‘I work too damn hard’
UPWARD: TIRA CONTINUES TO SET BAR HIGH IN MUSIC INDUSTRY
Focus is key to his success.
Being the busy man that everyone who appreciates his work knows him to be, Afrotainment boss DJ Tira asked if we could have the interview at a restaurant during the day, between his many meetings.
Intimidating as he appears, sipping on his cup of coffee, the KZN talent’s lively and friendly persona quickly emerges when he starts talking, making him less unapproachable.
“I never knew I could survive doing music for a living,” he said, making it hard to believe, judging from how prominent and well respected he is in the music industry. “Looking back, however, I realise music has always been a part of my life. From my days as a young boy, listening to radio at night and going crazy over some mixes playing, to imitating Boys to Men in high school, and then buying my first sound system while studying at University of Natal.” Although he is known for creating hits, he tries not to let this put pressure on him, explaining that focusing on the pressure will hinder his chances of creating good material.
“What’s important for me is to work hard and that means being in studio, even if I have to do that for the entire year until great material comes out. That kind of energy is the type that makes good music,” he said.
“There is a lot of jealousy out there. I love winning. I work too damn hard and my pace is incredibly fast. I think I’m just a workaholic. I love work and dedicating my time to it. I think the hardest thing for some people is that they see me everywhere.
“Some love that and some hate it. They say I think I’m the Lord. I’m dominating, but that is just me working hard because it’s tough out there.”
The star insists it’s all about making a name for himself and helping young people get into the industry, as well.
“There will never be another me, so while I’m still here, let me do what I can and kill it for generations to come so that they know that I set the bar straight up,” he said.
The house music mogul said he was aware that a lot of young people look up to him, hence his continuous attempt to keep a clean public image.
“I have fear of disrespecting my fans. I would hate to disappoint them, so I believe that alone makes me ensure that I keep my focus and remain humble, because I don’t want people reading about how Tira has fallen,” he said.
Although success means a lot to him, so does sharing it, and he says helping young people make their mark in the industry is equally vital in his journey with music. “For me, it is about helping kids from the township to realise their dreams, so that they can help their parents. I try to also advise them about money matters and how and where to invest their earnings, and seeing them flourish and noticing the positive results makes me happy.” While his many fans know that it’s always something special when Tira steps on stage, the producer/music giant says fans can expect the usual energy during his coming performance at the Ekurhuleni Easter Experience on April 1.
“I will be rocking with my team of dancers. We are getting better and better with each performance,” he said.
“Come Easter, they will see another dance they have never seen before. It will be an explosive performance as always. It will be a turn-on.”
I realise music has always been a part of my life. From my days as a young boy, listening to radio at night and going crazy over some mixes playing.
DJ Tira Afrotainment boss