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 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.