Listen to and follow the ‘BoF Podcast’: Apple Podcasts | Spotify | Overcast
The author has shared a YouTube video.You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future.
Background:
A DJ from South Africa who survived a life-altering accident on the night of Nelson Mandela’s release, Black Coffee has gone on to headline the world’s biggest stages. At BoF VOICES 2025, he talks about reshaping perceptions of the African continent. “If you Google a picture of Africa, it’s not going to be the most positive picture you see,” he says. “To be a DJ in South Africa, it’s one of the toughest things because almost every DJ is amazing. To be a DJ on the global level is way tougher because I come from a continent that was, or maybe still is, not seen as how it truly is.”
In conversation with BoF founder and CEO Imran Amed, Black Coffee traces the work behind global credibility, rejects pigeonholes and shares how he’s opening doors for the next wave.
Key Insights:
- To compete beyond South Africa, Black Coffee says he had to work on the music and the optics of Africa on the global stage. The solution was rigorous self-presentation: “Whilst I was growing as a brand, fashion played a very big role for me. I was very conscious of how I presented myself,” he says. “The bigger the brand, the more intentional I was. It took a lot of work,” that mix of sound, style and discipline underpinned his transition from local star to international headliner.
- The night Nelson Mandela walked free changed his life forever. Struck in a crowd by a taxi and left with a nerve damage injury, he channelled his recovery into music and silence into resolve. “[Mandela’s] release from jail marked the beginning of a different journey for me, the first day of the beginning of Black Coffee,” he says. Speaking publicly about the accident only years later, he refused pity and insisted on being seen first as a musician with “passion and love for music.”
- Black Coffee is blunt about structural bias. “At the Grammys, instead of giving Tyla a number-one pop award, they will create a new genre or category where it’s best African,” he says. Reflecting on his own experience at the BET Awards, he recounts: “We were all given our awards on Friday and we were not invited on the main show on Saturday.”
- His advice to young creatives is simple and radical: “Just listen to your voice. That voice is the voice that will make you the greatest.” The mission is not only visibility but parity – moving African talent from a side-room to the main stage.
