From Durban to Naarm: Sandy B’s charm offensive plays a part in his enduring success

On stage at the In Conversation talk at High Note, Sandy B, wears his magnetic presence and style as comfortably as his bright two-piece matching tracksuit.

Hosted by DJs Zjoso and fellow South African Kgmotso, Sandy B shuffled from graciously regaling us through his almost 30-year career, to an impromptu live and intimate performance of ‘Mpintshi / Friend’. Getting everyone to get up on their feet to dance and sing along was not so much of a surprise or break in character, and definitely captured his uplifting essence and demeanour.

Post-performance, Sandy B spoke calmly about his South African heritage, overcoming the adversities of Kwaito’s dark history, and how his warm personality has helped him forge the right connections at the right time.

His first local hit, ‘Amajovi Jovi EP’, was released in 1995, when he was not more than 17 years old. In the decades to come, the album saw a reissue on Canadian label Invisible City Editions, giving his musical career a new lease on life and an opportunity to build an international reputation.

These days, the linchpin of Kwaito is re-entering the spotlight again through a partially self-hustled global tour. His strong work ethic, along with his talent, has laid a clear blueprint for his longevity.

His debut one-man performance at Miscellenia was effortlessly energetic, as he danced, locked and dropped across the stage, at one point even climbing a ladder. Barely pausing for breath, he was unafraid to break a sweat as the price to bring the house down. Ending his set on a euphoric high, with the audience joining him on stage, leading with the melody chant of “Student Night” - he sold the performance with a fervour and charm that felt wholly irresistible.

I had the pleasure of asking Sandy B some questions in an interview ahead of his performance, where he offered more insight and wisdom, showing the breadth of his experience and career.

Q: Hi Sandy! Welcome to Naarm. How did it feel to perform here for the first time?

SANDY B: I feel great. I’ve always had an interest in becoming part of the good vibes in this part of the world. My mind has been set on this since 2022, when I started receiving emails from fans and promoters who wished to have me here.

Above all else, I enjoy exchanging positive energy with people who take the time to enjoy sounds that are new to many. I also try to collaborate with artists based in the countries I visit for my shows. I'm looking forward to that moment as well, if possible.

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Q: Thank you for blessing us with your presence, both the ‘in conversation’ talk and performance were incredible.

You’ve introduced Kwaito to the world, which has steadily gained international recognition over the years. How do you feel seeing your work, especially songs like ‘Amajovi Jovi’, resonate with audiences worldwide?

SANDY B: It is truly amazing, especially knowing that back in the day when I released my debut album, it was primarily those who had access to resources and major labels who could profit from the genre I led in my province, KwaZulu-Natal.

I didn’t have the same privileges and resources that others in Johannesburg had to promote their work. When the world later discovered "Amajovi Jovi," it became the project that reintroduced this genre globally. I am also thankful that when I created music back then, I always envisioned the future generation falling in love with my projects, even though they didn’t spread as widely as I had hoped.

Q: Your music has stood the test of time and is definitely on its way to becoming widespread now. How has your approach to creating music evolved since the early days of Kwaito?

SANDY B: I am fortunate to have grown up with an appreciation for different styles of music. Prior to the introduction of Kwaito, I performed gospel, choral music, Afro-pop, and some R&B while I was in school. This diversity has allowed me to incorporate timeless elements influenced by many great genres.

I strive to accommodate the ears of those who have never heard Kwaito, helping them enjoy the vibe from their very first experience, especially during live shows. Additionally, through collaborations with various producers around the world, we have created Bink music which represents the evolution of Kwaito on a global level.

Q: Kwaito was deeply rooted in the social and political landscape of South Africa. How do you see your music reflecting or challenging those themes today?

SANDY B: Having experienced both apartheid and democratic times in my country, I am one of those who were affected; I lost my home as a young boy and became separated from childhood friends and family. I released my debut album even when I didn’t have a place to call home.

My journey tells a story of resilience, moving from oppression to becoming a leader in a new genre that was set to take the country by storm in the early '90s, offering hope to those who followed. Witnessing greed in politics pull us apart and push us backward, when we should be striving to build a better world and country than what we experienced in the past, compels me to contribute solutions through my art. Some of my songs address such issues while still making you dance.

Q: Tell us about your current inspirations. Are there any modern artists or movements that have caught your attention?

SANDY B: I am currently absorbing everything around me. There is amazing talent suppressed by industry politics in South Africa and elsewhere in the world, some of which are yet to be discovered across various genres. It would be unfair to mention some and leave out others. For now, I'm a fan of anyone who makes music.

However, I especially wish my talented friend Mambe, a Spanish singer based in Copenhagen, could be heard more widely.

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Q: Speaking of industry politics, what advice would you give to young artists, especially those in South Africa, looking to make their mark in the music industry?

SANDY B: Believe in what you do, stay true to your lane, and don’t rush to be like someone else. There is time for everyone; when that time comes, it must find you fit and ready, so just keep on going.

Don’t place your trust in government assistance, as many do, which can lead to delays in success. Use what you have and travel your journey at your own pace. Respect people and your craft; the world is vast, and there are countless listeners out there.

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Q: Can you share any upcoming projects or collaborations? What should fans expect next from Sandy B?

SANDY B: I have been involved in some amazing collaborations in various countries, including Denmark, Germany, France, Switzerland, Brazil, and Canada, to name a few. I also enjoy unearthing new talent, giving them opportunities to learn from me while I learn from them. Look out for production collaborations with LJ Simon, Stephan Constatini, the legendary Eddie C, Simone Aha, Nik Graf, Lindus, So Far, and more. The most interesting project so far has been with the legendary Roisin Murphy, where I produced and collaborated with her on a remix of her hit "Sing It Back”.

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Find Farah Azizan on Instagram.