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LISTEN: Def Jam Africa helps TikTok dip their toes in the Amapiano pool
TikTok commissioned the creation of an original Amapiano song by four Rising Voices creators produced in collaboration with Def Jam Africa.
Musicians microphone. Picture: iStock
As part of their ongoing Rising Voices programme, TikTok commissioned the creation of an original Amapiano song by four Rising Voices creators and the song is finally here.
The song, titled Thozi by Sisonke featuring Khanyisa, Sphokuhle N and PD Jokes, was produced with what TikTok calls “one of the continent’s most innovative labels”, Def Jam Recordings Africa.
Known by their TikTok handles, @thozimusic @khanyisa_jaceni, @sphokuhle_n, and @pd_jokes are the creators who were chosen to lend their talents to the song.
“While the creation of this Amapiano song was funded by TikTok, the creators will receive all royalties,” said TikTok in a statement before highlighting another one of “the big wins of the project” – an additional collaboration between Thozi Music and Def Jam Recordings Africa that will see him release his new track through the label.
“Phase two will be even bigger than the last one. Instead of focusing on the core group of 100 creators, TikTok encourages the wider creator community and its users from all types of backgrounds to engage and get involved in the creation of content while promoting togetherness,” said Saul Moross, User Operations Lead for TikTok in Africa.
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This focus on “togetherness” was actually the inspiration for the name of the song and is also the driving force behind the next step in the Rising Voices incubator project’s mission to support and amplify the voices of TikTok’s diverse creator community.
The release of the song will also be tied to an in-app campaign, explained Moross.
“It consists of a TikTok Sisonke Dance Challenge, and #TikTokSisonke hashtag which features content showcasing the diverse and unique creator community which has come together on TikTok to celebrate their creative expression. The hashtag has already received over 34 million views on the app, with over 28 000 videos created.”
Amapiano is a style of house music that emerged in South Africa in 2012. Amapiano is a hybrid of deep house, jazz and lounge music characterised by synths, airy pads and wide percussive basslines.
“Def Jam Recordings Africa and our artists are embedded in youth culture and its powerful impact on society – it is paramount for us to have our ear on the pulse, actively partnering with innovators to expand opportunities for artists, creators and fans to interact on our partners’ platforms,” said Shouneez Wilhelm, Head of Label, AfroForce1 and Def Jam Recordings Africa.
“Working with TikTok #Sisonke, Thozi Music and the talented Rising Voices creators, has been inspiring. Providing our African artists with the support to showcase their incredible talent sits at the core of our label,” concluded Wilhelm.
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