Step into the lens of internationally acclaimed New York City photographer JBoogie (@jboogielove) as she unveils a powerful visual showcase capturing hip-hop’s raw energy, global influence, and cultural heartbeat — with a touch of beauty from around the world.
As I walk in, the room is still quiet — only a few people scattered around, taking in the space. I’m walking in with Osmic, the man who needs no introduction in South African Hip-Hop. The few who are already inside seem fascinated, their eyes darting from wall to wall as they explore the Museum. Judging by their reactions, this might be their first visit. I can tell the space is still a work in progress, but it already carries a certain magic.
It’s one of those perfect days under the sun — just three days before Back To The City Festival, the biggest Hip-Hop festival in the country. A few minutes later, the place starts to fill up. Nema is here — my brother from Limpopo (VenRap). The Butan Wear team pulls through, and my favorite rapper, Ginger Trill, walks in too. Soon, the entire industry is in the room, ready to empower themselves with whatever gems the speakers are about to drop.
Hennessy is making sure everyone’s got a bit of that “LeBron James energy” in their system — you know how the industry moves; a little drink to loosen up the mood.
And then, the spotlight turns to the star of the day — JBoogie.
For the next hour, we witness the incredible journey of one of the most respected photographers in global Hip-Hop. JBoogie takes us through her archives — showing the unforgettable moments she’s captured across 93 countries. Her storytelling is effortless and inspiring.
“When I’m here in South Africa, I love seeing different hoods. I always ask to be taken to Soweto,” she tells the crowd. “It’s so vast here — you guys have been part of Hip-Hop for so many years.”
Her connection to the culture runs deep. As she continues, she shares how she built lasting relationships with artists around the world.
“The first place I visited in South Africa was Cape Town — that was back in 2009. I met a lot of New Yorkers here in South Africa,” she says.
That statement alone reminded me of how powerful Hip-Hop truly is — a global connector that transcends geography.
I was blown away to discover that some of my favorite Hip-Hop images — shots of Wu-Tang Clan, Nas, Redman, Usher, and Busta Rhymes — were all captured by her. It’s wild to realise how much of Hip-Hop’s visual history has passed through her lens. Yet, despite her legacy, she remains grounded — humble enough to sit with us and share her story with South African Hip-Hop fans.
Photos by: @walik1
The session lasted about an hour, followed by a photo and media moment. The energy in the room was beautiful — photographers everywhere, exchanging stories and inspiration. And then there was me, an elite Hip-Hop journalist, documenting the day through words and conversations.
Of course, none of this would’ve happened without Pumla. If you’ve been around the culture, you already know — Pumla is the culture. She ensures media houses are respected and represented at moments like these.
Follow @jboogielove on all social platforms to see her extraordinary work. This wasn’t just an exhibition — it was a journey through time, told through the eyes and lens of one of Hip-Hop’s most important photographers.