SA: Jacquel Entertainment signs 2Shoes in new partnership

The agreement marks a new phase for Jacquel Entertainment, which said it is focused on developing artists with a global outlook. The label described 2Shoes as part of a broader creative direction centred on long-term artistic development rather than short-term releases.

2Shoes, who was born and raised in Johannesburg, has built a profile as an Afro-fusion artist working across Afrohouse, house and electronic music. He has performed at events including AfroNation in Portimão, Boiler Room in Amsterdam and a closing set at Hï Ibiza, and has supported Canadian producer Kaytranada during a Johannesburg performance. In addition to music, he also works as a visual artist and designer.

TRESOR, who has previously contributed to international projects including Drake’s Honestly, Nevermind and collaborations with Ed Sheeran, said the signing was based on both artistic and conceptual alignment.

“It started with the music, there has to be something undeniable sonically,” he said. “But very quickly I realized 2Shoes wasn't just making songs, he was building a world. The visual language, the design sensibility, the way he performs, it all felt intentional and interconnected. That's rare.”

He added that Jacquel Entertainment is focused on long-term cultural development. “We are doubling down on building culture, not just chasing hits. We're not interested in volume. We're interested in meaning, in identity, and in artists who can stand globally without losing their core. 2Shoes represents the next phase of that vision.”

2Shoes said the partnership provides structure for his creative work and development. “Finding a home at Jacquel meant I can finish a lot of songs I've been working on,” he said. “Jacquel also offers the possibility for me to be involved from start to finish in terms of creative vision, feeding into my holistic creative approach in all the things that I do. It's finding a clan to do certain operations with.”

The partnership is expected to begin publicly with the release of a debut record on Friday, 3 April. 2Shoes said the project reflects his current artistic direction and sound.

“This record is a combination of all the sounds I've been working toward,” he said. “This sound is me claiming that space, saying, I'm here. This is what I do.”

Jacquel Entertainment said the release marks the beginning of a longer-term rollout for the artist as part of its global strategy for African talent development.

Contributors: Shaked Khuzwayo, Nkululeko Njapa, Sisi Nkabinde and Mpumelelo Xaba