Hugh Masekela , Miriam Makeba, Ladysmith Black Mambazo — South Africa has no shortage of musical legends known worldwide but many contemporary artists have failed to make a dent in the American market.
Multi-platinum award-winning South African vocalist Lira is ready to do just that. She has released her American debut, “Rise Again,” on Shanchie Records. And she is currently touring the U.S. So far the lead single video, “Feel Good,” has been well received.
Since launching her musical career nearly a decade ago, Lira has become a household name in South Africa and a media darling across Europe. She has the largest Facebook following of any South African musician, with more than a half-million fans. She been nominated and awarded in South African Music Awards, MTV Africa Awards and BET Awards. Glamour Magazine South Africa named her Woman of the Year. Essence Magazine named her one of Five Unique Artists Set to Change Music in 2012.
Born in 1979, Lira grew up in the Daveyton township in Johannesburg’s East Rand during apartheid. Music was her first love and a way to express herself despite the harsh realities of life at the time. She made her debut in 2003 with “All My Love.” An immediate hit, the CD title track knocked Beyonce’s “Dangerously in Love” off the No. 1 position on South African charts. It was the first time in history a local song had been played as frequently. Lira went on to release three more platinum-selling albums including “Feel Good,” (2006), “Soul in Mind,” (2008) and “Return to Love,” (2011). The title track to her debut album officially became the first music video from a South African artist featured on VH-1.
In 2010, Lira joined Alicia Keys, Black Eyed Peas, Shakira, K’Naan and John Legend at the FIFA World Cup Kick-Off Concert to perform a rendition of Miriam Makeba’s classic, “Pata Pata.” She later performed for former South African president Nelson Mandela’s 92nd birthday celebration.
Lira has captured the hearts of South Africans. But the process of getting Americans to try her sound has not been easy. Lira spoke with us from New York City to tell us about her U.S. visit and more.
Check her out on Youtube or at her website.
AFKInsider: Why did you decide to enter the American market?
Lira: I had reached the top in my market and I wanted to take my music elsewhere. Many of my fans on social media are from America so I figured why not bring my music straight to them, to make it easier for them to get my music. It’s a challenge but it is an exciting journey. It gives me a chance to expose more people to African music. It also gives Americans (a chance) to learn more about Africa.
AFKInsider: What are some of the challenges?
Lira: We have had to go grassroots. We are taking a tour bus across the country. I have never done this before. In South Africa we fly everywhere. Last night (at a stop in her U.S. tour) I performed for like 100 people. Back home and in Europe I usually perform for crowds of 10,000 or more. So it is very interesting, but in a positive way. Artists can get so caught up in the trappings of success, and by doing this on a grassroots level it is making me appreciate the music and allowing me to connect more intimately with my fans.
It was also a challenge to find the right record company to distribute my music here in America. It was a long process but I am happy with our choice.
AFKInsider: Do you think America is becoming more interested in Africa?
Lira: Definitely. Americans, actually people all over the world, want to learn how we live, especially African Americans. People want to know things like do we have elephants in our houses. They want to find out more about what is happening on the continent. I get a chance to tell people my story, our story, especially having grown up under apartheid.
AFKInsider: How much has changed for you since the end of apartheid?
Lira: A great deal. I can look at my own family and our situation and see evidence of the changes. People are living their lives more fully. Of course, there is still a lot that needs to be done. But it is a work in progress.
AFKInsider: South Africa has always been known for its music. What do you think of the current state of music there?
Lira: There is still room for improvement. I am considered the Beyonce of South Africa. While Beyonce doesn’t outsell me in South Africa, it is hard for South African artists to get the recognition they need. The radio is dominated by American music, so when people buy music they don’t buy South African music because they don’t hear it. We need to consume our own sound and we need radio to promote local artists more. I have had a long career so I have been able to develop a following. But South African atists need more support.
