New Kids: The Pioneers of Dutch Hip Hop

New Kids are a Dutch hip hop group that rose from the streets of Maasmechelen to become a defining force in the Netherlands' urban music scene. Their breakthrough album, New Kids, achieved platinum status in the Netherlands, cementing their place as one of the country's best-selling rap acts.

Early career

The group formed in 2005, originating from the Dutch-Limburg village of Maasmechelen. Their raw, humorous style was first captured on self-released mixtapes and viral videos, which quickly built a dedicated local following.

This grassroots success caught the attention of the indie label Top Notch, a key player in the Dutch hip hop landscape. Their early work laid the foundation for a sound that blended streetwise narratives with an undeniable, party-ready energy.

Breakthrough

The year 2011 marked their explosive breakthrough with the release of their debut studio album, simply titled New Kids. Fueled by massive singles, the album soared to the top of the Dutch charts and was certified platinum, selling over 50,000 copies.

Their success was amplified by the accompanying New Kids: Turbo film, which became a cultural phenomenon. This multi-platform approach solidified their brand and expanded their audience far beyond traditional music fans.

Key tracks

Alaaf — This carnival anthem became a nationwide party staple, showcasing their ability to craft regionally resonant hits.

Broodje Bakpao — A defining early track that encapsulated their gritty, humorous storytelling over a minimalist beat.

Fok Jou — A raw and aggressive single that highlighted their unapologetic style and connected deeply with their core audience.

Vandaag — This track demonstrated a more reflective side, adding emotional depth to their primarily high-energy catalog.

The group's momentum continued with subsequent albums like Gewoon BRUUT in 2014, which also achieved gold certification. Their collaborations have included notable Dutch artists like Lil' Kleine and Ronnie Flex, bridging generations within the local hip hop community.

Despite periods of hiatus, New Kids' influence remains potent, with their music frequently referenced in discussions of Dutch street culture. Their journey from local internet sensations to platinum-selling album artists charts a unique path in the European music industry.

Fans of the raw, narrative-driven style of New Kids should also explore other Dutch urban acts. De Jeugd Van Tegenwoordig shares a similar playful and innovative approach to Dutch-language rap. SFB delivers the same high-energy, party-starting anthems that dominate charts. Broederliefde offers comparable streetwise stories and melodic hip hop sensibilities. Sevn Alias represents the next generation of gritty, authentic Dutch rap music.

The music of New Kids maintains a strong presence on radio, particularly on Dutch urban and contemporary hit FM stations. Their classic hits are regularly featured on throwback playlists and specialty hip hop programs across various online radio streams, ensuring their sound reaches both loyal fans and new listeners.

You can hear the pioneering Dutch hip hop of New Kids on radio stations featured on our website. Explore the stations available on onairium.com to discover their iconic tracks and feel the energy that made them a platinum-selling phenomenon.