{"id":7025,"date":"2026-07-17T09:24:45","date_gmt":"2026-07-17T09:24:45","guid":{"rendered":"https:\/\/freshmenmag.com\/?p=7025"},"modified":"2026-07-17T09:37:03","modified_gmt":"2026-07-17T09:37:03","slug":"from-trash-to-treasure-udoti-udemedis-luba-ingcebo-listening-experience-signals-the-rise-of-south-africas-next-three-step-voice","status":"publish","type":"post","link":"https:\/\/freshmenmag.com\/index.php\/2026\/07\/17\/from-trash-to-treasure-udoti-udemedis-luba-ingcebo-listening-experience-signals-the-rise-of-south-africas-next-three-step-voice\/","title":{"rendered":"From Trash to Treasure: UDoti UDemedi’s “Luba Ingcebo” Listening Experience Signals the Rise of South Africa’s Next Three Step Voice"},"content":{"rendered":"\t\t
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South Africa’s music industry gathered in Sandton on Wednesday evening as Ziiki Media officially unveiled Luba Ingcebo, the highly anticipated debut EP from emerging artist UDoti UDemedi, marking not only the arrival of a powerful new voice but also a defining moment in Ziiki Media’s evolution from music distributor to record label.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Hosted at The Greenhouse in Sandton, the exclusive listening experience welcomed
members of the media, music industry professionals, tastemakers, influencers and artists for an intimate first listen to the seven-track EP before its official release at midnight. Throughout the evening, the spotlight remained firmly on UDoti UDemedi and producer K Zaka, whose collaboration has produced an EP that blends Three Step rhythms with deeply personal storytelling rooted in culture, identity, resilience and ambition.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Guests were taken beyond the music through conversations with the artists, learning how Luba Ingcebo became more than a collection of songs – it became an introduction to the person behind the name.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"photo_2026-07-17_11-08-15\"<\/figure><\/div>
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Speaking during the evening, K-Zaka reflected on collaborating across cultures and explained that their differences became one of the project’s greatest strengths.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"When UDoti and I met, we were already surrounded by people from different backgrounds. \nThat taught us something important, we weren't creating music as people from different \ncultures; we were creating as brothers from one country. Yes, our cultures are different, but \nwe're one nation with one sound and one purpose: to create music that people can enjoy, \nconnect with and see themselves in. Everything happened for a reason.\"<\/div>\n\t\t\t\n\t\t\t\t\t\t
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K-Zaka<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Producer<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The collaborative nature of the EP extended beyond its two creators. Artists featured across the project spoke about contributing themes that reflect the aspirations and realities of young South Africans\u2014love, friendship, family, travel, financial success and hope for a better future \u2014 creating an EP that mirrors the dreams shared by a generation. The launch also marked an important milestone for Ziiki Media, which used the evening to formally introduce its expanded vision as a record label committed to identifying, developing and investing in emerging African talent.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Speaking during an interview at the event, Arun Nagar, CEO of Ziiki Media, explained that discovering artists is about far more than musical ability. “Finding great artists is a holistic process. Talent has to stand out, but that’s only part of it. They need to connect with people, communicate their story and have that intangible X<\/strong><\/em>
factor. It’s difficult to define, but you know it when you see it. The moment I heard UDoti <\/strong><\/em>explain the meaning behind his name and the confidence with which he carried that story, I <\/strong><\/em>knew there was something special. His story deserved to be heard.<\/strong><\/em>”

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For Nagar<\/strong>, Luba Ingcebo represents more than a debut release. “This seven-track EP is UDoti introducing himself to the world. We’re taking one step at a time, allowing his journey to unfold naturally. His story from humble beginnings to believing he is destined for greatness captures exactly what we believe music should do: inspire <\/strong><\/em>
people while remaining authentic.<\/strong><\/em>“<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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For UDoti UDemedi<\/strong>, the evening represented years of preparation finally meeting opportunity. Raised in Pietermaritzburg, KwaZulu-Natal, the artist shared how his stage name, inherited from his grandfather, has shaped both his identity and his purpose.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"My grandfather gave me this name because he believed I was destined to do great things. \nAlong with my clan names, I was always encouraged to repeat them and remember where I \ncome from. I wanted to use that as my artist name because it's who I am. Growing up in \nKwaZulu-Natal, I always wanted to become one of the success stories from my hometown. \nThis EP is my introduction to the world and the beginning of that journey.\" <\/div>\n\t\t\t\n\t\t\t\t\t\t
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UDoti UDemedi<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Artist<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The name UDoti carries far deeper meaning than its literal translation. Rooted in family tradition and ancestral identity, it symbolises resilience, humility and the belief that greatness often lies hidden beneath the surface\u2014much like fertile soil nurturing life before it is seen. That symbolism forms the heartbeat of Luba Ingcebo, a project centred on transformation, purpose and possibility.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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As the clock struck midnight, guests counted down together before celebrating the official release of the EP across streaming platforms, bringing an unforgettable evening to a close. More than an album launch, the event reflected a growing confidence in South Africa’s next generation of artists and the continued evolution of Three Step as a genre capable of carrying stories that are deeply personal while resonating across cultures.<\/p>

With Luba Ingcebo, Ziiki Media has introduce has introduced a new voice, a new vision and a clear commitment to championing the next generation of African music. The seven-track EP, Udoti Luba Ingcebo, is now available on all major digital streaming platforms.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

South Africa’s music industry gathered in Sandton on Wednesday evening as Ziiki Media officially unveiled Luba Ingcebo, the…<\/p>\n","protected":false},"author":3,"featured_media":7026,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[1,23],"tags":[],"class_list":["post-7025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-freshmen","category-music"],"_links":{"self":[{"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/posts\/7025","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/comments?post=7025"}],"version-history":[{"count":16,"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/posts\/7025\/revisions"}],"predecessor-version":[{"id":7055,"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/posts\/7025\/revisions\/7055"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/media\/7026"}],"wp:attachment":[{"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/media?parent=7025"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/categories?post=7025"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/freshmenmag.com\/index.php\/wp-json\/wp\/v2\/tags?post=7025"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}