Research that revealed the disconnect experienced by South Africa’s urban young adults from their diverse, rich heritage, has sparked an initiative to reconnect with their roots.
This disconnect is made evident through the lyrics and meanings of traditional songs which are sung at traditional ceremonies.
The South African Breweries’ (SAB) Castle Milk Stout, affectionately known as “Inkunzi Emnyama”, introduces Afrikaraoke during September, tying with Heritage Month celebrations.
This is a flagship initiative aimed at preserving heritage and enable the “lost generation” to reconnect with their roots. The vibrant platform celebrates heritage and teaches the lyrics to sacred songs Z all whilst blending the fun of karaoke with the richness of African cultural tradition.
It is a collaboration with a professor of African traditional songs, Dr Evans Ntshivhambe. Afrikaraoke features carefully selected and composed songs that reflect the depth of our cultural heritage.
“The insight on those songs is that they are more about connecting our people and 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 Ntshivhambe.
Khwezi Vika, marketing manager at Castle Milk Stout, emphasised the fact that 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. Afrikaraoke is a platform that ensures we do not lose this important element that makes us who we are, and we also doing this to ensure we preserve our cultural songs.
“It’s an opportunity for South Africans to immerse themselves in the songs that have defined our heritage, all while enjoying the smooth, rich taste of Castle Milk Stout,” he said.
Afrikaraoke will culminate on 24 September, with Heritage Day celebrations along with a film broadcast on one of South Africa’s largest TV channels, and episodes available across digital platforms. This musical journey brings together contemporary artists and the wisdom of elders, ensuring the melodies of ancestors still resonates.
The new campaign adds to the previous:
- The Last Stories of Culture – It focused on the urgent need to preserve endangered cultural practices and educating consumers on active ways to safeguard these traditions.
- In the Clan Beats – the brand used music to emphasise the importance of clan praises, creating a powerful compilation that intertwined the voices of South Africa’s top artists with those of praise singers.
- The Ancestor’s Day campaign – It aimed to recognise and honour African spirituality, forging partnerships and advocating for its official recognition.
- Don’t Fear Black, Savour it – This bold campaign encourages open conversations around the colour, and its significance both culturally and within the brand’s identity.
