Apart from the song, there is also a campaign aimed at raising much needed funds to assist with initiatives linked to displacement, education and entrepreneurship.
The musicians, involved in the composing, recording and singing on the song, attended the star-studded launch of the song in Roodeport on Wednesday, 9 July 2008, last week, saying they hope to spread a positive message about South Africa and Africa.
The production of a music video, a series of public service announcements and fundraising and awareness-generating music events are also in the pipeline to carry the campaign's message that South Africans and Africans need to get along.
Spokesperson for the initiative Lee Kasumba said: “Musicians have the power to touch lives and change attitudes, their music transcends borders and unites disparate people and they have the ability to educate, inform and raise awareness.
“This is the thinking behind Not In Our Lifetime.”
During the attacks which took place throughout the country two months ago, more than 60 people were killed and hundreds more were injured. Some of those killed were South Africans. Tens of thousands of people were forced to flee their homes and others homes were burnt to the ground. Those displaced are being housed at temporary shelters around the country.
Kasumba and Ventilation Productions's Siyabonga ‘Slikour' Metana initiated the campaign because they felt there was a need for an initiative aimed at projecting a positive image of South Africa and Africa. They wanted to remind South Africans and the world that the continent thrives on the values of acceptance and respect.
The Not In Our Lifetime track communicates the message that our time should not go down in history as another era of tragedy. It aims to educate and uplift by avoiding a language of condemnation; instead, it reclaims Africa's proud history of supportiveness, the starting point of an initiative that stands for peace and respect throughout the continent and aspires to end injustice.
It is aimed primarily at the youth but one that is for all to join, support and stand to ensure that the legacy we all leave will be a proud unified one.
An initiative has also been created to find solutions by involving young opinion leaders and opening up discussions.
Metana said Africa suffered along with South Africans during the dark days of apartheid.
“South Africans and Africans must help themselves and unite behind an Africa that doesn't discriminate or dehumanise.
Pieter Verkade, chief marketing officer for MTN SA, said he was proud to be associated with this initiative and applauded the artists for not just conceptualising this initiative, but also making sure that it got off the ground.
“It is noteworthy that this is the first initiative of its kind by Africans, for Africans. Let's not forget that one of the most important aspects of this initiative is to raise funds, so we ask our fellow corporates to become part of this campaign and make a pledge.”
The track will be available for download on www.MTNLoaded.co.za at a cost of R5 per download. All proceeds from the downloads will go towards the initiative. The song is on offer as a Callertunez download exclusively by MTN for the next three months.
Callertunez are charged at R5 each for three months, and for the next three months - that is, until 9 October 2008, all proceeds will go to Not in our Lifetime campaign.
Artists and individuals involved in Not In Our Lifetime include: DJ Sbu Leope, HHP, Simphiwe Dana, Shugasmakx and Relo, KB, Nthabi, Tuks, MXO, Teargas, Andile Carelse, Lungelo , Pro, Kwela Tebza, Tumi and DJ Cleo. Other artists and individuals also supporting the campaign include: The Channel O family (Lungsta, Yolisa and KB), Live's Bonang, Udo Carelse, Zubz, Lebo Mashile, Unathi, Thomas Msengana, Mo Molemi, Thandiswa Mazwai Golden Shovel, Mpho Maboi and Swazi Prince Ntsika Dlamini, Jazzworx Studio, Lumko Dukashe Productions, Nandos, Loxion Kulca, ZA Kingmakers, Speakers Corner, Ernst & Young, Ventilation Productions and Liam Linch Photography.
Article published courtesy of BuaNews
