As a long-standing ally of South African music, White Star, South Africa’s favourite maize meal brand, returns to collaborate with the South African music industry to keep the beat alive. With large public events and gatherings – including concerts and gigs – still prohibited, local musicians have limited opportunities to perform.
Recent news highlight the fact that many artists, particularly young and emerging artists, are still buckling under the economic strain caused by the lockdown period.
Enter the unique initiative called Shay’na ngeWhite Star (Shine with White Star), a campaign specially designed to enable local artists to shine their light into the lockdown gloom and beyond. It’s also intended to give South Africans an opportunity to support their favourite artists during this time.
This year White Star kicked off the Shayna campaign with neoAfro soul sensation Mpho Sebina. As with last year, for 13 weeks, White Star will support playlisting of local music, live on-air performances and later in the year. It will also give the public an opportunity to win prizes and streaming/download music for free.
At each weekly recording, lucky fans will get to be part of the audience for the exclusive recording sessions as well as get a chance to meet their favourite artists. With all COVID-19 related protocols observed.
“White Star has always enjoyed a long and equally fruitful relationship with local artists,” says Marketing Manager, Mokhele Makhothi. “So, as the continued impact of the lockdown on performing artists has left artists having little or no opportunities to perform, we wanted to continue to lend support by creating an opportunity for them to earn some kind of living through performance opportunities and at the same time lighten the mood among South Africans in this uncertain and sullen time.” Since 1999, music has been an integral part to White Star’s identity, with the brand being aligned with popular music shows such as Macufe, DrumBeat and the Moretele Park Tribute Concert.
“We are also taking this opportunity to appeal to other stations to add more South African content to their playlists and for TV shows to feature videos and live performances by local artists. Music is woven into our culture and every show, every streaming and every download will contribute towards keeping our vibrant and exceptional music industry afloat.
“Shay’na ngeWhite Star has been created to bring the beat back into our lives and we call on all South Africans to move to the beat and shine. Local is lekker. Let’s celebrate that.”