SA: Audiomack names Uncle Waffles as new #UpNow cover artist

Launched in April 2020, #UpNow aims to spotlight and promote the next generation of global music superstars. Uncle Waffles will represent the platform’s emerging artists programme in a variety of musical genres, including hip hop, R&B and amapiano, on a global scale.

In addition, Uncle Waffles – who recently headlined the inaugural Audiomack House in Johannesburg, South Africa – will be featured as a cover star on Audiomack’s #UpNow playlist. Her music will receive extensive promotion through various channels including specialised marketing, editorial, social media campaigns, playlisting, curated videos, and much more.

“Growing up, Swaziland didn’t have a creative community and we had limited opportunities for individuals to showcase their artistic abilities,” Uncle Waffles said. “Therefore, I am appreciative of the recognition and platform provided by Audiomack, as it denotes a significant difference and appreciation for my craft and abilities. I aspire to be remembered as someone who achieved the impossible in every aspect.”

The announcement marks the beginning of a long journey for Uncle Waffles, who released her debut EP on Audiomack in March 2022. In the past year, she accumulated more than 2.8 million global streams on the platform, with more than 70 000 monthly listeners. Most recently, Audiomack sponsored Uncle Waffle’s US tour in November and early December.

The star received seven nods at this year’s Amapiano Awards, including Amapiano Artist of the Year, Best Amapiano Female Artist and Best Amapiano Newcomer. Her rapid rise reached new heights when it was announced that she earned a coveted slot to perform at Coachella in April 2023.

“Uncle Waffles is truly deserving of this honour. In less than a year, she went from making her first Audiomack upload to performing at Coachella and it’s a testament to her talent, commitment, and ambition,” Audiomack SVP of marketing and brand strategy Jason Johnson said. “She’s carving a new lane for amapiano artists, and we’re excited to witness her grow into a superstar.”

Meanwhile, Uncle Waffles is premiering an exclusive song with Audiomack called ‘Khumbula’ for the campaign and the teaser can be heard in the promo of her Upnow promo video. Uncle Waffles’ recognition comes three months after Audiomack tapped US rapper GloRilla as its #UpNow artist in November 2022. Other past #UpNow honorees include Rod Wave, EST Gee, Blxst, Pooh Shiesty, Sheff G, Omah Lay, Ayra Starr, and Black Sherif.

Listen to the #UpNow playlist here.