South African music has another story of a local sound travelling far beyond its origins, and this time, it is gwijo making the noise. Culture Motion and producer Pro Tee have officially released Ingoma Ezimnandi (iGwijo) on 16 October 2026, following a viral run that reportedly generated more than 200 million views on TikTok and reached audiences across Africa, France and beyond.

What makes the moment interesting is that the group built its following before becoming a household name. Their sound caught the attention of listeners online, showing how South African musical traditions can find new audiences without losing the cultural identity that makes them distinctive.

Culture Motion started with three members before expanding into a collective of 13 vocalists from different parts of the Eastern Cape. Together, they draw from gwijo, a communal singing tradition strongly associated with South African sporting culture, where supporters use rhythm, harmonies and collective voices to express pride and solidarity.

Now, with the backing of Asanda Empires, the group is looking to turn that online attention into a sustainable music career. The label recently signed Culture Motion, giving the collective a platform to develop its sound and introduce its music to wider audiences.

A song rooted in culture

Performed in isiXhosa, Ingoma Ezimnandi (iGwijo) carries an emotional message centred on a plea to God to protect one’s mother and bless her with beautiful songs. The track also references Jambase and iFani, connecting its lyrical themes to South Africa’s broader musical landscape.

For Culture Motion, the growing response has reinforced the value of remaining connected to their roots while embracing new opportunities.

“Culture Motion is more than a music group – we are a reflection of our culture, our upbringing and the communities that shaped us. Through AmaQubulo, we want to preserve our roots while introducing our sound to a new generation. Seeing people connect with our music, especially through Uzumgcine Umama, has shown us that our culture has a place on bigger stages,” the group said.

Taking the sound beyond TikTok

Although viral attention can introduce artists to millions of listeners, maintaining that interest requires more than a trending sound. The official release gives audiences access to the full recording while creating an opportunity for the group to build a catalogue and establish its identity beyond social media.

The four-minute-and-19-second track was produced and engineered by Thabiso Nkosi, with Avile Mfaxa serving as assistant producer and engineer. Recorded at Asanda Empires Studios, the song is published by Asanda Empires Publishing.

Asanda Empires talent manager Naledi Zibi said the label was excited to support the group’s development and help take AmaQubulo to bigger stages.

For Culture Motion and Pro Tee, the release represents a new chapter following an independently built following. The group says its plans include releasing more music, collaborating with other artists and reaching audiences beyond South Africa, while remaining true to its identity.

With the official release now available, the challenge is to turn those millions of views into lasting support. However, the story already demonstrates how a distinctly South African sound can cross borders, spark curiosity and introduce the country’s musical traditions to listeners who may be discovering gwijo for the first time.

10 MINUTES WITH CULTURE MOTION

1. How did Culture Motion come together, and who were the founding members?

The group was formed on 26 September 2025 by three founding members, Avuyonke Poni, Limnandi Dyan and Aqhama Msuthu , who shared a vision of reviving the group. We have been together for just over a year now, and although the journey has been short, our growth has been rapid.

2. Why did you choose Gwijo and AmaQubulo as your musical direction?

We chose Gwijo and AmaQubulo because they are part of our culture. It is the sound we grew up with at home, during ceremonies and at celebrations. While we respect all genres, AmaQubulo allows us to tell authentic stories and connect spiritually with our people.

3. What makes Culture Motion’s sound and approach different from other groups in the genre?

What sets us apart is our transition from Amagwijo to AmaQubulo. We don’t just sing – we bring energy, harmony, and a modern twist to traditional music. Our group is also diverse, with members from different areas, including Greenbushes and Dimbaza, each bringing a unique flavour to our sound.

4. Before signing with Asanda Empires, how did social media help introduce Culture Motion to a wider audience?

Before joining Asanda Empires, social media, especially TikTok, played a major role in our journey. Our song Uzumgcine Umama started trending, and people who had never heard of us began recognising our music. TikTok gave us a platform to reach audiences organically, even without the backing of a major label.

5. What was the journey like as an independent group before signing, and how did you manage the group’s dynamics?

Before signing, we were an independent group working hard on the ground, promoting our music on social media and performing locally. Our foundation was built on brotherhood and a shared dream. Everyone contributed ideas, we rehearsed together, and we worked towards the common goal of getting our music heard.

6. With so many members, how do you navigate different personalities and opinions, and what do you enjoy most about performing together?

One of the challenges is balancing different opinions, personalities, and schedules, especially with so many members involved. However, the highlight is what happens when we come together through music. The harmonies and collective energy make our sound special, and the support we give one another goes beyond music – we are like family.

7. Which song has introduced Culture Motion to the biggest audience so far, and what has the response been like?

Uzumgcine Umama has been a major part of our growth, particularly on TikTok, where it began trending and helped more people discover our music.

8. How has social media helped you connect with audiences beyond the Eastern Cape, including listeners internationally?

Social media, especially TikTok, has helped us reach people beyond the Eastern Cape. Locally, audiences in Gqeberha and the surrounding areas began showing interest and booking us. Internationally, having members from France and receiving comments from viewers outside South Africa have shown us that AmaQubulo can connect with people across borders.

10. What can fans look forward to from Culture Motion as you begin this new chapter with Asanda Empires?

Our vision is to grow Culture Motion into a household name in Afro-traditional music. With Asanda Empires, we plan to release a single and our debut album, collaborate with bigger artists, and take AmaQubulo to international stages while remaining true to our culture.