12/06/2011 01:03 pm ET

South African Music That Travels By Taxi (VIDEO)

A new video from Vice explores a unique musical style in South Africa by going straight to the source: Johannesburg cab drivers who popularized the house music known as Kwaito.

Developed in the '90s -- long before YouTube and SoundCloud made sharing music effortless -- artists spread the word about their tracks by handing out demo tapes to Jo'burg's ubiquitous cab drivers. These days, passengers pick their driver based on how good his music might be. It's all part of the ride: van cabs here are tricked out with multiple speakers and rumbling subwoofers under the seats.

As one Kwaito artist says: "Taxi drivers know how to pump a song."