SA: Producer Sovrega’s steady, story-driven craft

The Librarian from Katlehong has developed a knack for musical storytelling. Though he only produces and writes part time, being signed to Shukushukuma Entertainment, led by DJY Spetla, since 2020 allows Sovrega to receive professional structure and support for his Deep House sound, while still being able to balance his full time job. “The flexibility is what drew me to Shukushuma,” he explains. “There’s no pressure. I’m not doing music full-time, so I needed a space that understands that I’m creating because I love it, not just for profit.”

He says this structure works best for him as he feels no pressure to rush the music but he can rather produce excellent releases that he feels he can take his time with.

The process behind the vision

Sovrega often works behind the scenes, carefully selecting vocalists who can translate his musical vision into something real and relatable. But the singer's talent is not the only thing he listens out for.

“When I collaborate with an artist, it starts with their character and their voice,” he explains. “Sometimes a song needs a very soulful voice, someone who can carry the emotion properly. I don’t just feature anyone. The voice must match the feeling of the track.”

His process of creating a song relies heavily on feedback from trusted collaborators and DJs within his circle. Before releasing any material, he needs to hear how people receive it. “We organise listening sessions and also give DJs the music to play at events,” he says. “When you see how people respond, the vibe, the energy, that’s when you know the song might be ready to be released.”

This process allows him to test the emotional impact of his music in real spaces, to ensure that it connects with listeners before reaching a wider audience.

Lessons from a marketing fail

Along his journey, mistakes were made. One in particular being in 2022, when he released an EP that met his creative expectations, but he later realised that insufficient planning around marketing limited its reach.

“I released the music too soon,” he admits. “I was ready creatively, but not strategically. I didn’t think enough about marketing, and that affected how the music performed.”

Learning from this setback has been the true turning point. Today, he is more deliberate and focused on preparation and long-term planning before sharing new work with his audience.

What the future holds

Ten years from now, Sovrega hopes to be an established artist with his own fully developed record label that releases good music and nurtures raw talent. “I’d like to be known, to work with bigger artists, and to build something sustainable,” he says. “I want my music to touch people.”

He believes that persistence and presence matter above anything else, especially if you’re just coming up. “Don’t give up,” he advises. “Put yourself in spaces where people can see you. Go to events, speak to people, learn how they got where they are. Talent alone is not enough if no one hears you.”

At the heart of his journey is a deep belief that “Music isn’t just sound. It’s the heartbeat that connects us all.” A mantra that shapes both his life and his purpose.

While royalty splits is a big cause for contention in the music industry, Sovrega and Shukushukuma record label are transparent and fair in their dealings with one another, often holding meetings to agree on royalty splits before the creative process begins. In terms of protection, contracts and registrations with organisations such as SAMRO form the foundation of their operations. “We make sure artists understand what they are signing and what is expected of them,” he says. “Everyone must feel secure and respected.”

Through his passion for storytelling, Sovrega is not rushing the process, but he’s taking his time to produce and write an emotional and relatable body of work that his audience will surely appreciate.