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Once Upon a Time in Joburg is a locally owned live music mini-concert festival, showcasing a strong focus on R&B and Neo-Soul.
Once Upon A Time Joburg announced Sasha Keable and GoldLink as this year’s hadliners. Pictures: sashakeable/Instagram, Joseph Okpako/ Getty Images
The notion that Rhythm and Blues (R&B) is dying stems from the fact that the genre is no longer as prominent as it was in the 1990s.
However, organisers of the music concert Once Upon A Time Joburg say the genre is alive and well, as they announced UK singer Sasha Keable and US rap singer GoldLink to their lineup for this year’s edition.
“We’ve heard that narrative — that R&B is dying — but it doesn’t reflect what we’re seeing on the ground,” Once Upon A Time Joburg founder Onye Iheukwumere, tells The Citizen.
Once Upon a Time in Joburg is a locally owned live music mini-concert festival, organised by Dr Bird Productions. The concert has a strong focus on R&B and Neo-Soul.
Last year’s edition had singer Marcus Harvey, Simmy, Fif_Laaa, and the US’s Xavier Omar as its headliners. That edition had more than 2,000 people in attendance.
“The energy in the room reminded us why we started this in the first place. It showed us there’s a real appetite for this kind of event — something soulful, curated, and intentional,” Iheukwumere says.
“We love R&B. And while it might not dominate the charts the way it used to, it hasn’t lost its power when it comes to live experiences.”
This year’s edition of 21st of Once Upon a Time in Joburg will take place on June 21 at the James & Ethel Gray Park in Joburg.
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Black women keeping R&B alive
Iheukwumere says black women, who are large consumers of the genre, have kept R&B alive.
“Especially in South Africa, where Black women, across all age groups, are still showing up for this music. They’re the ones driving concert attendance, and they’re the ones we’re building this for,” said the event organiser.
He adds that there may be a dip in sales for R&B artists, but there’s still a deep love for the genre.
“People love songs—songs with emotion, with storytelling-and R&B still delivers that.”
As much as Once Upon a Time in Joburg champions R&B, Iheukwumere says that they don’t see themselves strictly as an R&B festival.
“At our core, we’re a concert experience that celebrates great singing and songwriting. That opens the door for us to include artists who may not be traditional R&B but who make moving, well-crafted music.”
US singer and rapper GoldLink fits this description, as his music features melodies and harmonies characteristic of R&B, but also boasts raps that carry enough grit to stand alongside those of other rappers.
“GoldLink felt like the right move for where we’re at. He has an enduring fan base here — people who discovered him early and have stayed with him over the years,” shares Iheukwumere.
In 2019, GoldLink performed in Joburg at AFROPUNK. The year before, he was scheduled to perform at the Rocking the Daisies festival but was unable to travel to Mzansi due to unforeseen personal health reasons.
“His catalogue has depth, and it connects across R&B, hip-hop, and alternative spaces. There’s a lot of nostalgia attached to his music, especially for those who were on that journey with him from the start. He fits the vibe of what we’re building perfectly.”
GoldLink recently announced that he will release an album on Friday.
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Sasha Keable
Despite GoldLink being the most prominent artist on this year’s line-up, Iheukwumere says the UK’s Sasha Keable is this year’s headline act.
This is because Once Upon A Time Joburg sees itself as a platform to introduce unfamiliar talent to the local market. “To shine a light on artists who may not have had their moment here yet,” says Iheukwumere.
Speaking about Keable, the organisers describe her as “soulful, powerful, and has a voice that cuts through. We’re really excited to be introducing her to a broader audience in South Africa.”
Ever since her formative teenage years, the 31-year-old musician has consistently used music as a means of working through heartbreak and trauma, as well as celebrating joy and love.
Growing up, Keable’s Colombian mother played Latin music at home, while visits to her dad’s included everything from Aerosmith to Seal.
As a teenager, she was immersed in South London’s vibrant R&B and rap scene.
“I’ve always loved storytellers and artists that aren’t afraid to bare their soul,” she said, citing Donny Hathaway, Amy Winehouse and Stevie Wonder as some of the artists that shaped her early songwriting.
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