South African music veteran DJ Tira has announced that he is stepping back from signing and developing new artists through his Afrotainment stable as he marks his 50th birthday.
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The Durban-born DJ, producer and businessman, whose real name is Mthokozisi Khathi, has spent almost two decades helping young artists find their feet in the South African music industry.
Tira founded Afrotainment in 2007, and the label went on to become an influential name in the country’s music scene.
‘I’ve done my job’
Speaking to Daily Sun about his decision, Tira said he believes it is time for a new generation of music entrepreneurs to take up the responsibility of discovering and developing talent.
“I’ve done my job and now I’ve turned 50 and I bow out,” Tira said.
His announcement does not mean he is retiring from music altogether. Instead, Afrotainment will now primarily focus on Tira’s own career, while he makes room for younger producers and record-label owners to build their own businesses.
“I think now is the time to see a lot of young producers and young record label owners popping up and helping out,” he said.
Tira also encouraged producers to recognise the influence they have over the future of South African music.
“I want to see many successful independent record labels, and I ask producers to stand up and know that they hold the future in their hands.”
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A legacy built over almost 20 years
Since launching Afrotainment, Tira has played a significant role in introducing and supporting artists who went on to establish themselves in the local music industry.
The stable has been associated with acts including Big Nuz, DJ Cndo, DJ Fisherman, Dladla Mshunqisi, DJ Gukwa, Joocy, Beast, Tipcee, the Qwabe Twins, and Duncan.
For many of these artists, Afrotainment provided an important platform at a time when breaking into the South African music industry could be difficult.
Tira’s influence has extended beyond releasing music. He has also been involved in producing, talent development and creating opportunities for emerging performers.
His decision to stop signing new talent therefore represents a significant shift for a label that has been closely associated with the development of South African artists for nearly two decades.
Artists are building their own labels
Tira’s announcement comes as some artists who have been part of Afrotainment begin establishing their own independent ventures.
According to the publication, Dladla Mshunqisi recently launched his own label, Umshunqo Records, after spending a decade with Afrotainment.
The Qwabe Twins have also started their own label, Rhythm House Records, signalling a move towards greater independence and ownership within the music business.
For Tira, seeing former protégés establish their own platforms appears to be part of the natural progression of the industry.
Rather than competing for space with younger executives and producers, he wants to see more independent labels emerge and contribute to the growth of South African music.
Not completely walking away
While Tira is stepping away from the talent-search and artist-signing side of Afrotainment, he has not indicated that he is leaving the entertainment industry.
The 50-year-old intends to continue with his own music career and remains open to supporting young people who need guidance.
His decision is therefore better understood as a change in focus rather than a retirement.
After almost 20 years of nurturing artists and building Afrotainment into a recognisable music brand, Tira is effectively passing the baton to the next generation.
As he enters his 50s, the DJ says the future of South African music belongs to young producers and entrepreneurs willing to take risks, develop artists and create independent platforms of their own.
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