Native Rhythms Production’s latest signing to be released through a Joint Venture with Sony Music is house artist, dance producer, and Yfm radio personality Sol Phenduka who has been signed to a multi-album, full-management deal.
Sipho Sithole, CEO of Native Rhythms Productions is very selective when signing artists to his label, which is held in high regard for setting trends and changing the game in the SA music scene through African soulful and traditional sounds.
“I was listening to Sol Phenduka’s song Uhuru – a hybrid of Afrobeat and Nujazz inspired house music infused with traditional sounds which immediately spoke to me and felt right at home at Native Rhythms Productions,”
says Sithole
Phenduka has been producing beats since his early teens, first making hip-hop for his fellow MCs in the Johannesburg rap underground and now producing his own unique brand of soulful, spiritual house tunes.
“I want my music to be human, organic, soulful,” says Phenduka, “not just something that comes from a plug-in on some software. I sense that people are hungry for that. It appeals to young and old – people who go to clubs to dance and those who just want to listen.”
Indeed, 25-year-old Phenduka’s music will appeal to anyone with a soul. It’s house music, but with a spiritual twist, which helps it transcend the dance-music scene and makes it something to be enjoyed anywhere, any time and not just in the clubs.
Music fans will already be familiar with the single Uhuru, which has been setting dancefloors aflame for more than a year already. The magical track, infused with African traditional sounds, caught listeners’ imagination with its mesmerising Swahili vocal, accordion and mbira hooks.
“Uhuru is freedom in Swahili,” says Phenduka of his breakthrough hit. “And something about that song helps people free their minds … and their bodies on the dancefloor.”
He knew he had something special even before he’d finished producing the tune. “I remember, it was a Saturday, and I just had the basic track, but I rushed over to my friend’s place and told him there was something about this song.”
He was right. Pretty soon he was performing it on Live, SABC1’s prime-time music show. This piqued Sithole’s interest, as did Phenduka’s do-it-yourself ethic. He co-produced his own video for the track, which gave the track extra momentum online.
The Native Rhythms Productions relationship opened up even greater possibilities, like the collaboration with Afro-soul princess Cama Gwini on follow-up single, Isolomzi.
“Isolomzi is my full name,” says Phenduka. “In the context of the track, it means ‘eye of the house’ or protector of the home, like a guardian angel. When it came time to record, Cama Gwini just went with it, freestyling and bringing her own interpretation, giving the track a completely fresh vibe. It just brings more soul to the record.”
Another track pumping the unique, finely crafted Sol Phenduka drum sound is All I Know, featuring Soul Jock.
“I work with him at Y,” says Phenduka, referring to his other career co-hosting the Mo Flava Breakfast Show on Yfm. “I’ve come up with so many talented people, so it’s great to work together on our projects,” he adds.
The jazzy Moon Cry is another song that’s going to be huge, featuring multi-instrumentalist virtuoso Mpumi Dhlamini on horns, and another sublime house groove from Mr Phenduka, this one fusing djembe and triangle effects.
via [Mediaupdate]
