What we are, who we are, and what we stand for

Breaking Atomz is a Johannesburg (South Africa) based urban and per-urban lifestyle centre with specific focus on world music, food, coffee, visual art, fashion, wellness, and travel. Musically, our focus is on the alternative scene and our primary aim is to always broadcast all the admirably wonderful things that mainstream media does not (normally) broadcast. As a medium that highly appreciates and values independent thought and creativity, we regard ourselves as home to creatives that are regarded as going against the proverbial grain in their endeavours and journeys.

Although we are a world music platform and cover all facets of world music we do have a specific focus on Hip hop, Jazz, and Neo Soul. In relation to Hip hop we can say that in short, we are a collage of all the different virtuosic pieces that make Hip hop, and in particular, South African Hip hop validate its place in music history. In relation to Hip hop, our primary aim is to inform and entertain while we help break the stereotypes and perceptions that a lot of times make Hip hop and rap music the most misunderstood art forms known to man.
Hip hop is an incredibly important art form and culture but it has often been misunderstood and distorted. Breaking Atomz seeks to add value and contribute towards highlighting the virtues of Hip hop and maintaining its finest values and founding pillars that have made it one of the most influential (sub)cultures the world over. Importantly, Hip hop's social significance is beyond measure. It is a culture of vision and voice and although it has (over the years) grown, developed and taken many shapes and forms – it is fundamental that its founding values and pillars are maintained, respected, upheld, and nourished.
Breaking Atomz's aim and mission is to underscore these pertinent aspects in whatever we do and touch on. Ours is to respect, uphold and promote the principles and values that underpin the culture. We respect and honour those who came before us and the matchless contributions and sacrifices they've made. We Acknowledge with humility the debt we owe to them. We declare and confess that their toil and gains have forged what this culture is and who we are. We consider ourselves custodians of the culture. Our mission is, therefore, to inform, share, and preserve knowledge – knowledge that matters. But importantly, our mission is to recognise, respect, uphold and represent. Word is bond!
Hip Hop
Hip hop is not merely pop culture. It is more than that. Hip hop is art and culture. It is poetry and music. It is a voice and rhetoric. It is social and political science. It is commentary and a forecaster. It is identity and cultural anthropology. It is about heritage and linguistic anthropology. It is about the passing of customs from one generation to the next and is oral tradition. It is a way of life and philosophy. It is storytelling and oral tradition. It is a defining spirit, mood, ideas, and beliefs of a particular period in time and space. It is history, the present, and the future. It is life and perhaps a little more than that. For many, it is a matter of life and death. And, for many, it is salvation.


The Vault Archive Centre (“The Vault” / “The Centre”) is a memory and history centre that seeks to preserve distinguished creations, moments, and events that have contributed in some way or the other in shaping (South African) Hip hop into what it is today. The Centre is about recognising the efforts and contributions of those who have proved to be custodians of Hip hop culture and rap music’s finest values and who have respected, upheld and promoted its founding pillars. As a memory preservation and research centre for Hip hop and rap music The Vault identifies, recognises and acknowledges distinguished works by creatives who have demonstrated incisive and exceptional commentary and creativity in their works in connection with Hip hop and rap music.

Created with a desire to add value and contribute to the rich, multi-layered, and complex Hip hop heritage and tradition the Centre identifies creations that cast an unflinching, uncompromising, and unswerving gaze on the world and its realities and recognises creatives who have employed their intellectual resolve and determination to project and define the realities, conditions, and truths of our existence and our societies.
The Centre's primary aim is to honour those who have respected, upheld, and promoted Hip hop and rap music's heritage and traditions and those who have maintained and projected particular attitudes and principles and presented themselves as custodians and bastions of the culture's finest values through their historically grounded and contextualised independent critical thought, insights, and intellectual rigour. We stand behind and recognise seminal and inimitable artistic contributions that have helped validate (South African) Hip hop and rap music's place in history.
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As a custodian and keeper of, in particular, the South African Hip hop art and culture the Centre seeks to gradually build a memory collage anchored by distinguished creations, moments, and events that have helped shape and sculpt out the identity of South African Hip hop and rap music – thereby carving out a path to a sustainable future and limitless possibilities for future generations. We are driven by our passion and unswerving commitment to the things that have not happened yet.


Breaking Atomz Publishing House (BAPH) is an independent dynamic publishing house, whose focus is on Hip hop culture literature (and magazines). Due to archaic requirements associated with traditional publishing, aspirant authors of literary works relating to Hip hop and Hip hop culture have often been rejected by traditional publishing houses with their proposals or manuscripts often labelled as not fitting publishing programmes or criteria.
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