PROMOTION YA BONGO FLEVA SOUTH AFRICA

Music has always been known to possess a power to unite people as it’s a universal language that knows no boundaries. Bongo Flava is East Africa’s mainstream youth culture music similarly to kwaito in South Africa.

We believe it is crucial to expose the South African audience to Bongo Flava. This can be achieved through promotion via television. We believe this plan can best be initiated through community television stations such as Cape Town TV and Soweto TV. There are a very few Bongo Flava artists currently receiving airplay on Channel O and MTV base however, these two channels are pay channels and not freely available to everyone, hence the plan to approach the community channels.

We are of the firm opinion that this plan will play a role in helping unite Africans in South Africa as well as dispelling misconceptions about African nationals living in South Africa. Exposure of Bongo Flava in South Africa will provide a better understanding that we are all the same and hopefully discourage the negative perception and misunderstandings that exists.
East African Music

Like music from every part of the world it’s influenced by various dominant genres today. Cleverly referred to as “Bongo Fleva” it incorporates all genres of music namely reggae, rap and hip hop. East African music created by the youth for the youth – reaches them through an existing pop culture but at the same time touches on issues that are relevant not only in Africa but in the world. And any song portrayed in ones mother tongue enhances the richness of that particular culture and the message. With Swahili being the most spoken language in the region it creates a platform for the musically talented to deliver a message to those who are willing to listen. And to those who are just spectators pictures would speak louder than words, this as an understanding of the message is very clear in the way the music video is created through dance and an innovative short story.

As East African author and professor Mwenda Ntarangwi aptly put it in his book entitled “East African Hip Hop, Youth Culture and Globalisation” – East African music, specifically of the hip hop genre, ‘empowers and engages youth in East Africa.’ Ntarangwi goes onto say that due to globalisation – the West has played an integral part in the development of the hip hop culture in East Africa. Where he says personal identity is synonymous with that of the American hip hop look. Despite being influenced by the West – artists from East African nations like Kenya, Uganda and Tanzania keep to their own and continue to play their part in being role models for the next generation.

PROMOTION YA BONGO FLEVA SOUTH AFRICA