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On Friday 30 October, Bongeziwe Mabandla summoned media and some of his lucky fans to Randburg with the promise of an exclusive “listening session” and a surprise celebrity guest. But we were duped, because there was actually no listening session.
In reality, it was a highly energised delivery of aerobics infused into Bongeziwe's signature isiXhosa and electronic music blends, with a side serving of Sdumo Mtshali’s artistically honed hosting skills.
The backstory
The multi-award-winning musician’s song Zama is featured in KFC's Streetwise Family television advert. The track’s lyrical architecture is anchored in perseverance and the persistence to pursue success in spite of the hurdles you’re bound to encounter along the way.
And in the black South African household, the prosperity of one relative has a ripple effect, trickling over to the rest of the family and impacting the lives of their loved ones.
Bongeziwe described family as the epitome of unconditional love, sharing childhood memories of being a young boy in the Eastern Cape where he learnt that while some relationships may come and go, family is forever.
For Sdumo, family means culture, history, heritage and belonging.
“It’s great that big companies like this still understand those values and the importance of building this kind of a connection with your customers.”
“Not everybody can afford KFC, so I hope that at the end of the day, they can also give back to our communities,” Sdumo added.
The guests, however, would not let him live down his character in The Polygamist, with the occasional “Jonas” chant finding its way into the room alongside banter about how one of the most hated men on Mzansi’s small screen could speak so fondly of family.
In collaboration with KFC Rewards, his Make Room for More with Bongeziwe campaign culminated in a memorable experience for the first 10 rewards members who bought the new family meal on the fried chicken outlet's app.
Not only did they get to meet their favourite star, but he also signed autographs where he personally thanked his fans for accompanying him through his musical journey.
Bongeziwe’s electrifying delivery
Bongeziwe, who now lives between South Africa and France, has spent more than a decade infusing indie, electronic and all other alternative genres with isiXhosa traditional sounds in predominantly vernacular music deliveries.
Asked about his early career and whether there were any fears around how his sound would be received, the musician said the uncertainty of whether or not the art would resonate with the masses was something that is experienced by artists across various spheres of creativity.
“I guess it’s like being an actor – you wonder if people will relate to your character,” he continued.
Bantering with TimeOut, Bongeziwe defended his energetic moves, saying they weren’t just dance moves but were actually vibes derived not from choreography but from expression.
On a more serious note, though, the artist expressed that his electrifying performances were his way of showing appreciation to his fans. While digital streams are great, he finds that there’s something even more special about receiving appreciation from a live crowd in real time.
In addition to Zama, he also performed Walila, which takes a distinctly South African approach of turning a serious song into a vibey tune. He described the song as being about backstabbing friends who often forget that what they send out will return to them.
“A lot of my music draws from real experiences. It’s funny and playful, but it's about something serious, and when people hear the song, it’s important they don’t miss that message,” Bongeziwe explained.
When engaging his storytelling prowess and lyrical genius, this is not easy to detect, but Bongeziwe is actually a man of very few words.
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