New DJ Maphorisa-produced EP echoes clan praises
JOBURG – In celebration of Heritage Month, Castle Milk Stout is set to use music as a platform to drive the importance of clan praises and embracing one’s culture and heritage.
In celebration of Heritage Month, Castle Milk Stout is set to use music as a platform to drive the importance of clan praises and embracing one’s culture and heritage. The aptly named Clan Beats EP is a narration which showcases how Africa’s heritage is celebrated through the personal journeys of South Africa’s finest artists.
The EP features the vocal talents of Sho Madjozi, KB Motsilanyane, Sjava and Thandiswa Mazwai whose smoothly brewed vocals make for the perfect accompaniment to the voices of praise singers, Dr Sithole, Stoan Seate, Madala Kunene and Zolani Mkiva.
The brand announced its collaboration with these culturally-rich and diverse artists who are known for their distinct sound which, like the Castle Milk Stout brand, is deeply rooted in the promotion of Africa’s rich culture. This one-of-a-kind musical creation produced by sensational music producer, DJ Maphorisa, is set to paint Mzansi’s streets in vibrant hues of different musical genres while inspiring Africans to celebrate their roots and their heritage, which ultimately shapes their identity.
Just like the Clan Beats EP, which bridges the gap between younger and older generations, the brand aims to talk to a wider audience and make room for much-needed dialogue about African culture and practices. This was showcased at a media launch where the brand announced weekly Clan Vlogs on their social media pages featuring Nelisiwe Sibiya; Wiseman Mncube; Ifani and Hulisani Ravele, who alongside Gogo Dineo; Baby Cele and Mzilikazi wa Afrika, will discuss matters of cultural practices in modern society. In addition to the Clan Beats EP and the Clan Vlogs, the Castle Milk Stout Clanopedia site is still available for consumers to register their clan praises with aim of providing reference and accessibility of clan praises for future generations.
“Following the success of the Get it Back campaign in 2018, the brand conducted research with our consumers to find out how we could assist in the preservation of African traditions. Clan Praises are viewed as an important part of our origins as Africans and play a key role in retracing our lineage. Knowing your heritage is an integral part in celebrating and forming your identity,” Castle Milk Stout’s marketing manager, Phindile Ndzekeli said.
The EP will be launched in Johannesburg on 18 of September and the EP is set to be released on Heritage Day, 24 September. Ndzekeli said the amazing artists on the Clan Beats EP were carefully selected cultural advocates who embody what the campaign is about.
“We partnered with DJ Maphorisa who has been dominating the airwaves for many years, but of greater importance is how versatile he is as an artist and producer,” said Ndzekeli.
