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Producer Gemini Major lacing SA sneaker culture

eNCA logo eNCA 2017-09-08
WEB_PHOTO_GEMINI_MAJOR_070917: 27-year-old record producer Gemini Major emerges fashionably early into the now omnipresent South African sneaker culture. © Pictures courtesy of Index.com 27-year-old record producer Gemini Major emerges fashionably early into the now omnipresent South African sneaker culture.

JOHANNESBURG - Malawian-born record producer Benn Gilbert Kamoto, better known by his stage name Gemini Major, is famous for producing hip hop music and sharing stages with the likes of Cassper Nyovest, Anatii, Ricky Rick and several other hip hop artists.

But, he is also known for kickstarting sneaker subculture, something that is now part of Major's everyday life.

“The kids look up to a lot of musicians, most of them are wearing what they see on TV,” said Major. “They'll buy a pair of sneakers because they saw one of their favourite artists post it on social media or wearing them in a new music video. The lifestyle the cool kids are now living is highly influenced by the music culture.”

The sneaker business model has changed over the past decade and brands now rely on influencers such as Major to push products.

Major admits to living out his sneaker-driven vision vicariously through the brands on his social media accounts.

“I always find out about fresh kicks on Instagram or I use specific apps and websites to order directly,” said Major. “Technology has made it infinitely quicker to share sneaker information and to distribute across the globe. I still enjoy the culture of walking into the store and trying on a pair of sneakers but I'm also moving towards shopping online because of the wide range available, regardless of where you are in the world.”

As a producer, Major gathered inspiration off the Instagram accounts of RUN DMC and Pharrell Williams.

What was once underground street culture has turned into a mass consumer movement.

A 2017 report released by Transparency Market Research predicted the global footwear market will reach $220.2-billion and shift 10.974 million units by 2020.

Major is not the only a musician to combine history, technology, celebrity, retail, design and business into one culture, but he allows ordinary people to join him on his sneaker journey.

The FILA way 🔝🔝 #TheIndex Coming soon 🔥🔥🔥

A post shared by Rudebouy Major (@geminimaejor) on

- Contributor Khumo Pulumo

The greatest actors working today (Supplied by MSN)  Actress Terry Pheto speaks onstage at the 'Mandela: Long Walk To Freedom' Press Conference during the 2013 Toronto International Film Festival at TIFF Bell Lightbox on September 8, 2013 in Toronto, Canada. The greatest actors working today

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