World embraces authentic SA sound
Online technology pulls in new fans
SA music talent has in the past 10 years been making waves and wooing international audiences more than ever before thanks to several veterans who paved the way for the new generation.
Old hands such as Hugh Masekela, Mirriam Makeba, Busi Mhlongo, Mahotella Queens, Ladysmith Black Mambazo, Lucky Dube, Johnny Clegg and Mango Groove are among those who fall into this category.
A young generation of musicians have followed suit, breaking barriers while cementing their footprint internationally. Among these are Black Coffee, Lira, Sho Madjozi, Simphiwe Dana, Nduduzo Makhathini, Bongeziwe Mabandla, Nakhane, Master KG, Nomcebo Zikode, Nasty C, Ndlovu Youth Choir, Moonchild, Busiswa and Spoek Mathambo.
Observers believe local artists can turn the global stage into their happy hunting ground if they stick to their own sound and not copy others. And while technology initially hurt local musicians in the past 15 years, due to illegal copying of CDs by music pirates, latest internet-based technology is improving their fortunes.
The digitisation era has worked wonders for SA and Africa as a whole because music that was difficult to access can now be bought anywhere, any time online.
Lenah Mochoele, who managed the late Lucky Dube and introduced him to world stages, says international audiences were hungry for something authentic, original and unique.
“[SA artists] do not want to sound like Beyoncé or Maria Carey; they are coming up with a sound that can appeal internationally. I believe the music in the northern parts of South Africa has not been tapped into. People are looking for something different they can connect to.”
Artist and DJ, Master KG, once said he realised that the world was hungry for Limpopo music when his first song Skeleton Move reached 23-million views on YouTube, and won international accolades.
Sipho Sithole, record executive and academic, says Master KG’s second hit Jerusalema, featuring Nomcebo, has proven that the world was always waiting to respond to music that was authentic, inclusive and transcends beyond borders.
“The song Jerusalema has proven that the world will react and embrace a beautiful song, simple, melodic and rooted in one’s heritage, tradition and anchored on an amazing beat.”
Sithole says the last time the world experienced “something like this” was when the song Macarena by Los del Rio was released in 1993. The music producer says Master KG has a huge challenge which was to put a face behind the song, so that the song does not become bigger than the one who created it.
“The challenge now is to build a global brand behind the song. It’s about time that South Africa makes an impact on the global music scene. It’s been a long time coming.”
Vusi Leeuw, head of artists and repertoire department at Warner Music Records SA, says moving into the 4th Industrial Revolution has worked wonders for local talent. He says digital music consumption, especially streaming, has granted local artists broad access to global markets.
He concurs that by staying true to their roots, SA artists offer a unique sound to the world.
“There are many music styles coming from SA over the years, the latest being gqom and amapiano. Artists, producers and labels around the world are paying attention.
“SA artists will achieve global success by being true to themselves, producing great music and believing in their own sound. It is exciting to see many artists already achieving global success,” Leeuw said.