In South Africa the music talent is phenomenal! For as long as everyone everyone can remember the music scene has brought the world absolutely incredible memories. After listening & following Serati's music career, we decided to interview this upcoming & loved vocalist. Come dive into the Sea of Soul with us...
Please tell us about your roots, place of birth, where you grew up & how it aided in your choice to be a musician?
I come from Johannesburg in South Africa, more specifically I come from Alexandra Township. I am the youngest of 3 children. When I was 2 years old my mom took my brother, sister and I to the US as she got a scholership to study there, we came back two years later, and moved around quite a bit, and then at 14 my mom took me with her to the UK where she was working, again for 2 years.
I honestly cannot say what it was in my environment or upbringing that drew me to music and performing. I do not come from a musical family, I was not particularly exposed to the arts growing up, if anything I grew up around academics. I always loved singing and dancing around the house, but was very shy of doing any of the sort at school or in public, until I got to the London in high school, and sang at the school concert only 2 weeks after my arrival; i subsequently became quite popular for my singing at the school. I guess, though I had sung here and there in previous schools before that, it was when I got such a positive response there that I thought 'hhmm, Im quite good at this'. Im really fortunate to have had my family's full support right from the beginning; that made the choice easier.
How do you feel music can positively influence the youth?
I think anything that allows young people to utilize their creativity and imagination is important. I think its important that young people receive a well rounded and holistic education, where their academics, but also their creativity is being developed; not one being valued over the other.
Where do you see the music industry in SA going to? South Africa has the most developed music industry on the continent, and I believe we are continuing to grow. I think we could start broadening our music palette, opening up commercial platforms like radio stations to a bigger variety of music; and not allowing radio stations to force feed us one type of music which is popular and mainstream.
What do you find hard about the lifestyle & career platform? It is challenging trying to make a career out of music, there are so many doors you have to open before you feel like you are finally making some progress, and as a woman it's even harder to get through. It is a male dominated industry so you have to contend with harassment and just not being taken seriously a lot of the time. You meet a lot of people who really just want to exploit you, so it is imperative that you not allow desperation to get the better of you. The best advice I have been given is to be patient in this industry, and if you are patient you will be able to weed out the real opportunities from the ones that are just disguised as opportunities.
What is your secret wish? ;) Well it would not be a secret if I told you, now would it? Haha. Well, i used to joke (but I was kind of serious) that I will know that I have made it once I'm being interviewed by Oprah. Like for me that's it. I will know I'm made. Haha. Jokes aside, I think it's no secret, i want to travel and spread my music far and wide. I want to make music that impacts people, that inspires people. I am also enjoying watching myself grow as an artist, and I'm excited about sharing the evolution of my Self through my music.
What advice would you give the people who want to make music a career? I would say educate yourself as much as you can about the music industry. Most people who get into the industry are young and know nothing about the business of music, if you want to be successful in music you need to educate yourself about the business. It is not enough to just want to sing, its not enough to just want to be an artist, in the beginning you really have to wear several hats; and do the most for yourself.Only once you have gotten yourself to a certain place will you be attractive to managers, booking agents or record labels. My point is this: don't wait for someone to 'discover' you, do the work yourself.
What are you currently busy with?
I am currently in Tanzania doing an East Africa tour, I am here promoting my debut EP titled Rapture. I will be back in SA to do some performances in Johannesburg and Cape Town. In the meantime, you can find my music on iTunes, Tidal, Spotify, Deezer, GooglePlay and others. You can follow me on social media for all that I am up to: @serati_sa on Instagram and Twitter, Serati SA on Facebook and Soundcloud.
Thank you very much! Love, Serati
Serati - Why Do You Tempt Me (Official Music Video) click:
https://www.youtube.com/watch?v=lNAN9XRcQy4
Be sure to check it out! You will NOT be disappointed!
#africa #africanmusic #SouthAfrica #music #soulful
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