early 1990s, as the genre was developing, the 'Kiswacentric' concept was born. Artists began to "localize" the music by addressing purely Tanzanian issues and eventually using the Swahili language, which in itself is a language with many global influences. Additionally, beats shifted from American hip hop sampling to organic synthesized beats often incorporating local beats, rhythm, and sounds. Tanzanian artists ensured that even when rapping in English, they would maintain the Swahili meanings behind their rhymes. By rapping in Swahili they were able to make the hip-hop style their own, while still "keeping it real" by the standards of American Hip-Hop. This Kiswacentric rap has continued the Swahili poetic tradition of using wordplay, puns, and rhyme to express oneself. Many artists strive to use Swahili ideas and culture in their songs and styles rather than reproducing American pop culture or gangsta rap. The choice of language played an important role in the development and local acceptance of bongo flava. Through rapping in Swahili, many new artists were able to localize hip hop, giving it "a politically charged cultural image" and providing a way to relate it with Tanzanian culture. Tanzanian rapper Dolasoul (Ahmed Dola), who studied in Nigeria and the United Kingdom, notes that rap music, particularly in Swahili, provided him "with the means to represent his people and speak about changes that can be made for ‘a better tomorrow.’" He also notes that albums produced in Swahili, with minimal English, helps to make his language more accepted internationally. The use of Swahili language in bongo flava conveys a particular message and idea to its listeners, instilling a sense of national pride and common culture. Dolasoul mentions that with his use of Swahili and minimal English, he is attempting to "give a wake up call to my people." At the same time, the employment of Swahili Rap represents an attempt to negotiate the authentic gangster projection with more traditional and local Tanzanian musical forms. Between the prominent mainstream US hip hop image of gangster rappers and increased radio and television airplay for groups from South Africa, Europe and the Congo region who project that image, Tanzanian rappers are heavily swayed toward a more raw style. While this borrowing of the authentic gangster image as represented outside of Tanzania can be interpreted as an appropriation for localizing purposes, it can also be viewed as mimicry. Since authentic gangster rap is commercially