Afrikaraoke, a campaign launched by Castle Milk Stout ahead of Heritage Month, is a groundbreaking cultural initiative designed to revive, celebrate and preserve African traditional songs. The campaign is based on the insight that the urban young adults of today do not know the lyrics or meaning to traditional songs, and this puts the longevity of these songs at risk and removes the significant meaning these songs play at traditional ceremonies.
To ensure that the brand reach their target audience of young adults by highlighting the importance of traditional songs, the brand initiated the artists Yanga Chief’s and Ntate Stunna’s journeys to their rural homes in Eastern Cape and Free State, where they met their elders to learn the lyrics and meaning to traditional songs. Their journey home also reflects deep connections to their cultural roots.
The Afrikaraoke Docuseries is set to premiere on SABC 1 on Heritage Day, 24 September 2024 and a repeat on Saturday 28th September.
The partnership with Yanga Chief and Ntate Stunna is central to the AfriKaraoke campaign. These artists were chosen not only for their musical talents but also for their powerful social commentary on culture, making them ideal ambassadors to bridge the gap between generations and inspire young adults to reconnect with their heritage.
Khwezi Vika, Marketing Manager at Castle Milk Stout, explained the significance of this collaboration: ‘We selected Yanga Chief and Ntate Stunna because they resonate with today’s young adults through their music and their reflections on culture. AfriKaraoke is about more than just music; it’s about highlighting the importance of learning and preserving traditional songs, and we did this by taking the artists back home, so they can learn traditional songs that define who we are.’
The AfriKaraoke campaign ingeniously combines the modern appeal of karaoke with the profound history of African ceremonial songs. ‘We’ve used a fun platform like karaoke and infused it with traditional African songs that carry deep cultural meaning,’ Vika added. ‘Through this, we hope to educate and inspire young adults to embrace traditions that are often overlooked in today’s fast-paced world.’
Through the Afrikaraoke docuseries, Ntate Stunna and Yanga Chief embark on a deeply personal journey to rediscover and learn traditional African songs. Filmed in QwaQwa, Free State and Stutterheim, Eastern Cape, the artists explore the songs performed at significant African traditional ceremonies, such as weddings, coming-of-age ceremonies, and moments of mourning. Through their unique experiences, they highlight the significance of these songs and their role in preserving African cultural identity.
Yanga Chief expressed his pride in being part of the campaign: ‘Being a part of AfriKaraoke is incredibly important to me, not just as an artist, but as someone deeply connected to my Xhosa cultural roots. I hope to inspire others to explore and celebrate their heritage.’
Ntate Stunna, whose segment of the docuseries was filmed in Qwa-Qwa, shared his personal experience: ‘Showcasing my roots was a powerful reminder of where I come from. Going home with an experienced production team like that and documenting at home was beautiful. This campaign is about preserving our identity and ensuring that the music and traditions of our ancestors are not forgotten.’
The campaign’s official launch event at The Artistry in Sandton was hosted by Smash Afrika, a vibrant radio and television personality known for his passion for music and culture. He highlighted the campaign’s cultural impact: ‘AfriKaraoke is about reviving our cultural songs and reconnecting with our roots through music. It’s a celebration of who we are and where we come from.’
As part of the AfriKaraoke campaign, Castle Milk Stout also announced a radio competition where listeners can finish the lyrics of traditional songs Africans sing at traditional ceremonies; for a chance to win cash. This competition, running alongside the docuseries, encourages South Africans to engage with their heritage in a fun and interactive way.
Vika concluded by outlining the long-term vision for AfriKaraoke: ‘We envision a future where these traditional songs are sung during key ceremonies, not just in rural areas but in urban settings too. Our goal is to make these songs accessible to all and preserve them for generations to come.’
CASTLE MILK STOUT
https://www.castlemilkstout.co.za
