Afrikaraoke campaign celebrates African heritage through songs
A new initiative combines karaoke with traditional African music to reconnect young adults with their cultural roots.
Castle Milk Stout recently launched an innovative cultural campaign, Afrikaraoke, aimed at preserving African traditional songs and reviving their significance in today’s fast-paced society.
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The campaign, revealed on September 3 at The Artistry in Sandown ahead of Heritage Month, is designed to engage young urban adults who may have lost touch with these important cultural traditions.
The focus is on the lyrics and meanings of songs performed at African ceremonies like weddings, coming-of-age events, and moments of mourning.
Prominent South African artists Yanga Chief and Ntate Stunna are at the forefront of this campaign, embarking on journeys back to their rural roots in the Eastern Cape and Free State, respectively.
Their experiences, documented in the upcoming Afrikaraoke docuseries, highlight their efforts to reconnect with their cultural heritage by learning traditional songs from their elders.
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Chief shared his pride in being part of the project, emphasising the significance of preserving his Xhosa cultural roots. Stunna, who filmed his segment in QwaQwa, echoed this sentiment, noting that the campaign serves as a powerful reminder of his heritage.
According to Khwezi Vika, marketing manager at Castle Milk Stout, Afrikaraoke aims to bridge the generational gap by using a modern, interactive approach.
“Combining karaoke with traditional songs, the campaign seeks to educate and inspire a new generation of South Africans to engage with their cultural identity.”
He said they have used a fun platform like karaoke and infused it with traditional African songs that carry deep cultural meaning.
“Through this, we hope to educate and inspire young adults to embrace traditions that are often overlooked in today’s fast-paced world.”
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