In collaboration with a professor of African traditional songs, Dr Evans Ntshivhambe, Afrikaraoke features carefully selected and composed songs that reflect the depth of African cultural heritage, says Castle Milk Stout. 

"The insight I can give you for those songs is that they are more about connecting our people. They make us celebrate who we are. We love singing. We sing when we have problems, we sing when we celebrate and we celebrate through singing. I believe those songs have the power to connect our people, to glue our cultures together," says Dr Ntshivhambe.

Afrikaraoke will culminate on Tuesday, 24 September, Heritage Day, with a powerful film broadcast on one of South Africa's largest TV channels and episodes available across digital platforms. The platform brings together contemporary artists and African elders, to ensure that traditional African melodies continue to resonate, says Castle Milk Stout.

"Traditional songs play an integral part in African culture," says Khwezi Vika, marketing manager at Castle Milk Stout.

"Whether at a wedding, coming of age ceremony or other significant occasions, our traditional songs, accompanied by ululations, are what anchors us during ceremonies. Afrikaraoke is a platform that ensures we do not lose this important element that makes us who we are, and we [are] also doing this to ensure we preserve our cultural songs," says Vika.

"It's an opportunity for South Africans to immerse themselves in the songs that have defined our heritage, all while enjoying the smooth, rich taste of Castle Milk Stout," adds Vika. 

Previous Campaigns

Castle Milk Stout says that it has remained a custodian of African heritage, and consistently invested in projects that honour, celebrate and preserve the richness of African cultural traditions. 

According to Castle Milk Stout, its previous campaigns include: 

  • The 'Last Stories of Culture' initiative focussed on the urgent need to preserve endangered cultural practices, educating consumers on active ways to safeguard these traditions.
  • In the 'Clan Beats' campaign, the brand used music to emphasise the importance of clan praises, creating a compilation that intertwined the voices of South African artists with those of praise singers, says Castle Milk Stout. 
  • The 'Ancestor's Day' campaign aimed to recognise and honour African spirituality, forging partnerships and advocating for its official recognition.
  • 'Don't Fear Black, Savour It' was a campaign encouraging open conversations around the colour black and its significance, both culturally and within the brand's identity. This campaign was brought to life through Castle Milk Stout Black Conversations, a platform where audiences could engage in discussions about blackness, thereby reducing fears and misconceptions.
  • The Thandiswa Mazwai SANKOFA Tour showcased the brand's dedication to supporting South African arts, as Mazwai's journey through African musical roots resonated with Castle Milk Stout's mission to honour heritage while embracing progress.

Castle Milk Stout concludes that it invites all South Africans to join this musical celebration. Afrikaraoke offers a stage for everyone to reconnect with the roots and rhythms of African traditional songs.

For more information, visit www.castlemilkstout.co.za. You can also follow Castle Milk Stout on Facebook, X or on Instagram.

*Image courtesy of contributor