A Legacy of Sound and Power
For over 20 years, Tamara Dey has dominated South Africa’s dance floors with her unmistakable voice and electric stage presence. From her chart-smashing kwaito roots to experimental electronic projects with Flash Republic, she’s made a career of pushing the boundaries of genre and culture.
Now, she steps into a new role — godmother for the South African edition of the Lady of the House (LOTH) demo contest.
Championing Women and Non-Binary Creatives
Tamara joins a prestigious circle of South African godmothers including Gigi Lamayne, Namakau Star, Shamiso, and Money Badoo. Together, they will select four emerging dance music artists to receive career-defining opportunities through the contest, which aims to uplift women and non-binary talent in the global dance music industry.
A Voice for Equity and Empowerment
“Reflecting on my journey, I’m reminded of the powerful women who welcomed and supported me,”
says Tamara.
“In an era where South Africa continues to wrestle with safety, equity, and inclusion, I feel an even greater responsibility to uplift our voices — especially women and LGBTQ+ communities who have shaped dance music culture from the beginning.”
Preserving the Power of Dance Floors
Tamara’s role embodies the essence of the campaign: showcasing South Africa’s creative spirit and the healing power of music.
“Our dance floors have always been spaces of resistance, unity, and joy,”
she reflects.
“This competition is about preserving that spirit while helping the next wave tell their stories on their own terms.”
The Godmother’s Vision
“I’m honoured to join these iconic women in selecting the winners. I’ll be looking for world-class production and songwriting that reflect South Africa’s soul and storytelling through dance music,”
Tamara affirms.
Lady of the House Founder on Tamara’s Impact
“Tamara Dey represents everything Lady of the House stands for — legacy, innovation, and uplifting others,”
says founder Laila McKenzie.
“Her presence as godmother sends a powerful message: this movement is inclusive and transformative. Tamara brings heart, history, and vision to guide our next chapter.”
Opportunities Beyond the Dance Floor
Organised by Lady of the House and powered by Jägermeister’s SAVE THE NIGHT platform, the contest offers unmatched industry opportunities for selected artists:
- A full release on Lady of the House Records with promotional support
- DJ and production tools from Beatport and TribeXR
- A scholarship to Pete Tong’s DJ Academy
- A professional photo shoot
- Mentorship from leading industry experts
- Access to a global creative network including Gray Area and Broadwick Live
Global Reach with African Roots
With platforms like Broadwick Live (behind venues like Printworks) and Gray Area backing the campaign, the contest not only aims to elevate emerging artists but also connects them to a fast-growing international audience hungry for new and diverse African sounds.
How to Submit Your Demo
Entries are open now on LabelRadar and close on 17 July 2025.
👉 Submit your demo here
Shifting Culture, One Beat at a Time
In a country where gender-based violence and inequality persist, the Lady of the House demo contest offers more than just music industry access — it offers transformation.
A Final Word from Tamara Dey
“Let’s continue to elevate and celebrate the voices that shape and grow our vibrant music landscape,”
says Tamara.
“This is about legacy, and the next generation deserves to be heard.”
