Bubble gum music legend Freddy Gwala finally gets recognition in South Africa –after a long time of being ignored

Gwala who remains hugely popular in Southern Africa and among African immigrant communities living in Hillbrow and Yeoville, is among a clutch of almost forgotten South African artists to be honoured at South African State Theatre this month.

By Edward Tsumele, CITYLIFE/ARTS Editor

If you were to scour night clubs, drinking halls, taverns and anything where there is drinking going on and music is part of that entertainment mix in the densely populated inner city flatlands of Hillbrow and Yeoville right now, and like a mad man whose head needs to be examined, carrying a poster with Freddie Gwala’s name, you likely to have the shock of your life.  Like an unknown celebrity who has found an instant fame from nowhere, you would be mobbed by hordes of fans. No.

These are not your fans, but those of the Amadambara icon Freddy Gwala. He rules both the hearts and dance floors of these overcrowded places of entertainment for this crowd of mainly immigrants from Zimbabwe and other countries of southern Africa, neighbouring South Africa.

He is probably more celebrated in those places, perhaps even more than modern day music celebrities pursuing popular music of the time such as Amapiano, Gqom, House or Hip Hop. To these communities, time has been frozen. Has not moved a second. The 80s still rule in their hearts and minds.

Their musical tastes have been frozen too, like an ice cream that defies the sun and refuses to melt even under intense heat.  This is especially for the older generations. But even young people, some of whom have been born in South Africa. Talk about the influence of musical tastes from parents. Passing their music tastes to their children.

Gwala is in fact not the only South African musician from days gone by, who is embraced and celebrated in those quarters.  He and his fans have managed to do what other mere souls have failed to do. That is make time stand still, as If confirming the idea that the only thing that is constant is time. 

The truth though is, Gwala is in fact not the only one among the 1980s South African bubble gum musicians whose influence on the southern African region music scene remains constant, intact, caught up in the time warp of the 1980s. That is when he and others, such as Yvonne Chaka Chaka, Lucky Dube, Chicco, the late Patricia Majalisa and the late Dan Tshanda, among others, ruled the dance floors and touched the hearts of music fans in the region.

In fact this crop of musicians during that time appeared to be more popular in the region than in South Africa itself whose musical tastes notoriously shifts so quickly that a new musician is celebrated today, tomorrow he or she  is declared a has-been.

Never existed as a new artist takes over the hearts of music lovers. As we speak, Gwala can probably walk to his neighbouring Spaza Shop in his Mzimhlophe neighbourhood in Soweto with no one recognising him. I remain curious If, he can casually do the same in Hillbrow and Yeoville, without a bodyguard trailing closely behind him for protection. Protecting him not from muggers that these places are notoriously known for. Protection from his adoring fans who are likely to mob him and cause chaos in the streets.

The point is, while South Africa seems to have forgotten this crop of 1980s bubble gum musicians, instead embracing new sounds over the years, the southern African region still adores these artists and their music.  In countries such as Botswana, Mozambique and Zimbabwe for example,these artists are still celebrated. Whether they have released a new albums or not.

That is the reason till their death, Tshanda and Majalisa for instance, were still popular in the region, getting bookings all the time.  For example, Tshanda seemed to have had two homes –South Africa his spiritual home, and Botswana his musical home. Right until the time he passed on.

That is how popular his music has been there. But unfortunately this country that seems to suffer from selected amnesia, to loosely quote young poet Kholeka Puthuma, only modern day artistic icons are celebrated. Or those pursuing other genres like jazz.

It is as if other genres like Bubble gum never existed in the first place. Yet the genre once stole the hearts of music fans in South Africa, and certainly in the region. In fact having given way to kwaito in the 1980s on the cusp of freedom, it can therefore safely be said to have given birth to that genre.

Other genres such as House, Gqom, Hip Hop and the modern day South African sound that is currently sweeping the dance floors in night clubs in South African and overseas, Amapiano,  took over from there. So Bubble gum music can therefore also be said to be the grandfather of these subsequent music genres that developed in a free and democratic South Africa.

However eventually Freddy Gwala will be getting the music horns that he deserves. He is among the Mzansi icons that will be honoured at the Academic Excellence Award Ceremony that will be held on  June 17, 2023 at the South Africa State Theatre  at 6pm. Gwala will receive a much deserved  Lifetime Achievement Award. The Amadamara  hit-maker will be honoured in the midst of esteemed Tshwane based business people, actors and musicians from various genres.

Among the award recipients will be Advocate Petunia Seabi-Mathope, Boikie Moditle Pholo, popularly known for the 1980s television sitcom Lesilo, Dr Violet M.Shai, Irvin Chairman Achaar Mashele, Jabulani Donald Mashamba, Mzwakhe Mbuli, Kabelo Seabi, Morongwa Broodie, & Ntja ya Pitori Oupa Machance Moema, Wiinie Khumalo,  Solomon Mysol Soka, Mokhukhu gospel music icon- Solly Moholo among others. Most of these unsung business people and professionals are the backbone of the thriving township economy.

Those behind these awards believe that this award ceremony will assist in reviving the music career of many artists, and also give exposure to unrecognised business people.

This recognition is happening against the background and context of post Covid-19 scenario, that saw the several industries in general and the creative industry in particular face immense difficulties. For people working in South Africa’s live music sector, 2020-2022 has been “devastating”. This was due to the country’s lockdown due to Covid-19 Pandemic. Live music suffered as many performers lost their income, accommodation – assets. A research was carried out on Live Music, its Venues and the South African Economy during COVID-19, by the South African Cultural Observatory, a government project hosted at Nelson Mandela University in Port Elizabeth.

The South African Cultural Observatory researchers tracked the impact of the pandemic on the creative industry.  For example among the musicians surveyed, 41% reported selling their instruments and equipment to pay their bills; others are living on loans that will need to be repaid. Since then many businesses have closed down and most performers have not recovered from the damage caused by the impact of the lockdown.

However come June 17, 2023, Gwala will eventually enjoy the limelight that has eluded him for years due to a country that suffers from collective amnesia, again to quote the title of Phutuma’s poem from a her insightful poetry anthology of the same name.