THE DEVASTATING TRUTH OF SOUTH AFRICAN MUSIC AND SOUTH AFRICAN MUSIC INDUSTRY!
The golden era of South African music, spanning from the 90s through the late 2010s, was defined by a lyrical depth that served as the heartbeat of the nation.
The 2000s era of Zola’s "Lwandle" or the sophisticated House of Bongo Maffin, which had depth and cultural appeal much of today's sound feels hollow.
The rise of sub-genres like Gqom and the current explosion of Amapiano have introduced a worrying trend of "functional" music. We’ve moved into a space where the music is often short-lived because it lacks a narrative soul. By relying almost exclusively on the "vibe" and the hypnotic repetition of the log drum, many modern artists have abandoned the craft of songwriting.
The gritty storytelling of Kwaito, the soulful narratives of House, or the soaring melodies of Afro-dance pop, the writing carried a cultural weight that transcended language barriers. Artists like Brenda Fassie with "Vul'indlela" or Malaika with "Destiny" created anthems that moved the feet but also touched the soul.
Back in the days, even if you didn’t understand every word of the vernacular, you felt the intentionality behind the pen. The creative architecture that ensured those tracks didn’t just top charts but became part of our collective DNA.
Nowadays, music has become atmospheric rather than emotional; it’s designed to be consumed in a moment and discarded when the next viral loop arrives.
This lack of creativity in writing is a primary reason why so much local talent struggles to maintain a permanent seat at the global table. Without a story to attach to the rhythm, the music lacks the cultural longevity required to make a lasting impact beyond a seasonal trend.
[ @ArthurMafokate @mdu_masilela
@OfficialZola7 @DJFreshSA
@OskidoIBelieve @KabeloMabalane
@ZwaiBala @Mafikizolo_SA @TheoKgosinkwe @NhlanhlaMafu @thandiswamazwai @stoanito @speedy_da_gift @YvonneChakaX2 @HipHopPantsula
@SlikourOnLife @ProVerbMusic @DjMaphorisa @KabzaDeSmall_ @MAJORLEAGUEDJZ @unclewaffless @Kamo_Mphelexx @YoungStunna_RSA @mfr_souls @MrJazziQ @DBNGOGO @pabi_cooper ]
“You are not doing enough, you need to fix this because, the very thing the same thing that is lacking “complex writing” is sometimes what makes the music easier to export.
Instrumental heavy tracks bypass language barriers. However, longevity usually requires a deeper emotional hook, because without a "story" to attach to the beat, the music risks becoming background noise for a global audience only when the specific "trend" of the rhythm fades.
Please don’t embarrass yourselves and the legacy you’ve built in a time of digital steaming and Spotify stats.” 😭😭😭
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titsay
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