Do you know your Clan Praise?
Castle Milk Stout challenges people to retain a balance between the demands of a modern life while embracing their African-ness, encouraging Africans to reflect on their origins through clan praises, using music as a platform to drive the importance of clan praises and embracing one’s culture and heritage.
Knowing your past is the key to understanding your present, as we celebrate Heritage Month, following the success of their ‘Get it Back’ campaign last year, once again this year, Castle Milk Stout challenges people to retain a balance between the demands of a modern life while embracing their African-ness, encouraging Africans to reflect on their origins through clan praises, using music as a platform to drive the importance of clan praises and embracing one’s culture and heritage.
The brand has introduced a one of a kind musical creation named, ‘Clan Beat’ an “Extended Play” (EP) which tells a story and showcases how Africa’s heritage is celebrated through the personal journeys of South Africa’s finest artists, namely: 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.
Produced by sensational music producer, DJ Maphorisa, the Clan Beats EP is set to paint Mzansi’s streets in vibrant hues of different musical genres, while inspiring Africans to celebrate their roots and their heritage.
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 the 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 a modern society.
Being one of the few young people who still embrace their African-ness and where they come from ‘Mama ka Bafana’ singer, Nelisiwe Sibiya said that she doesn’t wait for heritage month to celebrate her heritage.
“Usually, before I perform, I start with my clan praise just to remind myself where I come from and I am always in my African attire because I firmly believe that heritage should be celebrated every day, I don’t have to wait for a specific month,” Sibiya proudly said.
Proudly Venda Hulisani Ravele said that the journey has given her the platform to learn about her culture, to go and find her roots.
“This has been an amazing journey as it has strengthened my curiosity about where I come from. I had to go back home, to ask about these clan praises, to actually find out where I really come from as an African,” she said.
“I also think that wearing your African attire shouldn’t be reserved for those ‘special occasion’ such as weddings, we should be able to walk into our workplaces in these African attires without anyone asking ‘What’s the occasion?’,” she added.
Gogo Dineo Ndlanzi said that she is unapologetic about being a traditional healer and that one of the reasons why things are not going well in some people’s lives is that they have lost touch of their roots.
Speaking at the launch, Castle Milk Stout’s Marketing Manager, Phindile Ndzekeli said: “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.”
The EP is set to be launched in Johannesburg on September 18 and will be released on Heritage Day, September 24, making it even more relevant.
Clan Praises
https://soundcloud.com/soweto-urban-news/philisiwe-chonco
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