South African artist Zwide, born Sthabiso Nxumalo, has taken a significant step in his music career with the release of his latest single “iAttention”.
This exciting new chapter comes swiftly after Zwide's recent signing with Sony Music Entertainment Africa, a move that promises to elevate his profile in the industry.
The track, which subtly reinterprets the English term “Attention” into isiZulu, reflects the complex interplay of love and financial stability in modern relationships.
“iAttention” features contributions from iconic maskandi artist Inkos’yamagcokama and Ashantiey, merging traditional sounds with contemporary themes.
In a conversation with Independent Media Lifestyle, Zwide elaborated on the song’s deeper meaning.
It draws from his own experiences of observing a woman caught in a romantic dilemma between two men, one wealthy yet emotionally distant and another struggling financially but rich in affection.
Zwide shared: "We live in times where money has become the mouthpiece for many, and the resource for almost anything and everything. This song brings to light the impact money has on us, especially in our relationships.”
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Raised in Ladysmith, KwaZulu Natal, Zwide's upbringing was shaped by the resilience of a family led by women.
His grandmother instilled in him values of respect and care towards women, setting a foundation for his character. Losing his mother at a tender age forced him into a leadership role, taking charge as the only male figure in his household.
Despite life’s hardships, including the struggle to find work in Johannesburg, Zwide always yearned to pursue his first love — music.
His journey began as a petrol attendant but he soon broke into the music scene with his hit maskandi track “Wenhliziyo Yami”, featuring well-known acts Mafikizolo and Umehlabomvu.
Despite initial setbacks, such as being underestimated by more established artists and grappling with financial challenges, Zwide's passion for music never disappeared.
He has since made significant strides, culminating in the release of his EP “iAttention”, which showcases collaborations with various artists he respects deeply.
"The music I make is actually ‘Skandiano’, a blend of maskandi and amapiano. It’s something that I came up with, and many people are now embracing it," he explained.
Looking ahead, Zwide has ambitious plans to establish a music festival focused on maskandi, aimed at providing a platform for emerging talent in his hometown.
He envisions launching the event annually to give back to the community that shaped him.
Additionally, he is excited about shooting a music video for “iAttention” in early 2025. As he continues to garner significant listener engagement, Zwide sees every streaming milestone as a source of motivation to create more music.