Behind every innovative artist or brand, there’s an origin story—an inspiration that fuels the next wave of creativity. This is the essence of KFC’s Streetwise brand, which builds on the legendary taste of KFC’s Original Recipe Chicken while delivering exceptional value to a new generation. It’s also the story of South African hip-hop heavyweights Khuli Chana, Blxckie, and 25K, who continue to shape the music scene with their distinctive sound and influence.

KFC Africa’s Chief Marketing Officer, Grant Macpherson, highlights how young people today are eager to share their unique voices. “Who better to fuel that hunger than the originals who came before them?” he says.

Through the Originals Anthem and the campaign’s activations, KFC Streetwise aims to inspire young South Africans striving to make their mark through creativity and individuality. “Not many brands could authentically execute this, but KFC Streetwise is already deeply connected with young people. That makes it the perfect heart of the Original Feeds Original story,” Macpherson adds.

For Blxckie, originality thrives in collaboration. “Every artist I’ve worked with has helped me grow while keeping me authentic,” he says. “Musicians lift each other up. We push one another to be better.”

25K, who was introduced to rap by artists like DJ Mujava and Ghetto Squad, forged his own lane by rapping in S’Pitori, the distinct Pretoria dialect. “I want to be remembered for that. I want to inspire kids,” he says. “When I’m gone, I want to leave something behind that makes it easier for another artist to emerge from Pretoria.”