Township Talent Breaks Through with Data and Drive

Young Namibian artists are using phones and social media to share their music, despite limited support, funding and access to the formal music industry.

TikTok, YouTube and WhatsApp have become key spaces for distributing music and building an audience, especially for artists working without formal support or recognition. For many, these platforms are a first step in being heard beyond their immediate circles.

Windhoek-born Panduleni Gideon, known professionally as Ms Gideon, is one of the artists gaining traction online. Her single ‘Pretty Vibes’ and debut EP, ‘5 Star’, introduced her voice to the world, and in 2024 she performed at the Apollo Theatre in New York – a moment that highlighted her growing international presence.

But her journey has been far from straightforward.

“I started with no team, no funding – just with what I had,” she says. “You record at night, promote during the day, and do it again the next week.”

Her second-place finish in Bank Windhoek’s Brand Song Remix Competition earlier this year, with her remix ‘Kriri Samire’, brought her N$50 000 and more visibility. Still, she says most of her growth came from self-promotion.

“TikTok and WhatsApp gave me a way to push my content out. Before, that sort of exposure only came through radio or record labels.”

She admits that going viral helped, but the bigger goal is longevity.

“It’s not about being famous for a week. I want to shift how people see Namibian talent, especially women from backgrounds like mine.”

BUILDING FROM THE GROUND UP

At Swakopmund, Kapolodja Kamanda is following a similar path. He released his first single, ‘Itapupata’ on YouTube and later recorded more tracks at Ongushu Studio, aiming to present his music at a professional standard from the beginning.

“I didn’t want people to hear my music and dismiss it because of poor sound quality,” he says. “That first impression matters.”

Kamanda’s breakthrough moment came with the viral success of his single ‘Babe Ondekuloloka’, which drew significant attention online. Despite this, financial limitations remain a constant challenge.

“Promoters don’t always come looking for you, even if your music is trending. You still have to knock on doors,” he says.

He uses TikTok to promote his music directly to fans, bypassing some of the traditional bottlenecks that block new talent.

“You can be in your room and get a comment from someone at a different town or even a different country. That kind of reach is something we didn’t have before.”

Still, the issue of digital income remains unresolved.

“To earn anything, we need to register with international platforms. That’s not easy for everyone,” he says.

SELF-FUNDED SOUND

Rosalia Shikulo, better known as Miss Rose, is using her voice to share songs rooted in personal and cultural experience. Raised in a Christian household, she was inspired by her mother’s singing and the sounds of artists like Brenda Fassie and Celine Dion.

“I saw how music made people feel things – real emotions. That’s what I wanted to do too,” she says.

Her discography includes tracks like ‘I Miss You’ and ‘Bring Back My Heart’, and the album ‘Ohole Yandje’. Her most recent single, ‘Hole’ (‘Love’), follows the same approach: personal, direct and reflective.

Miss Rose says she pays for every recording, video and feature out of her own pocket.

“People see the final product and think it just came together. But every studio session, every shoot – that’s money you have to find yourself.”

Like others, she uses social media for promotion, but says the platforms still do not provide direct income to most Namibian artists.

“We’re building our brands online, but the platforms are not yet structured to reward us financially. It’s a gap that needs to be addressed.”

What connects artists like Ms Gideon, Kamanda and Miss Rose is not only their talent but also their approach. Their music reflects their lived realities – their communities, struggles and hopes.

Ms Gideon believes authenticity is lacking in the mainstream.

“We don’t have to create characters or follow trends. What we sing about, we’ve experienced,” she says.

Miss Rose adds that the industry still fails to open up space for new voices: “There are too few names at the top. That needs to change. There are so many artists doing important work who don’t get the recognition they deserve.”

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