A Global Vision Rooted in Africa
Zakes Bantwini is calling for a stronger African presence in the global music business, outlining his ambition for Mayonie to take local talent beyond regional markets while preserving its cultural identity.
Speaking during a discussion about his work as an artist and music executive, Bantwini said his decision to refocus on his own label was driven by frustration with the opportunities available to South African musicians.
For him, international success should allow artists to remain connected to home, recording music in South Africa and travelling the world without having to abandon their roots.
Challenging the Limits of Regional Success
Bantwini recalled feeling that South African artists were being marketed mainly to audiences at home and in neighbouring countries, including Zimbabwe, Botswana and Mozambique.
He questioned why American artists could enjoy exposure across the African continent while South African musicians struggled to reach those same markets.
“How did Chris Brown get to be on that particular radio station whereas a Zakes is not on that radio station?” he asked.
Referencing markets such as Nairobi, Ouagadougou and Benin, Bantwini argued that African artists should have access to wider continental audiences.
In his view, record labels operating in South Africa were too focused on promoting international acts while allowing local talent to remain regional.
Building Mayoni With International Ambition
That frustration, Bantwini explained, helped motivate his return to Mayonie with a clearer international vision.
“I think one needs to go back to his own label, which is Mayonie, and try and do this thing again,” he said.
He pointed to Mayonie’s presence at ADE as an expression of that ambition, linking the label’s participation to his broader goal of building an African music business with global reach.
Bantwini believes there remains a gap for an internationally competitive label that understands African artists and the cultural foundations of their work.
“We don’t have an African DNA global label representing South Africans or Africans for that particular matter,” he said.
Bridging the Stage and the Boardroom
Bantwini also reflected on his experience working across both the creative and business sides of music.
He described a disconnect between executives making decisions in boardrooms and artists navigating the realities of performing and creating music.
“I felt at the time that people who are in the boardroom, they do not understand what’s happening in the frontline,” he said.
Having worked in both spaces, Bantwini believes he brings a valuable perspective to the industry. He recalled his elder brother encouraging him to write a book about the business of music, drawing on those experiences.
Recognising the Artists Who Paved the Way
While discussing the future, Bantwini also acknowledged the contribution of earlier generations, naming Brenda Fassie and others among the musicians who helped lay the foundations for South African music’s current success.
His vision for Mayonie builds on that legacy: creating opportunities for African artists to reach international audiences while retaining a clear connection to the people, places and sounds that shaped them.
