Following the success of his A-list-filled Afrotainment marquee at this year’s Durban July, there is no stopping prominent South African entrepreneur DJ Tira.
The well-known producer behind some of Durban’s biggest music stars had a health scare recently when he collapsed at home.
DJ Tira is now taking care of himself, but there is still work to be done.
We spoke to him about music, his growing empire and his advice for building a brand.
As a young boy what type of music did you listen to?
Hip Hop, Vusi Letshoalo had a show on Metro FM that played mixtapes mixed internationally. I was so fascinated by the way they mixed the songs and how the mix kept flowing. Until today, I don’t miss Metro FM’s 7pm back-to-back mixes slot on Saturdays.
What are the things that influence you as a musician and songwriter?
The love to see people having a good time, my city Durban, the energy of the Durban party life.
Who was the most memorable artist you’ve worked with, and why?
Big Nuz. They are so talented, they have the skill to write songs and I have learned a lot from them. They make making music so easy, and that is how it should be stop complicating things and just have fun making music.
With everything that you do, what are the things that take up the bulk of your time?
The studio takes up a lot of my time. I spend a lot of time working on my songs to make them perfect. Also, I don’t stop making music; maybe I slow down, but I never stop.
The Afrotainment tent was the most sought after marquee at the Durban July this year, how does that feel? I’m so happy, I worked with a very dedicated team everything was beautiful.
How do you think the rise of Gqom music has influenced South African music?
The Rise of Gqom has given life to house music. My wish is to take the local sound to the world. Originating from the township Gqom has helped in making more young careers in the industry, such as Distruction Boyz, and Rude Boyz.
There has been a huge spike in hip hop music in South Africa, why do you think this happened?
Hip Hop artists have put some effort into their craft. It’s really paying off.
What advice do you have for DJs who want to expand their brand?
You need to take your brand seriously. Invest in your craft.
There is no short-cut to the top. Put in the work, try working with big brands/artists to elevate you.
The only thing you have is your talent - make it work for you. If you are really a dope, people will support you.