Windhoek - In the music industry, there is a popular saying, ' The show must go on' , which is exactly what is happening online as musicians have found innovative ways to keep their fans entertained during lockdown amid the Covid-19 outbreak.
Of late, virtual music challenges have been making waves on social media. These friendly digital battles have shown old artists in new light as they get to open up more about themselves and their work, while at the same time they have given opportunity to those on the come up in the music industry.
Namibian DJ and record producer, DJ Dreas, launched his 5minFinesse challenge early this month and it has gone viral. The challenge allows fans to watch their favourite artists coming up with creative ideas on the spot as per instructions of the host, DJ Dreas, in exactly five minutes.
The hour long, midnight Instagram Live streamed show is already in season two and has featured artists such as Top Cheri, hop veteran Hilifa94 and Kaboy Kamakii. The challenge has also opened up doors for fresh new talent and uncut gems, which include Young Nero, Pattie and Charlton.
It is arguably the most trending entertainment show online in the country currently, judging by the number of views it is garnering and the social media attention it is receiving.
The current virtual music challenge currently making waves in South Africa is of a different format, however. Facilitated live battles are arranged, then the artists go song for song, hit for hit, round by round and the winner is announced by selected judges.
Exclusively streaming on SlikourOnLife, South Africa's go to urban digital publication, the challenge kicked off with multi talented record producers, Gemini Major and Tweezy. The latter initiated the battle on a high note with AKA's 2014 smash hit, "Sim Dope". The live battle ended with the two studio chefs playing an exclusive unreleased single from AKA called, "Iron Duke" and Cassper Nyovest's "Amademoni" which dropped recently.
Female rappers, Rouge and Moozlie have also participated in this innovative form of entertainment, as well as, gifted music producers, Lunatik and Makwa, who are responsible for some of South Africa's biggest and era defining hits, such as Kwesta's "Spirit" and K.O's "Caracara" featuring Kid X.
However, the cherry on top thus far has been the Nasty C and Emtee’s battle. The two are considered as the leaders of the new school hip hop scene, as they broke into the SA music mainstream scene at the same time, both are highly rated and are among the most successful young rappers in South Africa.
From the moment Nasty kicked off the battle with "Juice Back" and Emtee responding with "Roll Up" it was bound to be lit. Their music challenge has been unanimously agreed by those who watched it as a a moment to savour for SA music, even music channel, MTV Base decided to make it a musical special for its viewers to watch at home during lockdown.
Meanwhile, in an effort to make staying home more fun, Jameson Irish Whiskey launched Jameson Connects: The Stay Inn. It consists of three virtual shows, performance, comedy and discussions. These three shows will be streamed on Instagram Live, Instagram TV (IGTV), Facebook and YouTube. They will be anchored by multi platinum selling rapper, Kwesta and comedian Glen Biderman-Pam.
On the performances segment of the The Stay Inn is a competition aimed at upcoming rappers, called Rap a verse with Kwesta. The rapper said that the competition will help people ease from the stress of being in one place by having some fun and also this is a huge opportunity for rappers who want to pursue music as a career.