personnel
Current artists
As of 2025, the active roster of Family Tree Records consists primarily of its founder and CEO, Cassper Nyovest, who signed with the label upon its establishment in 2014 and continues to drive its output as the central performing artist.[1] Nyovest has released seven studio albums through the label, including Tsholofelo (2014), Refiloe (2015), Thuto (2017), Sweet and Short (2018), A.M.N (Any Minute Now) (2020), Sweet and Short 2.0 (2021), and Solomon (2023), which have solidified his position as a leading figure in South African hip-hop.[31] Following the departures of several artists after 2021, Family Tree Records has operated largely as a platform for Nyovest's solo endeavors, focusing on his creative direction without additional confirmed signings.[17] This streamlined approach has allowed Nyovest to maintain full control over production and releases, emphasizing hip-hop and trap influences in his work. His most recent output includes the 2021 album Sweet and Short 2.0, which blended amapiano elements with introspective lyrics, and the 2025 single "Kusho Bani," a high-energy trap track that achieved over 300 million radio impacts in South Africa, underscoring the label's ongoing impact in the genre.[32][26][33] Nyovest's dual role as artist and executive has been pivotal, with the label previously supporting talents like Nadia Nakai before shifting to his individual projects.[17]Former artists
Nadia Nakai signed with Family Tree Records in 2016 and remained with the label until 2021.[1] During her tenure, she released three projects under the label: the EP Bragga in 2016, the debut album Nadia Naked in 2019, and its sequel Nadia Naked II in 2020.[34][35] She departed amicably that year to establish her own label, seeking greater creative autonomy.[24] Tshego joined Family Tree Records in 2016 and left in 2018 amid contract disputes.[1] He did not release any full-length albums during his time with the label, though he contributed singles such as "Hennessy."[36] In 2020, he won a legal case against the label for unpaid royalties stemming from unfair contract terms.[37] Gemini Major, a producer and rapper, was signed to Family Tree Records from 2016 to 2017.[1] He produced tracks for labelmates but did not release any solo albums during his stint.[19] He exited in 2017 to pursue independent opportunities, co-founding the label Rudeboy Major with Da L.E.S.[19] Other short-term associates included rapper Carpo, who was part of the roster around 2017 but produced no major outputs before departing, and the duo BenchMarq, who signed briefly in the label's early growth phase in 2016 without significant releases tied to Family Tree events.[1][38]Producers and executives
Family Tree Records was founded in 2014 by South African rapper Cassper Nyovest, who has served as its CEO since inception, overseeing all creative and business decisions for the independent label. The label is distributed by Universal Music Group South Africa.[2] The label's A&R responsibilities are managed by Sebastian "Bash Vision" Jameson as of 2020, who has handled artist development and signings from the outset, contributing to the label's focus on hip hop talent.[2] Among in-house producers, Almotie "Alie-Keyz" Proclaim remains active, providing ongoing contributions to Nyovest's tracks, including production on the 2023 album Solomon.[39] Former in-house producers include Tshego, who departed in 2018 and joined Universal Music Group in 2019 to seek greater creative control, and Gemini Major, who left in 2017 to pursue independent projects; both contributed to label hits prior to their exits, such as tracks on Nyovest's 2017 album Thuto.[40][30][41][42] Public information on other personnel is limited, reflecting the label's small team structure dedicated to supporting hip hop production and operations.[2]Discography
Studio albums
Family Tree Records has primarily released studio albums by its flagship artist Cassper Nyovest and rapper Nadia Nakai, emphasizing hip hop and trap influences that blend South African cultural elements with mainstream appeal. These projects have contributed to the label's reputation for commercial viability, with Nyovest's releases consistently achieving platinum status in South Africa through the Recording Industry of South Africa (RIASA). No studio albums were released by Tshego or Gemini Major during their respective tenures with the label. Cassper Nyovest's debut album Tsholofelo, released on July 18, 2014, marked the label's inaugural full-length project and explored themes of perseverance and street life in the hip hop tradition, earning platinum certification from RIASA for over 40,000 units sold. His follow-up Refiloe, dropped on October 31, 2015, delved deeper into introspective trap narratives and collaborations, also attaining platinum status. The 2017 release Thuto on May 5 shifted toward motivational anthems with trap beats, securing another platinum certification shortly after launch. Nyovest's fourth effort Sweet & Short, issued November 30, 2018, adopted a concise trap-heavy format and was certified platinum by RIASA. Later works include A.M.N. (Any Minute Now) on September 11, 2020, which maintained the artist's signature hip hop energy amid personal reflections, and the amapiano-infused sequel Sweet & Short 2.0 on June 30, 2021, expanding trap elements into dance-oriented sounds. Nyovest's seventh album Solomon, released on September 15, 2023, explored themes of reflection and authenticity in hip-hop. Nadia Nakai's initial project under the label, the EP Bragga, arrived on September 15, 2016, as a bold entry into female-led trap with braggadocious lyrics. Her debut full-length Nadia Naked followed on June 28, 2019, showcasing vulnerable hip hop storytelling and trap production. The sequel Nadia Naked II was released September 4, 2020, building on trap foundations with international features while highlighting Nakai's lyrical prowess.| Artist | Album Title | Release Date | Certification (RIASA) |
|---|---|---|---|
| Cassper Nyovest | Tsholofelo | July 18, 2014 | Platinum |
| Cassper Nyovest | Refiloe | October 31, 2015 | Platinum |
| Nadia Nakai | Bragga (EP) | September 15, 2016 | None |
| Cassper Nyovest | Thuto | May 5, 2017 | Platinum |
| Cassper Nyovest | Sweet & Short | November 30, 2018 | Platinum |
| Nadia Nakai | Nadia Naked | June 28, 2019 | None |
| Nadia Nakai | Nadia Naked II | September 4, 2020 | None |
| Cassper Nyovest | A.M.N. (Any Minute Now) | September 11, 2020 | None |
| Cassper Nyovest | Sweet & Short 2.0 | June 30, 2021 | None |
| Cassper Nyovest | Solomon | September 15, 2023 | None |