In an era where modern urban life often overshadows age-old customs, many young South Africans are losing touch with the traditional songs that once played a central role in their cultural practices.
These songs, rich in history and meaning, are at risk of being forgotten. Recognising this, Afrikaraoke has been launched to blend the enjoyment of karaoke with a revival of these important cultural melodies.
Afrikaraoke is an innovative campaign by the local beer brand Castle Milk Stout, which is designed to reconnect South Africans with their traditional songs and cultural heritage.
Afrikaraoke is not just about singing, it is a cultural movement aimed at educating and engaging the younger generation.
The project features a selection of traditional songs, curated with the help of professor Dr. Evans Ntshivhambe, an expert in African traditional songs.
Dr. Ntshivhambe highlighted the importance of these songs in connecting people with their heritage.
"The insight I can give you for those songs is that they are more about connecting our people. They make us celebrate who we are. We love singing.
“We sing when we have problems, we sing when we celebrate, and we celebrate through singing. I believe those songs have the power to connect our people, to glue our cultures together," said Dr. Ntshivhambe.
The campaign will culminate on Heritage Day, September 24, with a special broadcast on one of South Africa’s major television channels.
This event will showcase the traditional songs through a vibrant, modern lens, ensuring they reach a wide audience. Afrikaraoke episodes will also be available online.
“Traditional songs play an integral part in African culture. Whether at a wedding, coming of age ceremony or other significant occasions, our traditional songs, accompanied by ululations, are what anchors us during ceremonies,” said Khwezi Vika, the marketing manager at Castle Milk Stout.
He said the Afrikaraoke was a platform that ensured we do not lose this important element that makes us who we are, and one that called for people to preserve their cultural songs.
“It is an opportunity for South Africans to immerse themselves in the songs that have defined our heritage,” he said.
Afrikaraoke represents the beer brands latest effort to connect people with their cultural roots in a fresh and interactive way. The platform invites all South Africans, whether they know traditional songs well or are new to them, to celebrate their heritage.
By combining karaoke with traditional music, Afrikaraoke offers a fresh approach to rediscovering the songs that define South Africa’s cultural identity.
IOL