Tik Tok has announced a new partnership with Def Jam Africa as well as the commissioning and release of an original amapiano track from four creators.
Titled “Sisonke,” the song was released as part of the initiative for phase two of Tik Tok’s Rising Voices project, which brings together and showcases works of talents of colour in South Africa. The first phase was a success, so Tik Tok had gone ahead with the second phase, co-opting Def Jam Recordings along the way.
According to Tik Tik, which is fast becoming one of the most popular video-sharing platforms, although it founded the project, royalties from “Sisonke” will go to the artists that created the song.
Interestingly, one of the artists on the song, Thozi Music, is set to release a song through Def Jam Recordings. It remains to be seen what impact “Sisonke” will make on the music scene in South Africa. But then for Thozi Music and his pals on the song, they have already gotten a platform to advertises their talents before the world.
In the coming days, they just might move from “Rising Voices” into the voices driving the culture in South Africa. Well be here to write that story. Stay tuned if you please.