Rising South African producer Tumi Musiq is building on the momentum of Soul Conversation and Ditshepiso with his latest single, Many Phases, which has already attracted more than 100,000 views on TikTok ahead of its release.
‘Many Phases’ arrives with early momentum
Emerging producer and artist Tumi Musiq is preparing to take another major step in his musical journey with the release of his latest single, Many Phases.
The record follows the success of Soul Conversation, currently his highest-streamed release, as well as the momentum generated by Ditshepiso. But even before officially reaching listeners, Many Phases is showing signs that it could become one of his biggest releases yet.
Teaser content around the song has already surpassed 100,000 views on TikTok, signalling growing interest in the producer and his sound.
A record about growth and perseverance
At the heart of Many Phases is a story that mirrors Tumi Musiq’s own journey.
The song explores growth, evolution, patience and perseverance — reflecting the different stages an artist experiences while attempting to establish their identity and build a career in music.
“Many Phases is a reflection of growth, patience and the journey of becoming. I wanted listeners to experience not only the music, but also the story behind it and the work that goes into bringing it to life,” says Tumi Musiq.
Rather than simply releasing the record, the producer is taking audiences behind the scenes through a three-part content series exploring how the beat was created, the collaboration process with featured artists and the personal inspiration behind the song.
No, Kelvin Momo didn’t produce the beat
Interestingly, some of the early conversation surrounding Many Phases has centred on who actually produced the instrumental.
According to Tumi Musiq’s team, some listeners initially believed the production came from acclaimed Amapiano producer Kelvin Momo.
Tumi has used the speculation as an opportunity to showcase his own abilities behind the boards, sharing behind-the-scenes material revealing how he created the instrumental himself.
The moment could prove important for the emerging producer as he works to establish his own musical identity within the soulful and private school Amapiano space.
Taking ‘Many Phases’ from TikTok to the streets
The campaign will now move beyond social media, with Tumi Musiq and his team planning an extensive radio and DJ activation drive.
Community and campus radio stations across Johannesburg and Pretoria will form an important part of the rollout, with the two cities identified as some of his strongest streaming markets.
The team will also collaborate with DJs operating within soulful and private school Amapiano circles, placing the song directly into DJ sets, radio mixes and live environments.
Footage of DJ endorsements, crowd reactions and radio appearances will then be repurposed for social media, allowing audiences to follow the record’s journey in real time.
A visualiser will document the journey
The campaign is expected to conclude with the release of a Many Phases visualiser documenting the song’s journey from the studio to audiences.
The visual piece will bring together footage from performances, radio activations, DJ support and behind-the-scenes interactions.
In keeping with the title of the record, it will ultimately capture the many phases involved in taking an idea from its earliest creative stages to a fully realised release.
With Soul Conversation establishing his streaming potential and Many Phases already attracting significant online attention, Tumi Musiq appears ready to introduce a much wider audience to the producer behind the music.
