Zee Nxumalo attributes the power of social media as the vehicle that kick-started her journey to reaching her longtime dream in music.
From covering the popular Amablesser song by Mlindo the Vocalist in 2018, to becoming somewhat of a social media personality – the songstress has released her debut EP, KwaNxumalo, and says the reception has been amazing.
Born Zandile Nxumalo, the 19-year-old hails from eSwatini and is currently based in Johannesburg, where she is studying towards her BA Law degree at the University of Johannesburg. She is in her second year.
The EP has accumulated over 100,000 streams in just three weeks of its release.
“Although I’ve always thought of myself as an entertainer from a very young age, it was the social media platform that really set the ball rolling in terms of seeing myself really become the artist that I am emerging as.
“That cover song was really just me having fun and playing around but it quickly went viral and I would see comments of people encouraging me to take my gift seriously. I then knew that there was a place for me out there,” she said, adding that the Amablesser cover reached over 150,000 views in its first month. To date, the video sits on more than 1.4m views.
With KwaNxumalo, which features six songs, the budding muso said she wanted to take it back home in eSwatini and use that story to introduce herself to the world through song.
“I take people into the Nxumalo homestead, and sing about the different experiences that have shaped who I am. The EP is a basic musical journey of how I grew up, and the things that propelled me into who I am today.
“For example, the first track on the EP titled Ekhoneni reminds me so much of my mother because she is the type of parent who dislikes lazy children. She would say words like, ‘Zandi, use your brain or else you won’t get certain things if you don’t use your brain.’ One of my many memories that shaped who I am,” she said.
With the reception that she is getting, Nxumalo said she was sometimes in disbelief, “even when my manager shows me the number of streams that the EP is getting, I am always in shock. These are numbers that I would have normally associated with artists like Mlindo, Blaq Diamond, and would have never in my wildest dreams thought a young girl like myself could get. It is a validation,” she said, adding that she is grateful.
“Social media, especially TikTok, has really made it easier to promote my music and myself. I feel like I was uncovered there on the social media streets where I could expose my personality as well. When people get onto different apps, they are first attracted to one’s personality. When I got that part handled, with my growing TikTok following, it made it easy for me to promote my music,” she said.
And although she is adamant on completing her studies, music is the ultimate career path for her and she is already working towards a full album and hopes to work with heavyweights such as Sjava and DJ Tira.
“Apart from the fact that I can sing, music is a way that heals my own soul. The EP has managed to cement my place in the industry, and I can’t wait to fully express myself and my story through the album.
“The power of social media has really led me here,” she said.
MalibaA@sowetan.co.za
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