PROBLEM

South African music is often mislabelled under terms like “Afrobeats,” erasing the real stories and sounds that shaped us.

INSIGHT

Music means more when you know what it carried people through. These genres didn't just come out of nowhere. They were shaped by apartheid, by the people and places that needed them. Each one is a reflection of its time.


SOLUTION

QOOF QOOF is a campaign that brings these sounds to life. From illustrated characters and a zine to murals, posters, and listening events, it's a whole world built around the beat. QOOF QOOF is the sound itself.