About five years ago, Jeff Maluleke did the unthinkable. While other musicians his age dabbled in kwaito, he made a gigantic move.
Then only 23, he joined the big league and musically rubbed shoulders with the likes of Jabu Khanyile, Kutu, Sibongile Khumalo and Vusi Mahlasela.
"People think you have to be old and big to play serious music. They form their own picture, which is usually wrong," Jeff said.
Jeff's small frame and his young age belie his musical virtuosity, which recently scooped him the Revelation of the Year accolade at the Kora All-Africa Music Awards.
"Winning a Kora isn't an easy thing. You come up against other heavyweight African musicians. I was at a loss for words because I didn't expect to win. Even if I didn't win, I would still be happy. For me it's enough to be nominated," he said.
Although lauded only now as as a "revelation", Jeff's been a serious contender for a Kora for the past five years or so. He has been nominated before, but he has never won.
"I see this award as one step up the ladder. This will boost my career and even boost sales of my new album Vukati. It will send a message to the people out there that we have quality in South Africa," he said.
"Perhaps, I would even get an opportunity to perform outside the country. It would be nice to reach a wider audience."
But Jeff has already reached his SA audience with hits such as That's the Way (as Hagonya), Dzovo, Juliana and Kilimanjaro. Now, he's over the moon about his latest release Vukati.
"I'm excited about this album. I wanted to get in touch with my roots. And that's exactly what I've done," he said.
"I'm trying to go back, take a step back to my culture. My previous albums were experimental. This new album will identify where I come from; it will identify me."
When Jeff sets out to create music he listens to his ancestors. "They come into you and influence your music. These are simple songs that people will love."
He started in the early 1990s and, like other youngsters, he flirted with kwaito. He met Arthur Mafokate and created thumping kwaito beats as Papa Jeff.
The, together with Pat Dubazana, he formed Hagonya, who were commissioned to create a song, That's the Way, for World Environment Week.
The group was nominated for a best group award at the 1997 SA Music Awards, pitted up against Ladysmith Black Mambazo, QKumber Zoo, Stimela and Soweto String Quartet.
He later developed his own sound, which is something that is constantly developing.
Jeff Maluleke has come a long way, and deserves to enjoying the basking under the neon lights that comes with winning a Kora and having a new album.
"To win a Kora should be a luxury. It must have a huge price, so that every artist would work hard to win it."