South African gospel music icon Jabu Hlongwane has called for artists to focus on authenticity in music creation, saying real sound is what helps songs travel across borders and touch hearts.
Hlongwane made these remarks during the Mother Of All Gospel Shows (MOAGS) held at Mavuso Trade Centre on Saturday, where he addressed gospel artists on the importance of authenticity, originality and building a unique sound that can stand the test of time in the music industry.
Hlongwane, a co-founder of the legendary gospel group Joyous Celebration, is a celebrated singer, songwriter, producer and pastor who has influenced the gospel music scene for over three decades.
He said success in music was not only about polished production but about originality and truth in sound.
“What makes a song sell, what makes it live beyond the studio and beyond the stage, is its originality, its unique sound and its true identity,” he said.
He added that audiences are more interested in emotional connection than perfection.
“Audiences are not just looking for perfection, they are looking for connection. They want to feel something real, something that reflects truth, culture and purpose,” Hlongwane stated.
He warned that many artists fall into the trap of copying trends instead of building their own identity.
According to him, trends fade quickly, but authentic sound lasts longer and builds lasting careers in the industry.
“When music carries authenticity, it does not need to force acceptance; it naturally finds its place in people’s lives,” he said, encouraging artists to remain true to their creative voice.
Hlongwane further noted that originality is key to longevity in the music industry, stressing that artists who remain faithful to their sound are more likely to create songs that not only sell but endure over time.
