Previewing music on social media has become a normal practice for artists and producers, it has proven to be an effective marketing strategy for them. During one of Kelvin Momo’s Instagram live sessions, Drake popped by to give the amapiano maestro his flowers.
The development of social media over the past few years has allowed people, specifically musicians to share their craft with as many people as possible, all from the comfort of their own homes. It has also allowed a kind of access that was not available before, where artists can interact with each other in ways that were not feasible before social media became such a powerful tool.
Similarly to many artists, particularly in the amapiano space, Kelvin Momo, born Thato Ledwaba often goes live via his Instagram to let his audience in on what he is up to. To Kelvin’s surprise, Toronto’s very own starboy, Drake hopped on to the live to leave a simple but powerful comment, which showed Drake’s appreciation for the ‘Sisukakude’ hit-maker.
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This co-sign from ‘Drizzy’ is extremely significant for Kelvin Momo, as well as Mzansi artists in general as their music is often overlooked globally, often due to the lack of access African countries once experienced. The amapiano genre specifically is breaking into the international commercial scene in a similar way that Afrobeats did a few years ago, which elevates African music and provides more inspiration for other artists as well.
Unsurprisingly, Kelvin’s supporters and lovers of good music have used this opportunity to urge the two artists to collaborate on a tune together. According to the public, this song would break the internet as both Kelvin and Drake have cracked the code to making international bangers, with Drake being the master of adapting new genres.
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