30 years into what was promised to be a rainbow nation and equal opportunity democracy, the youth, struggling and striving through the chains of 4IR capitalism, find themselves encumbered by their vices as a form of escapism. An ensemble of street-savvy, kwaito-rooted mavericks have come together to reshape the streets of Mamelodi to the world as Metro FM award-winning TitoM, Yuppe, S.N.E and EeQue release colourful visuals for their viral sensation hit “Tshwala Bam.”
“Tshwala Bam” is written from the perspective of an individual who abuses alcohol and makes a vivid display on the crippling effects of addiction, this is noted in the infectious hook: “Ngixolele tshwala (mzala)[forgive me alcohol (my cousin)]/ Ungay’qed’ imali yami [don’t finish my money]/ Uyang’sind’ umthwalo wami [my burdens are heavy]/ Ngal’theth’icala [I spoke about this before]/ Wetshwal’udlala ngami [you are playing with me alcohol]/ Endlini bakhala ngami [they are complaining about me at home]/ Wadlala ngami wetshwala bami [you played with me, my alcohol].”
The subtext drawn from S.N.E’s invigorating hook placates a philosophical conversation with liquor to explore in detail the complicated relationship people from the townships have with alcohol abuse. The plight becomes so dire that they find themselves talking to their vices and pleading for said vices to leave them alone. Of course, the conscious undertone of the viral hit song is delivered with youthful flair and ghetto-fabulous panache as opposed to emotive and heavy thematic scope akin to most of what we have come to define as conscious music.
Boasting over 9 million views on YouTube and 19 million streams on Spotify, the anticipation for the music video organically bubbled as the song became the soundtrack to a now-famous dance challenge that has won the musicians a coveted Metro FM Award for “Best Viral Challenge”. It all started when 3 young men dressed in black went viral on the internet for a dance at a house party. Once that video was combined with the head-bobbing music of “Tshwala Bam”, Tik Tokers and celebrities like Bontle Modeselle, Robot Boy, Kai Cenat, Saucy Santana, Shenseea, Jason Derulo and the Beyoncé-famed Les Twins all taking to the net to try their hand at the rhythmic dance challenge.
An Africori studio/ABV + Noice Production, the enthralling visuals feature cinematic cutscenes of the vibrant streets of Mamelodi and vividly invite the viewer to engulf themselves in a ghetto tale of vices and their grip on a striving youth, urgently fighting to make it from rags to riches. Couture fashion, hustle culture, cars synonymous with township folklore, the iconic viral dance and an unforgettable party all come into the fold in these era-defining visuals.
TitoM
Yuppe
What stands to be admired most about the visuals is the subtle references loaded into the narrative of the cinematic storyline. Positioning themselves as the Greatest Of All Time, the amapiano legends in the making feature two unslaughted goats who parade as a symbol of the GOATed stature; both the song and visuals represent the Amapiano cultural lexicon. It is also noteworthy how, in contrast to the typical dusty street element found in the average Kasi music video, we get to immerse ourselves in a bright, colourful, and vibrant display of modern Mamelodi in post-apartheid times where progress, though present, is scattered and reserved for the select few. Here, we find the Amapiano stars breaking the breach between aspiring and successful as they load up their VW City Golfs, reach for the millions, and uplift the few who enjoy luxury to luxury being enjoyed by all.
Against the odds of dying young, broke, and starving, it takes a daring spirit to find life and the mustard seed faith to write and manifest wealth into one’s vicinity and the visuals for “Tshwala Bam” represent not only the aspirations of TitoM, Yuppie, S.N.E and EeQue but that of the hood they represent, full of unearthed talents waiting to make hopefuls just wealthy as the talented musicians. There is an art to being Ghetto Fabulous, a trendsetter, a roomshaker, and “Tshwala Bam” has the world in a chokehold, drinking and dancing the young night away.
Ladies, gentlemen, and dancers from all walks of life, a toast to Kasi excellence.
