Afrikaans pop-Sokkie singer-songwriter, Eloff, is the next recipient of Apple Music’s Up Next program, a local version of their global emerging artist platform launched early in 2021.
As the newly anointed Pris Van Potchefstroom, Eloff relishes the opportunity to be featured in South Africa’s local Up Next program, Apple Music’s artist initiative geared towards identifying and showcasing rising talent. “It is such a huge honour to be chosen as an Apple Music Up Next Artist. What a blessing and privilege. Thank you! It doesn’t matter what the weather front is like on your side, come and feel the heatwave with me with the hottest tracks, that will make you believe you are already on holiday. Stay safe and healthy rebels and choose life over fear,” he tells Apple Music.
On his new EP, Hittegolf (2022), released through Select Music and available to stream on Apple Music, Potch’s newest golden boy flexes tongue-in-cheek melodies underpinned by quirky, relatable lyrics to suit any pool party, braai or lover of Boeremusiek, spearheaded by his platinum-selling debut pop single “Johnnie Blou”, which he followed up with smash singles “Geheueverlies” and “Witblits”. By capturing the spirit and authenticity of Afrikaans culture, Eloff has endeared himself to a new generation of Afrikaans music lovers.
As the newest Up Next artist to be spotlighted in South Africa, Eloff will be featured across Apple Music’s South African Up Next playlist. The curated Up Next playlist features a dynamic class of new and emerging artists, thoughtfully hand-picked by Apple Music editors from around the world.The playlist is genre agnostic and represents a line-up of artists our global editors are passionate about and eager to expose to a larger audience.
The vast global Up Next roster of past talent includes Grammy-nominated and critically lauded talent like 6lack, Daniel Caesar, H.E.R., Greta Van Fleet, Khalid, Amy Shark, Billie Eilish, Sabrina Claudio, Sigrid, Mr Eazi, Stefflon Don, Bad Bunny, Juice WLRD, Bazzi, Jax Jones, NCT 127, Summer Walker, Tierra Whack, Dean Lewis, Pink Sweat$, Koffee, Megan Thee Stallion, Burna Boy, Clairo, Lunay, Jessie Reyez, Orville Peck, Victoria Monét, Ingrid Andress, Conan Gray, Don Toliver, Rema, BENEE, Holly Humberstone, Natanael Cano, Givēon, beabadoobee, Arlo Parks, Tate McRae, Fousheé and Tems.