Tumi Musiq, a producer and artist from South Africa, is preparing to release a new single titled “Many Phases” after teaser clips drew early attention on social media.
The track follows “Soul Conversation”, currently his most-streamed release, and “Ditshepiso”. Preview content for “Many Phases” has surpassed 100,000 views on TikTok ahead of the official release.
Song themes and campaign rollout#
The song addresses personal growth, change and perseverance, drawing on different stages of Tumi Musiq’s development as an artist and producer.
Its promotional plan includes a three-part content series covering the production of the beat, the collaboration with featured artists and the inspiration behind the song.
One campaign video responds to listener speculation that the instrumental was produced by Amapiano producer Kelvin Momo. Tumi Musiq uses behind-the-scenes footage to show how the instrumental was created and to highlight his role in its production.
Radio and DJ activations#
The campaign will include radio and DJ activations in Johannesburg and Pretoria, which the artist identifies as his strongest streaming markets in South Africa.
The team plans to target community and campus radio stations, alongside DJs working within the soulful and private-school Amapiano scenes.
Content from radio appearances, DJ sets and audience reactions will be used across digital platforms during the campaign.
A visualiser documenting the release journey is also planned, featuring footage from performances, radio activations, DJ support and behind-the-scenes activities.
“Many Phases is a reflection of growth, patience and the journey of becoming. I wanted listeners to experience not only the music, but also the story behind it and the work that goes into bringing it to life,” Tumi Musiq said.
“Many Phases” will be available on digital platforms as part of Tumi Musiq’s latest release campaign.
