ONE SMALL SEED MAGAZINE Issue #27 Digital 02 | Page 34

There have been many developments since the
bold statements made by Parow in the 
‘Cooler
as Ekke’ track. His sponsorship list has grown to
12 companies, he has his own clothing label and
braai sauce, 
has featured in TV 
adverts, 
and he
boasts a healthy list of collaborations. His selfexpressed indifference about materialism stands
in stark contrast with his attachment to well-known
brands. However, seeing as being an artist is his
full-time job, we wouldn’t suggest that he deprive
himself of the necessary exposure required to
thrive in the ever-growing and innovative creative
industry.
Staying 'new'  a necessity  keeping ones
is
to
fans, and garnering new ones, using whatever
means necessary to strengthen your foothold. In
Parow’s case he has utilised marketing,
branding, and endorsement
deals in
order
to entice
onlookers into worshipping
his cult
of zef. His success shows that South Africa’s music
market has come to understand and accept
Parow’s stance. Do his campaigns count against
him? Can he still call himself anti-consumerist?
Jack Parow's chameleon-like moves  slip
to
comfortably into whatever inspired deal is offered
to him have not gone unnoticed. Whether
- 
Parow is  savvy businessmen-cum-entrepreneur
a
who moonlights as a rapper or not, he is making
waves in the world with his Afrikaans-influenced
rhymes. 
Making the most of his opportunities,
the living multi-brand is a force to be reckoned
with. 
Conquering critiques and maintaining a
fan base is a lot harder than it may seem, and for
that we say ‘Hos Ja’ to the zef meister.