SA: White Star launches campaign to celebrate, support musicians

The Keep Shining campaign shines a spotlight on local musicians and celebrates the contributions they have made. The campaign is the latest initiative to be developed under the banner of Shay'na Ngewhite Star (Shine with White Star), a popular music showcase and annual support programme that was launched in 2020.

“The aim of the campaign is to ensure that artists can shine brighter than ever before,” White Star marketing manager Mokhele Makhothi said. “We want to help them showcase their talent at home and abroad – and to get the recognition they deserve – by providing practical advice and resources to support their success. We want to garner more support for them and to help them unleash that South African spirit of ubuntu by celebrating each other.”

In support of this campaign, White Star has partnered with Radio 2000 to deliver the initiative to a countrywide audience.

The campaign will air on special editions of Paul Mnisi’s show, The Drive Connection, on Radio 2000 every Friday between 4pm and 5pm. Mnisi will showcase the music of some of Mzansi artists while having rich and engaging career conversations with guest artists. Among many of the legends and rising stars to be featured and celebrated each week on the show are Langa Mavuso, Ncebakazi and Simphiwe Dana who will speak about some of the successes and challenges they’ve experienced in their careers.

Makhothi added: “Music has always been vital to our culture and identity as South Africans. Now, more than ever, we need to pull together and support the people whose music enlivens our lives every single day. At White Star we believe that living your best life involves bringing together good food, good people and, of course, good music. And, after all, what would a celebration be without music? What would that tedious drive home in peak-hour traffic be without the sounds that lift our spirits and lighten our hearts?”

With harsh realities hitting the music industry over the past few years, local music support has lamentably declined. In the past three years, the music industry has also been hit hard by constrained economic conditions, which have hurt consumers and musicians already struggling to make ends meet.