For Brooklyn, championing local music has always been more than just a job description; it’s a deliberate practice. Having built a multi-disciplinary career across radio, digital publishing, and brand storytelling, the Commercial Digital Officer at Gagasi FM has seen the industry from every angle, from the studio floor to the boardroom table. But despite the commercial pressures, his focus remains on the stories that matter.
In this conversation, we explore the nuances of media access, the truth about ‘making it’ in SA, and why intentional curation matters now more than ever.”
Here’s how the interview went down!
The Professional Journey
How do you describe the work you do today, and at what point did you realise this wasn’t just an interest but a career path?
BROOKLYN: At its core, my work sits at the intersection of storytelling, culture, and strategy. I curate moments, whether through music, digital content, live experiences, or brand narratives, that resonate authentically with audiences. I don’t just promote content; I contextualise it within culture and timing.
The shift from “interest” to “career” happened when intention replaced experimentation. When I realised that people were trusting my judgment, my taste, and my ability to translate culture into impact and that this trust carried responsibility I knew this was no longer a hobby. It was purpose-driven work with real influence.
The Industry View
From your vantage point, what truly distinguishes local artists who break through from those who continue to struggle, despite talent?
BROOKLYN: Consistency, clarity, and community. Talent opens the door, but discipline keeps it open. Artists who break through understand their identity, show up relentlessly, and build ecosystems around themselves, teams, audiences, collaborators, rather than waiting to be “discovered.”
Those who struggle often rely solely on talent, without investing in structure, storytelling, or long-term vision.
What is the biggest misconception, or lie, that people believe about how the music industry actually works?
BROOKLYN: That success is instant and fair. The industry rewards strategy more than sentiment. It’s not always the best song that wins, it’s the best-positioned one. Visibility, relationships, timing, and data often matter as much as creativity, if not more.
The Art of Curation
With access to both data and instinct, how do you balance music with real artistic value against what’s simply trending in the moment?
BROOKLYN:
Data tells me what people are engaging with; instinct tells me why. Trends are useful indicators, but they’re fleeting. Artistic value endures. My approach is to use data as a compass, not a steering wheel, allowing instinct, cultural context, and emotional resonance to make the final call.
True curation isn’t about chasing the moment; it’s about shaping it.
The Festive Top 10
Why does the festive season remain such a high-stakes, make-or-break moment for music releases in South Africa?
BROOKLYN: In South Africa, the festive season is cultural currency. Music becomes the soundtrack to travel, celebration, memory-making, and identity. A festive hit doesn’t just chart, it embeds itself into people’s lives. For artists, this period can define longevity, secure bookings, and cement relevance well into the new year.
What guided your choices when curating your Top 10 this year—and which artists made the list?
BROOKLYN: My guiding principles were cultural impact, replay value, cross-generational appeal, and how deeply the music connected with real-life moments. These are songs that moved people, on the road, at grooves, at family gatherings, and on digital platforms.
The 2025 List:
- Kabza De Small “Ngiyozama”
- MaWhoo ft GL Ceejay & Thukuthela “Bengicela”
- Kelvin Momo ft Thatohatsi “Amalanga”
- Dankie Boi, Gold Max & Blacks Jnr “Vala”
- Dladla Mshunqisi ft Beast RSA “Puku Puku”
- Kamo Mphela “Partii”
- Thukuthela ft Dlala Thukzin “uValo”
- Lordkez ft Cassper Nyovest “Awe (Remix)”
- Boohle, Nia Pearl, and Sam Deep “Shela”
- JazzWRLD, Thukuthela & GLceejay “Umoya”
The Future
What is one critical conversation you think the music industry is actively avoiding right now?
BROOKLYN: Artist sustainability beyond virality. We celebrate numbers, but we rarely discuss mental health, financial literacy, ownership, and career longevity. The industry moves fast, but it doesn’t always protect the people powering it.
Looking ahead, what excites you most about the future of digital storytelling and music culture?
BROOKLYN: The decentralisation of power. Artists and creators are no longer waiting for permission, they’re building direct relationships with audiences through digital storytelling. What excites me most is the rise of intentional narratives: artists who don’t just release music, but build worlds, values, and movements around their sound.
The future belongs to those who can tell their stories clearly and consistently across every platform.
Source(s): Image(s) supplied
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