Homies’ Youth Day Campaign Celebrates South African Musical Heritage

On June 16, 2025, as South Africa commemorated Youth Day, the global creative collective Homies launched a powerful campaign that harnesses music to honor the legacy of the nation’s youth. This initiative, spearheaded by Homies’ Founder and Executive Creative Director Jena Dominique, recognizes South African DJs and artists as custodians of culture and community builders. The campaign, centered around the theme of freedom, uses music and storytelling to highlight the contributions of young South Africans to the global music industry, particularly in the realm of dance music.

Youth Day, marking the 1976 Soweto Uprising, is a poignant reminder of the courage and resilience of South African youth. Homies’ campaign taps into this historical significance, celebrating the current generation’s role in shaping cultural narratives through music. Dominique emphasized the importance of supporting and amplifying South African talent rather than extracting from their culture. “Over the last 18 to 24 months, we’ve seen the influence of South African music, culture, and talent rise in global dance music,” she stated, highlighting genres like amapiano and gqom that have gained international acclaim.

The campaign features collaborations with prominent South African DJs and producers, who have created exclusive tracks and performances that reflect the spirit of Youth Day. These works are shared across digital platforms, accompanied by short documentaries that explore the artists’ personal stories and their connections to South African heritage. The initiative has garnered significant attention, with posts on X praising Homies for its commitment to authentic representation. One notable project is a series of live performances in Soweto, where young artists performed alongside established names, fostering a sense of unity and cultural pride.

Homies’ efforts align with broader industry trends, as South African music continues to gain global recognition. The Southern African Music Rights Organisation (SAMRO) recently awarded grants to 120 music creators, supporting projects that promote cultural diversity and innovation. Homies’ campaign builds on this momentum, providing a platform for emerging artists to showcase their work. The initiative also includes mentorship programs, where seasoned musicians guide newcomers, ensuring the sustainability of South Africa’s musical legacy.

The campaign’s impact extends beyond music, inspiring conversations about the role of youth in shaping South Africa’s future. By framing artists as community builders, Homies underscores the power of music to drive social change. As South Africa reflects on its past and looks to the future, this Youth Day campaign serves as a vibrant celebration of the nation’s musical and cultural vitality.