‘We sing when we celebrate and we celebrate through singing. I believe those songs have the power to connect our people. To glue our cultures together.’

Inkunzi Emnayma also known as Castle Milk Stout recently welcomed South Africans into Heritage Month with the spirited Afrikaroake platform.

This initiative is a collaboration between the brand, which has been very active in the South African cultural scene, Thaabe Letsie aka ‘Ntate Stunna’ and Yanga ‘Yanga Chief’ Ntshakaza.

Having found that most urban youth in South Africa do not know the songs, lyrics or meanings of traditional songs, Castle Milk Stout endeavoured to create the Afrikaraoke platform. Afrikaroake is a platform to not only celebrate African sonic heritage but also teach the lyrics to its sacred songs. 

Afrikaraoke is a union of African traditional songs and the easy-to-follow style of karaoke that creates an open and engaging opportunity to learn. Through it, there is a chance to continue passing on the stories, histories, and knowledge embedded in these songs. 

Composer and professor of Indigenous African Music at the University of Pretoria,  Dr. Evans Ntshivhambe stepped in as cultural researcher and advisor to the brand.

Seeing this as a moment of significant cultural work he highlights the importance of song in African history and its ability to unify. 

“We sing when we celebrate and we celebrate through singing. I believe those songs have the power to connect our people. To glue our cultures together”.

Castle Milk Stout Marketing Manager, Khwezi Vika, adds that this campaign is particularly important for, “preserving those songs and carrying [them] into future generations” as well as “ensuring we express the importance of these traditional songs”.

The campaign’s launch event in Johannesburg saw people of different cultures fill the space with vibrant colours and exciting conversations. This was a dynamic exchange of cultures, ideas, and histories that celebrated the diversity of South African traditions.

Adorned in intricate beadwork and bold prints, the guests enjoyed the host of the day ‘Smash’ Afrika Mdutyula. Mdutyula, a South African multi-creative, spoke on the importance of this platform to “remind [us about] the importance of heritage and culture”.

Mdutyula was joined for a conversation by Vika, ‘Ntate Stunna’— the Sotho musical sensation who is keeping ‘Sesotho Fashioneng’, and Eastern Cape’s very own ‘Yanga Chief’. 

When asked how he blends the sounds of Hip-Hop with the sounds of traditional isiXhosa sonics, Yanga Chief explained, “I don’t need to blend it, I just need to juxtapose it. I need to be uncompromising on who I am and the things that I like and let the beat be uncompromisingly Hip-Hop or whatever it wants to be.”

Ntate Stunna’s music is a blend of Hip-Hop and Famo, a popular style of Sesotho music. In expressing the expansiveness and adaptability of African sonics he says, “Tshepe is a fusion of Famo and the modern sound. It will always be a fusion of Famo and what’s in. If today it’s EDM, then it’s Famo and EDM. If it’s Amapiano then it’s Famo and Amapiano”. 

When the moment finally arrived, Smash Afrika was the first to grace the karaoke stage and was buoyed by the voices in the room. His act was followed by Yanga Chief and Ntate Stunna, after which the floor was open to all. The afternoon was a true party to come together and celebrate community, heritage, and music.  

Ntate Stunna and Yanga Chief’s collaboration with the brand culminates in a personal look into their cultures and heritage. We got a snippet of an upcoming documentary series following both artists returning to their respective homes. The doccie series will give viewers a glimpse into their time back at home and their respective cultural resets. We will journey with them as they expand their knowledge of the songs and sounds of their traditions. 

Alongside this documentary series, which is set to formally launch on Heritage Day (24 September), Castle Milk Stout has created several ways to contribute and engage. You can use #afrikaraoke #castlemilkstout or go to the website to find more information about this platform.

This initiative is a moment to make our cultures fashionable and accessible while doing the enduring work of preserving our histories and traditions for generations to come. 

Nounouche Contributor: Toby iMpendulo kaNgomane