Rapper Furo 4404 thinks most hip-hop music sucks

The 19-year-old musician on being bullied, refusing to fit in, finding his identity and why being yourself is more important than being cool.

Furo 4404 makes hip-hop music. He also reckons most hip-hop music sucks.

The 19-year-old South African-born, Zimbabwean-Kiwi musician knows a thing or two about going against the grain. Bullied at school for his skin colour and his music, he's since racked up more than half a million streams, sold out Auckland venues and performed in front of crowds of thousands.

His debut album, Big 40 Not The Little One, released on October 30, explores identity, belonging and growing up between cultures. For Life Advice, Furo reflects on the pressure to be cool, why being yourself matters, his faith in God and the importance of questioning everything.

What bothers you most about the world right now?

The idea that it's corny to be yourself or do things you like because you’re trying to maintain aura or stay cool. People end up not even doing things they like because they don’t want to be seen in a specific way. It rubs on to a lot of people, myself included. I think it would be better if people weren’t concerned about what people will think if they do something they like. Just do it.

What sort of people do you avoid?

People that can’t be in the same space as someone with an opposing opinion. We should still be able to work, be cool or even be friends if we disagree on things. I feel like that’s how you learn a lot as well.

What makes you want to get up in the morning?

I really want to succeed in music, life, family and just everything in general. Growing up in New Zealand, I experienced bullying because I made music or because I’m black. Out of school as well, I’ve met people that told me the music career isn’t going to work, or haven’t taken me seriously. This motivates me to get up and keep going, along with wanting to make the people that actually do believe in me proud.

How do you hold onto hope in these crazy times?

I rely on my belief in God. This helps me navigate the world, understanding right from wrong. It helps me see the bigger picture and that there’s more to it than just these crazy times.

What is the single best quality a human can have?

Love. If a human has love, they can always be prosperous in something.

What’s over-rated?

Clubs and loud music are definitely overrated.

What’s under-rated?

Movies, television series or anime. People don’t watch stuff anymore. Especially long-form things – everyone just watches TikToks and reels. I love a good binge watch.

If you could have a do-over, what would you change?

I would probably change all the time I wasted with partners. I would fully focus my efforts more on music or something to help my craft.

What brings you joy? 

The creative process: Making music, conveying an idea or something about the way I’m feeling, then attaching some form of visual music video or something.

What’s the best advice you’ve ever been given?

To trust in myself. Believe in the path and see it through.

What advice do you wish you’d never followed?

That I need to maintain a specific style to grow in this era of music. It was almost detrimental to my growth in music and the type of artist I am. I’d also say catering to one specific culture. I am part New Zealander, part Zimbabwean and South African. Displaying all those characteristics within me is best, because it makes me who I am. I can’t not be myself.

Tell us about a controversial opinion you hold.

I’d say most hip-hop and rap music actually sucks.

When you’re feeling low, what helps?

Listening to music always helps me bounce back from feeling down. It helps me relate to others and understand that people feel the same things I feel. That lifts my spirits.

In what ways is public-facing Furo different from private Furo?

I’d say public Furo is a bit anti-social. I think because growing up and going to school, having the artist image always was made fun of. In fact, I’d say this is probably apparent still now. So, I tend to be a bit anti-social when it comes to public Furo. Private Furo aka Daryl loves to debate, is a bit hardheaded, talks a lot, very curious and likes to ask the most random questions. I love learning new information and just finding things out. I think one thing I’m definitely working on is merging the two together (private and public Furo).

Give us some life advice.

My life advice would be to question things. People hear something and automatically assume it’s correct because it came from someone cool or someone they know. They then roll with it and deliver the same information to someone else. People don’t actually verify what they’ve heard. I say question things, do some research and be curious. There’s nothing wrong with that.