As part of Women’s Month, I had the pleasure of linking up with one of the freshest and most dynamic new voices in the creative space – Lerato Zwane. She may be gaining momentum online, but don’t let the buzz fool you – Lerato thrives in her solitude. A proud introvert, she holds loyalty, honest communication and realness close to her heart. She’s constantly evolving – growing, learning and doing the inner work – not just for the culture, but for herself too. Right now, she’s becoming one of the coolest kids on the net – not because she’s chasing clout, but because she’s using her platform to advocate for young artists, ensuring that their voices are heard and respected.
This isn’t just another interview. This is about giving the unheard voices a platform to speak their truth and tell their stories – unapologetically and to the highest level. Let’s hear what Lerato Zwane has to say about the streets, the scene and the shift she’s helping shape.
Lerato, for those who may not know your full story beyond what they see on social media or at events, how would you introduce yourself? Who is Lerato Zwane behind the scenes?
I am a dynamic creative who moves fluidly across different roles, all rooted in a deep love for storytelling and community. At my core, I’m someone who thrives on connection and pushing culture forward, especially within South Africa’s hip-hop and creative spaces. Whether it’s podcasting, managing talent, being active on the ground at events or simply showing up where authentic stories are being told, I’m committed to creating space for voices that deserve to be heard. Beyond the scenes and away from the noise, I’m a quiet soul. I enjoy my solitude and, as surprising as it may be, I’ve always been more of an introvert. I hold loyalty, honest communication and realness close. I’m constantly growing, learning and doing the work – not just for the culture, but for myself too.
You began your journey in the music and entertainment space around 2022, post-COVID. What inspired you to commit to this culture?
What inspired me was how the culture bounced back. It came back louder, more intentional and more united. Being outside again, attending events, hearing people’s stories and witnessing artists pouring their truth into their work made me realise how powerful this space really is. I really loved the fact that some artists actually found themselves during lockdown – discovering their sound, crafting their identity and building something meaningful in isolation. I was curious and excited to see how that would translate in real life. I wanted to witness all that newly discovered talent live. It felt like a rebirth of creativity, and I didn’t want to miss it.
Before diving fully into the game, which artists grabbed your attention and made you fall in love with South African hip-hop?
The artists who really made me tap in and never let go of this game are Usimamane, Blue Pappi, LaCabra, Blxckie, Emtee and the late Riky Rick. Each of them brought something so authentic to the scene. What truly stood out to me was how so many of them embraced and expressed themselves through vernac. It made the music feel even more real; more rooted in where we come from. Riky Rick, especially, left a mark on me. The way he moved, how he gave people a platform, how he made sure everyone felt seen and heard – there was such power in that. Sometimes, I honestly feel like a female version of him. That heart, that purpose, that hunger to uplift others – it lives in me too. Honouring his impact in my journey feels necessary, because he planted a seed that still grows in so many of us.
As a young woman in the entertainment industry, which influential women inspired you – especially those who paved the way in music, media or culture?
I draw a lot of inspiration from women who are truly about the culture and move with intention. Bianca Naidoo, for me, is a huge inspiration. The way she’s carried Riky Rick’s legacy with so much grace, while still showing up for the culture in meaningful, behind-the-scenes ways – it’s powerful. Thuthu Buttons and Thuli Keupilwe (Keuppz) are also women I look up to. Their presence in music and media, and the way they champion local talent. And, of course, Moozlie. She’s shown us how to move confidently through different spaces – artist, presenter, businesswoman – all while staying rooted in who she is. Her versatility and boldness are something I truly admire. Each of these women has carved out a space for herself and for others, and that’s what inspires me most.
You’re very much tapped into the new wave of South African rap and its evolving sound. Would you say you only gravitate toward new-school artists, or do you also engage with old-school hip-hop?
I definitely gravitate towards both the new wave and old-school hip-hop. I love what the new school is doing right now – the sound is fresh, experimental and rooted in real stories from this generation. But, at the same time, I still bump jams from back in the day, even now. There’s a certain nostalgia that comes with the old school, especially because my dad used to play a lot of that music for me when I was growing up – Teargas, Mandoza, TKZee and so many others. The old-school artists really laid the foundation. They paved the way for everything we’re seeing today, so it’s important for me to stay connected to that part of the culture too. I think there’s a beautiful balance in appreciating both eras. The evolution of sound is inspiring, but the roots are just as important.
You’re no longer just seen as a social media commentator – you’re now a full-on culture curator. People even discover new music through you. Does that level of influence come with pressure?
