Apple Music Africa has launched a YVNG & Free campaign just for South Africa, in celebration of Youth Month.
Apple Music has long had a focus on nurturing and elevating the space of up-and-coming creatives. The YVNG & FREE campaign is a prime showcasing of SA’s young and hottest artists.
As we know in South Africa, June 16th is the peak of Youth Month, honouring the young and brave from a previous generation, who fought for societal change in 1976 in what would become a hallmark in history known as the Soweto Uprising.
Music has long been tied to civic culture and reform. The events that Youth Day commemorates has been told by numerous creatives over time. Productions like Sarafina were renowned for their rhetoric of the uprising.
As publication SA Creatives puts it, “the passion of South Africa’s youth and creatives remains unchanged”.
To honour Youth Day, the Africa Now Radio host LootLove is featuring interviews and music from SA’s most inspiring artists and creatives alike on June 16.
Artists themselves have curated playlists for people to enjoy, including the work of other local artists as well as their picks from their own repertoires.
Artists include YoungstaCPT, Zoe Modiga, Elaine and SiBi as well as up-and-coming artist Blxckie.
As an added bonus, LootLove will discuss the concept of freedom in SA with a group of young creatives and artists.
Playlists feature works by local Cape Town local illustrator, Yay Abe (Russell Abrahams).
This is what the talents to be featured have had to say about youth, freedom and music, as per Apple Music.
“These songs convey freedom of expression for me. Having the courage to take the less travelled route, creatively and sonically. Doing what comes from the heart rather than what is expected of you.” – says Afrofuturist artist, Muzi of his playlist on YVNG and FREE.
Riyadh Roberts, known as YoungstaCPT—”makes it his mission to tell the untold stories of life in Cape Town,” says Apple Music. In the YVNG & FREE campaign, he “shines a light on artists who represent their identities freely, without confirming to traditional standards—including A-Reece, Costa Titch, Kay Faith, Chad Da Don and Claire Phillips.”
“They have a strong connection to their heritage and African roots, from the language to the lyrical content and the production,” says YounstaCPT. “They’re a good blend of what it looks and sounds like to be young, gifted and to fight for freedom.”
Zoë Modiga describes the “magic of her generation,” and says “we are resilient and they call us brave..our lives are a hymn that compels the universe into revolutions.” – Zoë Modiga.
“I believe that the youth of today is probably the most diverse that South Africa has seen to date,” Blxckie, one of the fasted growing trap stars says. “We have no boundaries. We no longer need to fit into a box to succeed or to ‘be someone’. I think that’s why I am able to be where I am today.” – Blxckie
“To be YVNG & FREE is to tell your story confidently, to speak unfiltered and to live out your youth unapologetically,” Valley Sixteen says. “It’s more than being reckless—it’s looking the face of adversity in the eyes and holding up your middle finger.” – Valley Sixteen
“This generation has no limits, no boundaries, and is unapologetic. It’s Africa’s stars of tomorrow reaching up today, ” says SiBi.
“I think SA’s young local talent has this amazing energy that celebrates craft and passion like no other,” Yay Abe says. “Although I am a visual artist, this playlist is definitely the audible representation of my work, and vice-versa.” – Yay Abe
Search YVNG and FREE on Apple Music to celebrate Youth Day with some local musical flare.
Picture: Apple Music