South African TikTok creators have released an original amapiano track commissioned by TikTok and produced by Def Jam Recordings Africa.
Earlier this year, leading entertainment platform TikTok, announced the launch of its Rising Voices incubator project in South Africa – a creator incubation program and in-app programming project open to South African creators of colour.
Following the success of the project’s first phase — On Tuesday 12 October, TikTok is proud to confirm that phase two of Rising Voices is officially underway. Introducing the next big amapiano track, TikTok Sisonke. You can listen here.
The platform commissioned the creation of an original amapiano song by four Rising Voices creators and the song was produced with one of the continent’s most innovative labels, Def Jam Recordings Africa.
The track features the unique talents of local creators including @thozimusic, ft. @khanyisa_jaceni, @sphokuhle_n, and @pd_jokes. While the creation of this song was funded by TikTok, the creators will receive all royalties.
One of the big wins of the project has been the announcement that one of the creators from the programme, Thozi Music, will release his new track through Def Jam Recordings Africa.
PHASE TWO OF RISING VOICES
Saul Moross, User Operations Lead for TikTok in Africa, explains that this is the next step in the project’s mission to support and amplify the voices of TikTok’s diverse creator community and drive the inclusive and collective message of togetherness (sisonke).
“Phase two will be even bigger than the last one. Instead of focusing on the core group of 100 creators, TikTok encourages the wider creator community and its users from all types of backgrounds to engage and get involved in the creation of content while promoting togetherness,” said Saul Moros.
With the song released on the platform, as well as all major streaming platforms, a new in-app campaign has been initiated.
“It consists of a TikTok Sisonke Dance Challenge, and #TikTokSisonke hashtag which features content showcasing the diverse and unique creator community which has come together on TikTok to celebrate their creative expression. The hashtag has already received over 34 million views on the app, with over 28 000 videos created,” continued Moros.
WATCH ‘TIKTOK SISONKE’ VIDEOS HERE
DEF JAM RECORDINGS AFRICA’S ‘EAR ON THE PULSE’
Def Jam Recordings Africa has a keen interest in youth culture and providing African artists with support to showcase their talents are the core of their label.
“Def Jam Recordings Africa and our artists are embedded in youth culture and its powerful impact on society – it is paramount for us to have our ear on the pulse, actively partnering with innovators to expand opportunities for artists, creators and fans to interact on our partners’ platforms,” said Shouneez Wilhelm, Head of Label, AfroForce1 and Def Jam Recordings Africa.
Working with TikTok #Sisonke, Thozi Music and the talented Rising Voices creators, has been inspiring. Providing our African artists with the support to showcase their incredible talent sits at the core of our label,” continued Wilhelm.
The platform seeks to support the creative ambitions of creatives from all types of backgrounds.
“More than an app challenge, this project further reiterates TikTok’s commitment to empowering creatives from all types of backgrounds. Creators in Africa have a lot to offer and TikTok is proud to be the platform that not only inspires them but also actively supports their creative ambitions. We can’t wait to see which unique talents and creative ideas the community will uncover. Together with our community, we can build something truly amazing,” concludes Moross.