DJ Tira Turns 50 and Announces He Is Done Signing New Artists at Afrotainment
- DJ Tira celebrated his 50th birthday with a lavish party in Durban, KwaZulu-Natal
- The Afrotainment boss revealed he is stepping back from signing new artists after nearly two decades of building careers
- Tira said he wants young producers and independent label owners to step up as he shifts focus to his own music
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Source: Instagram
DJ Tira, born Mthokozisi Khathi, rang in his 50th birthday with a grand celebration in Durban, KwaZulu-Natal, and used the milestone to make a significant announcement about the next chapter of his career.
The man behind Afrotainment revealed that, after nearly two decades of building the careers of some of South Africa's biggest kwaito and gqom names, he is putting the brakes on signing new talent. His reasoning is straightforward: he believes he has done his part.
Tira Says He Has 'Done His Job'
"I've done my job, I bow out," Tira told Daily Sun, explaining that the time has come for a new generation to carry the baton.
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"I think now is the time to see a lot of young producers and young record label owners popping up and helping out. Now, Afrotainment will focus on DJ Tira," he added.
Since founding Afrotainment in 2007, Tira has had a hand in launching the careers of some of the genre's most recognisable acts, including Big Nuz, DJ Cndo, DJ Fisherman, Dladla Mshunqisi, DJ Gukwa, Joocy, Beast, Tipcee, the Qwab Twins, and Duncan, among others.
Championing Independent Labels
Rather than simply closing the door, Tira is using his platform to advocate for independent record labels, encouraging emerging entrepreneurs in the music industry to build their own structures. He made it clear that he remains available to those who need guidance, but his primary energy will now go towards developing his own artistry and music output.
Several artists currently under the Afrotainment umbrella are also said to be exploring their own independent ventures, a direction Tira wholeheartedly supports.
The announcement signals a natural evolution for one of South Africa's most influential music executives, who has shaped the sound of kwaito and gqom for close to 20 years.
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Source: Briefly News
