“For a South African Country single to make an immediate impact like this is a huge accolade - landing on some of the world’s biggest playlists in its first week as an independent act when it’s a niche genre in Africa. Home has already established a strong foothold in the lucrative US streaming market,” says Wendy Verwey Bekker, Head of DSPs and Label Services at I Be Music. “Home also achieved significant traction across Sub-Saharan Africa, landing placements on New Music Friday South Africa, New Music Friday Naija, New Music Friday Kenya, New Music Friday Ghana, and reaching #8 on Fresh Finds Africa. The coordinated support from Spotify and Apple teams across the region was key to unlocking this success, with Home peaking at #5 on Shazam’s Country and Americana Risers worldwide.”
I Be Music founder Ian Bredenkamp adds: “This is a landmark moment for an independent South African act. While Amapiano and Afrobeats have achieved major international breakthroughs, Country Music exports from Africa are almost unheard of. Our strategy with BlackByrd has been to execute an integrated marketing plan in a rollout more familiar with agency models. We considered BlackByrd’s exceptional storytelling abilities and provided services that landed international DSP wins while securing crucial domestic FM radio support. Home is already enjoying daytime rotation on Jacaranda FM, OFM and Kfm 94.5, showing the strength of the track both locally and abroad.”
With two South African Music Awards (SAMAs) already under their belt and a career that began with a Gold debut album (Strong), BlackByrd has built a reputation as one of South Africa’s most successful female groups. Their 2024 relaunch has seen the trio return stronger than ever, with Didn’t I surpassing 1 million YouTube streams and follow-up singles cementing their Country-Pop sound.
Speaking about Home, vocalist and writer Tarryn Lamb notes: “It was one of the most challenging songs we have written. It is about that one person who feels like your anchor, your safe space, your home. The song went through many iterations, but with the guidance of producer Loki Rothman and a key writing session with Jacob Swan, we shaped it into something we are truly proud of.”