Honestly, it doesn’t come with pressure for me. I genuinely just embrace each and every moment of it. The fact that people discover music through me – it still feels surreal. I can’t even fully fathom that I have that kind of influence. It’s crazy to me, in the best way. But more than anything, it motivates me. I feel inspired to make sure people are tapped in the way I am. Whether it’s new drops, artists on the come-up or moments happening in the culture, I love being the one to connect people to what’s moving.
You stepped into the scene at a time when hip-hop is resurging in SA. It wasn’t gone, but it was overshadowed by amapiano. Would you say we’re now headed in the right direction?
Yes, definitely. I absolutely love the state that SA hip-hop is in right now. It’s exciting to witness this resurgence – there’s so much being introduced to us, from fresh talent in the streets to new voices in media who are actively documenting and breaking down what’s happening in the scene. There are more commentators, curators and reviewers now, which means people are more informed and more engaged than before. The artists themselves are showing up consistently, dropping music and visuals and really pushing their craft. It’s no longer about proving that hip-hop is still alive – it’s about showing that it never left; it just evolved. And right now, it feels like we’re moving in exactly the right direction. I’m here for all of it.
Artists like Qwellers, Kane Keid and KindlyNxsh are pushing boundaries, but OGs like K.O and Kwesta are still charting. Do you think there’s a healthy balance? And can the new generation carry the culture forward like the legends did?
Yes, I genuinely believe there’s a healthy balance right now. Seeing OGs like K.O and Kwesta still charting is not only inspiring, but also a reminder of the groundwork they laid for the culture. It sets a standard and quietly challenges the new generation to aim higher – not just for fame, but for real impact and longevity in the game. When it comes to the new wave (Qwellers, Kane Keid, KindlyNxsh), they’re not just creating for the moment. There’s intention behind what they do. You can feel the hunger, the vision and the love for the craft. They’re serious about shaping something that lasts. If they keep pushing and stay consistent, I don’t doubt that they’ll carry the culture just like the legends did – and eventually become legends themselves.
Longevity is a major concern these days – and we know attention spans are shorter. Do you think new artists are making music that lasts or is it more about quick vibes than craft?
Definitely, some of the new artists are making music that lasts. While there are a lot of guys creating music that’s vibe-driven and made for the moment, many of them are quickly realising that longevity matters. The more they grow, the more they understand the importance of making music that stays relevant, connects emotionally and leaves an impact on the listener. An artist like Lowfeye is a perfect example of that. His music blends strong storytelling with clean production, and it’s the kind of sound that’s not only radio-friendly but also timeless. It speaks to different age groups and resonates across all kinds of listeners. So, while quick vibes still have their place, I do believe more and more new artists are moving toward music with substance.
You wear many hats – culture curator, artist liaison, co-ordinator… How do you manage all of that while still maintaining your personal life?
It’s definitely a lot to juggle but I’ve learnt to move with intention. I don’t try to do everything at once. I prioritise what needs my energy most in that moment, and I make sure everything I do aligns with my bigger purpose. That’s what keeps me grounded. Also, I’ve realised how important it is to protect my personal life. I’m actually quite a private and introverted person outside of the industry, so I make sure to create space for rest, reflection and the people who truly know me beyond the work. That balance helps me stay inspired and avoid burnout. It’s not always easy, but when you’re doing what you love, it becomes worth it – and it teaches you how to pace yourself without losing who you are.
The new generation lives online. How important do you think social media is for SA hip-hop culture today? Do you still see value in traditional media and print?
Social media is extremely important for SA hip-hop culture today. It’s where we discover each other, where artists break out and where conversations around the culture are happening in real time. It allows us to connect instantly, build communities and tap in deeper – whether it’s through music drops, freestyles, interviews or just seeing how artists move. It’s a huge driver of visibility.
But with that said, I still see so much value in traditional media and print. I actually wish we were still more tapped into that side of things. There’s something timeless and intentional about reading a printed article or seeing an artist featured in a physical magazine. It brings a certain weight and legacy that sometimes gets lost online. Both can exist together, and I think the culture would benefit from that balance.
ou might not have been around for the ’90s or the early 2000s rap era, but if you had to compare a rapper from that time with a new-gen artist, who would it be and why?
If I had to draw a comparison, I’d say ProVerb from the earlier era reminds me a lot of an artist like Kane Keid today. ProVerb has always been known for his sharp storytelling, thoughtful lyricism and consistent craft – qualities that really set a standard for South African hip-hop. Kane Keid brings that same level of dedication and skill to his music now. It shows that, while the sound evolves, the art of storytelling and strong lyricism remains just as important in carrying the culture forward.
