Amapiano songstress Mashudu is stepping into her power as an artist and reflecting on lessons learned about the business side of the industry. Known for her soulful voice on hits like Mina Nawe, which earned gold certification, Mashudu recently opened up about her journey in a candid interview on Behind The Brand with Cici.
During the conversation, Mashudu shared her experience of transitioning from being a voice behind the music to embracing her identity as a hit-making artist. For a long time, she preferred to let her music speak for itself rather than stepping into the limelight.
“I think I only started to get out of my shell last year, officially last year,” she admitted. “All I wanted was for people to listen to me instead of knowing the face. But now, you know the face!”
Mashudu also reflected on her initial naivety about the business side of Amapiano, which she now recognizes as a crucial part of success in the industry.
“I wish I knew the business part of Amapiano,” she confessed. Breaking it down, she added, “It’s branding, it’s publishing—publishing is now the money part of it. But at that time, I used to be that artist who didn’t want people to know me, just my music.”
Her realization highlights the importance of understanding branding and publishing as tools for building a sustainable career in music. Mashudu acknowledged that her reluctance to embrace public recognition early on may have limited her potential reach as an artist.
Despite these challenges, Mashudu is now embracing her journey with newfound confidence. She’s committed to showing her fans not only her voice but her full artistic identity.
Mashudu’s breakout hit, Mina Nawe, shows her undeniable talent, but she’s determined to expand her influence and grow her brand. As she continues to come out of her shell, fans can expect even more from this rising Amapiano star, who is learning to balance artistry with industry savvy.
