SA beer brand launches Clan Beats EP

The four-track EP will be available for download and streaming on all major digital music platforms on 24 September (Heritage Day). Songs that feature on the EP include: ‘Abuyile Amakhosi’ by Thandiswa Mazwai and Zolani Mkiva, ‘Ke A Phela’ by KB Motsilanyane and Stoan Seate, ‘Hi Bomba’ by Sho Madjozi and Dr Sithole and ‘Thina Asizazi’ by Sjava and Madala Kunene.

“It’s amazing to be part of Clan Beats EP by Castle Milk Stout, I was often left out in these kinds of things, and I am happy to be part of this narrative,” Sho Madjozi told Music In Africa. “Maybe on the next one they will be even more because I fill like we didn’t obviously represent every single culture, but this is a big step, and I feel happy to be part of this."

“I think while they are doing that, they mustn’t just make it look at culture as a thing for old people. I think it's good that they got me on board as a young person to show that culture is completely relevant and that it’s not just for old people but the young as well.”

BET award winner Sjava weighed in: “It's so amazing to be part of something that teaches us about culture. I hope it makes a difference in us.”

Commenting on the making of the EP, Sjava said: “They briefed us and as creatives, we did something that fits the brief. It was amazing working with Madala Kunene. There is a lot that I learned from him. Working with him was a dream come true because I know him, he is a legend, and it’s such an honour.”

Produced by DJ Maphorisa, the EP opens with ‘Abuyile Amakhosi’, an upbeat Afropop song that pays homage to the Xhosa cultural group. ‘Ke A Phela’ (loosely translated to I am alive), is the second track on the EP and narrates how being rooted in African culture is what keeps African hearts beating. On number three is ‘Hi Bomba’, an Amapiano inspired song by Sho Madjozi and Dr Sithole, which calls on the Xitsonga cultural group to embrace their colourful culture with pride. Last on the EP is ‘Thina Asizazi’, a modern maskandi track that delves on issues of identity and self-discovery.

DJ Maphorisa highlighted how the experience inspired him to retrace his roots and learn more about his heritage

“Working on a project that deals with clan praises and the celebration of culture made me want to know more about my own culture. The same can be said about the artists, Sjava for instance, he took the process seriously,” he said. “It was clear to see when he was in the studio that he did some introspection and put a lot of effort into creating this song. The same can be said about all the other artists who experienced the creation of the album differently, yet they were all passionate and meticulous in crafting this artistic representation of their respective clans. I look forward to sharing the music with the rest of Africa.”

ABInBev vice president of marketing: Africa Zone, Andrea Quaye said: “The Clan Beats EP appeals to different audiences who will be brought together by the music genres, the artists’ personal journeys, embracing diverse cultures and the coming together of generations to discuss and understand the importance culture. The EP is unique and very well composed, a true mix of the young and old coming together to connect on common ground. The music fuses clan praises, which pay homage to the past with new-age sounds that the current audience in the music scene identifies with. It synchronously creates a new sound which will show future generations how they too can celebrate their heritage.”

The Clan Beats EP is a continuation of the brand's 2018 Get it Back campaign, which encouraged Africans to retrace their roots through clan praises.

“Each track on the EP incorporates clan praises by prominent praise singers alongside the artists and uniquely features the heartbeat of the praise singer,” Castle Milk Stout team said. “The creative idea, inspired by the brand’s stance that boldly states, ‘Our heritage is our heartbeat’ is something listeners will experience through the songs, as musicians from different generations collaborate to create timeless music exploring themes related to embracing African culture.”