With AI becoming more common in media and music, do you think it could threaten the jobs of culture curators and journalists? Or is there a way to work alongside it without losing authenticity?
Nah, I don’t think AI is going to threaten the jobs of journalists and culture curators. Instead, it’s more about how we use it – as an extra tool that can help us get work done more efficiently. At the end of the day, authenticity and accuracy comes from the human touch – the lived experience, the perspective and the connection we bring. AI can support us, but it can’t replace the realness and insight that people in the culture provide. So, it’s all about working alongside it; not letting it replace what makes our work genuine.
Speaking of authenticity – in your opinion, do skills and lyrical ability still matter in today’s game, or is it all about vibes and streaming numbers?
Lyrical ability and skills definitely still matter in today’s game. As much as the industry has shifted and vibes are a big part of the culture, listeners still look for substance, meaning and that authentic, relatable feel in the music. The bars, the pen, the storytelling – that’s what sticks with people long after the hype fades. Vibes and streaming numbers are important, sure, but they come second to the impact of a well-crafted song. Skill is what sets artists apart and gives the music real staying power.
And just because an artist gets high streams, does that automatically make them the best?
Absolutely not. High streams don’t automatically make an artist the best. There are incredibly talented artists out there with less than 5,000 monthly listeners – even under 1,000 – who are making high-quality, meaningful music. Streaming numbers are just one part of the picture. They reflect reach, not necessarily impact or artistry. Greatness is about the music itself, the message, the consistency and the ability to move people – not just numbers on a screen.
Who are some rising artists you’d like to spotlight or recommend for people to check out after this interview?
Lunmctik, Dollxr, Antidote East, Flyboi Tai, FlowaBoii, MSI, Umntungwambulazi, Lizzy Lane, Efa (previously known as Eev), Dopeboyy Smilo, OceanDrip and Aim0 Lenyora.
Honestly, the list is long – the underground is packed with talent right now – but these names are a solid start for anyone trying to tap into the future.
Your personal top five artists from KZN?
Sjava, Blxckie, Nasty C, Okmalumkoolkat and Qwellers.
You attend a lot of the hottest events – which one has been your favourite so far and why?
I’ve had the chance to attend some of the dopest events – from CottonFest, Back to the City, Boiler Room and Qwelfontein to brand activations by Jägermeister, Red Bull and Spotify. But if I had to pick a favourite, CottonFest takes the crown. It’s the way it brings together the whole culture – hip-hop, streetwear, art and youth energy – all in one space. It’s a creative melting pot that celebrates authenticity, individuality and unity. Every year, it reminds me why I love the scene so much.
What do you think South African events and festivals still lack or need to improve on?
One thing I think South African events and festivals still need to improve on is how they scout and select artists. A lot of event co-ordinators don’t seem fully tapped into what’s happening on the ground. There’s a whole wave of new and exciting talent that’s being overlooked – artists who are working hard, building real momentum and deserve those big stage moments. I’d love to see more event managers and directors doing the homework, being present in the culture and booking artists who truly reflect the current movement. That fresh energy is what keeps events exciting and relevant.
What else can we expect from you in 2025?
You can definitely expect to see a lot more of me. I’ll be showing up at most of the key events, staying connected to the culture and actively supporting the scene. I’m working on creating my own brand that focuses on amplifying the new wave – giving upcoming artists more visibility and creating platforms that genuinely support them. I’ll be introducing fresh talent to the public, curating moments that matter and continuing to champion the voices that deserve to be heard. I also want to collaborate with more brands, co-ordinate unique and meaningful events and dive deeper into documenting the culture – from performances to behind-the-scenes moments.
Just for fun – if you had any superpower, what would it be and why?
It would definitely be teleporting. Yoh, imagine being able to just appear anywhere in an instant! Sometimes, there are so many events happening at the same time and I have to pick just one to go to. But if I could teleport, I’d be everywhere at once – catching all the vibes, linking up with everyone and never missing a moment. I could even find myself at the Met Gala overseas or in a studio session where Lil Baby or Cardi B is dropping bars – just like that! No long flights, no stress – just instant access to any place or event I want. That would be next level.
Lastly, how can everyone connect with you through your socials?
On Instagram, Threads and TikTok, you’ll find me at @lerato.zwane_.
On X, I’m @lerato_zwane_.
Feel free to follow, DM or just keep up with what I’m working on. I’m always sharing updates, events and new projects!