What It’s Like To…Be A Reggae Promoter In South Africa

When the nationalists were in power, censorship was the order of the day. So early proponents of the genre had to smuggle records, or find some other ways to subvert the system. The only reggae records that would be let into the country were of an inferior quality. Still, the country managed to produce local stars and then an international star in the person of Lucky Dube.

Today, one woman is tirelessly working to sustain the reggae movement and bring the genre to the South African mainstream. “The ability of music to convey messages, inspire change, and bring people together deeply resonates with me,” says Fikile Shiba Makhalemele, founder of Lioness Productions, a reggae-focused events promotion company.

Reggae was an integral part of Makhalemele’s childhood. “With its roots in activism, social consciousness, and positive vibes, [reggae] stood out to me, since people in my family openly embraced it,” she says. Inspired by this connection, she brought her passions together. “I found a way to merge art and music by recognizing the potential of organizing concerts and events as platforms to amplify important messages and create meaningful experiences that resonate with audiences,” she says.

Makhalemele and her team at Lioness Productions started out by hosting backyard sessions in an attempt to cultivate a reggae-conducive environment and promote positive messages in their community. And in 2012, they officially registered the company to continue the work of creating meaningful experiences for audiences.

Makhalemele’s latest showing is bringing reggae sensation Burning Spear to South Africa for his "One People Africa Tour."

In parts edited for length and clarity, Makhalemele tells us about the reggae promotion business in South Africa.

Fikile Shiba Makhalemele: I entered into culture activism several years ago when I realized the impact cultural and art activities could have on communities. Reggae holds profound personal and cultural significance for me within the Southern African context. Personally, it serves as a source of inspiration, healing, and unity. Culturally, reggae embodies the spirit of resistance, hope, and solidarity, resonating with diverse audiences seeking empowerment and change.

In South Africa, misconceptions about reggae music often revolve around stereotypes and limited understanding of its rich history, diverse sub-genres, and global impact. Educating the public about the depth and breadth of reggae's influence can help dispel these misconceptions. The music's popularity has evolved over the years, transcending borders and resonating with audiences worldwide. Its message of love, unity, and social justice continues to inspire listeners across generations and cultures.

What I appreciate most about my work is the opportunity to curate experiences that transcend entertainment and foster connections between artists and audiences. The ability to promote positive messages and create memorable moments for patrons is incredibly rewarding.

One of the challenges in this line of work is navigating the logistical complexities of organizing large-scale events, from securing partners and sponsors, venues, to managing artist schedules and ensuring a seamless experience for attendees. I overcome these challenges through meticulous planning, effective communication with stakeholders, and cultivating strong relationships with artists, vendors, and partners. Flexibility, adaptability, and a solutions-oriented approach are key in addressing unforeseen obstacles.

Specific to reggae, just getting funding is a struggle, or just getting a media partner; because there’s no reggae programming. It’s not mainstream, so to just reach the people like we did took us years. We can say there’s the Department of Sports, Arts and Culture, but most of our events are self-funded.

But we’re starting to see a shift of what I’m talking about in terms of [brand] alignment. For the past three years or so, we’ve been seeing compatibility with other brands. Right now, my mindset is ‘yes, those challenges are still there, but we have those people who really believe.’ Reggae in South Africa undoubtedly has a future, with a vibrant community of artists, fans, and all other creative practitioners driving its growth and relevance. By embracing innovation, collaboration, and cultural exchange, reggae will continue to thrive and evolve in exciting ways.

The change I strive to bring about in my community is the promotion of cultural exchange, social awareness, and artistic expression through music events. Over time, I have observed increased engagement, appreciation, and participation in the vibrant music culture in our community.

Leading up to a show, my routine involves coordinating with artists and their teams, finalizing logistics, promoting the event through various channels, collaborating with local vendors and sponsors, and ensuring all aspects of the production are aligned for a successful experience.

One of my most rewarding experiences as a cultural activist was witnessing the transformative power of music at the Burning Spear ‘One People Africa Tour’ concert. Seeing the impact of reggae music and culture in bringing people together, sparking conversations, and fostering unity was truly unforgettable.

The legacy I hope to leave within the reggae community is one of unity, empowerment, and positive change. By creating platforms for artists to share their messages, connecting diverse audiences through music, and fostering a culture of inclusivity and respect, I aim to contribute to the enduring legacy of reggae music.