Pioneer Unit

Hip-hop has taken an epic journey around the world from its birthplace in Africa. Pioneer Unit's mission is to keep that journey alive by making innovative, politically and culturally conscious African hip-hop that is at home anywhere in the world. The label is owned and run by Damian Stephens, a London-born hip-hop veteran of more than 20 years.

Authenticity is fundamental to Pioneer Unit's philosophy. They develop artists who understand the cultural significance of representing the reality of life in South Africa. While deeply rooted in hip-hop culture, they push aesthetic boundaries, both musically and visually, defining their own genre rather than following in others’ footsteps. Their sound is influenced by a wide variety of music, everything from roots, dub and dancehall to electro, Detroit techno, dubstep, grime and naturally, the sounds of Africa. Their music is equally at home at ghetto park jams on the Cape Flats or on the world’s largest festival stages. In the short time since Pioneer Unit's inception in 2007, the label has quickly become one of the most recognisable brands in South African hip-hop, thanks to their professionalism, relevance and energy.