A bold and beautiful mission to save traditional South African music

Heritage Month is a time for South Africans to celebrate their roots, yet many young people feel anxious about losing the traditional songs that carry their culture’s wisdom and history.

To bridge this cultural gap, Songs to Savour, a platform that revives timeless music while reconnecting generations through storytelling in song, was launched.

The initiative invites South Africans to rediscover traditional melodies through simple sing-alongs, transforming music once reserved for weddings, funerals, initiations, and family gatherings into something everyone can learn, practise, and share.

The brand has a long history of promoting African heritage through initiatives such as Clan Beats, which celebrated clan praises; The Last Stories of Culture, highlighting endangered traditions; and Black Conversations, which reframed perceptions of identity and heritage. These campaigns all reflect the brand’s deeper purpose: inspiring Africans to rediscover traditions and values in a modern world.

Earlier this year, that mission came to life through the uMcimbi competition, which rewarded Durban couple Samukelo and Nomusa Masango with a traditional ceremony worth R70,000. Preparing for the event required sitting with elders to learn ceremonial songs. This journey echoed the goals of Songs to Savour and highlighted the hunger among young South Africans for accessible ways to embrace heritage.

Speaking to The Star, the couple described their journey as both rewarding and anxious. 

“As you know, in our culture, the bride’s preparation is different from the groom’s. My wife was preparing on her side of the family, and I on mine. Practising the songs, chants, and dances happened separately until we came together on the day of the ceremony. What struck me most was the depth of meaning the songs carried.

“I’ve attended many weddings before, but it never hit home as much as it did while preparing for my own. The emotion these songs evoked and the meaning behind them really resonated with me; that was the standout moment of this journey.” Samukelo shared.

Nomusa reflected on the deeper significance of learning songs with her elders.

“It wasn’t just about the songs; it was the whole experience. I began to understand how much our parents were disadvantaged growing up. Apartheid stripped away many of our cultural practices. When I asked my mom and my aunt, they had never attended certain ceremonies, so they couldn’t guide me as much as I expected.

“They knew some songs, but there was a sadness in seeing what was lost to them. Now, as a different generation, I’m helping bring these practices back. Learning the songs gave me a real connection to our heritage. I could understand the meanings, speak IsiZulu again, and appreciate the history behind them. One song, in particular, sounded playful at first, but its true meaning was deeper than I imagined. These explanations made me joyful and connected to my roots.”

The couple explained that practising the songs transformed initial pressure into pride. It strengthened their connection to culture, allowed them to reimagine family traditions, and sparked joy that extended beyond the ceremony. Their daughter has also begun learning the songs, creating a new generational link.

“These songs are now part of our daily lives, our celebrations, and even our happiest moments. Platforms like Songs to Savour help young people reconnect with their heritage, sing with pride, and truly understand the meaning behind our cultural practices,” they said.

Castle Milk Stout Brand Manager, Hetisani Makhubela, explained that the initiative is about more than preserving history; it’s about fostering meaningful connections.

“This campaign gives young people a way to weave heritage into their daily rhythm, in a format that feels modern and accessible,” he said.

Makhubela added that traditional songs are vital carriers of knowledge: “They are living archives that hold wisdom not always found in textbooks. By placing them on a platform where anyone can sing along, Songs to Savour keeps cultural education open and shared.”

The Star

masabata.mkwananzi@inl.co.za