SA: Elaine signs with Columbia Records

Columbia Records is owned by Sony Music Entertainment, a subsidiary of Sony Corporation of America. Elaine’s deal with Columbia coincided with the release of the ‘Risky’ video off her seven-track debut EP Elements.

“Elaine is unquestionably deserving of the recognition she’s getting for her music," Sony Music Entertainment Africa managing director Sean Watson said. "It’s not chance that got her to where she is, it's talent and hard work. We love that about her and we can’t wait to work alongside her to help share her incredible music around the globe.”

Last week, Elaine made headlines when she became the most-streamed female artist on Apple Music South Africa in 2020. The announcement was made in celebration of Women’s Month in the country.

In July, she, together with Ami Faku, were the most streamed local female artists on Spotify, and in November she became the first independent female artist in the country to reach No 1 on the Apple Music Album Charts for Elements. The certified platinum EP features ‘Changes’, which got airplay on The Joe Budden Podcast. Her other song, ‘Say It’, was featured on US radio show Ebro in The Morning.

Elaine is currently studying law at Wits University in Johannesburg. She began singing at the age of six and won a gold medal at the 2014 World Choir Games in Latvia. She credits Lauryn Hill and Beyoncé as her musical inspirations.

“I've got a completely different story to tell,” Elaine says. “I'm a representation of every African girl that doesn't want to be boxed in.”