The South African production duo Jay Em has released their new EP titled 'iSOTTA,' which is the brothers' most personal project to date. This musical project consists of seven tracks and is dedicated to the vibrant culture of their hometown, Gqeberha.
Taxi Culture in Focus
The brothers, whose real names are Ruayn and Wayne Sebia, highlight the bustling streets of the city in their work, telling about the key role played by iconic Toyota Siyaya minibuses. These taxis helped spread new music among residents of Port Elizabeth and all of South Africa.
Popular
This happened long before the advent of streaming services and social media, when music producers intentionally created compositions taking into account the needs of taxi drivers. This deliberate approach to music creation was based on the understanding that if a track became popular on these routes, it would spread organically.
Taxis as a Media Platform
To a large extent, taxis functioned as radio stations, playlists, and meeting places, making them one of the most powerful distribution channels before the digital age. Since 'iSOTTA' evokes nostalgia in many South Africans, the brothers explained in an interview with 'Independent Media Lifestyle' that the decision to tell this story about the country's noisy taxi culture came to them unexpectedly.
They shared that they have always been involved in music, creating for themselves and for other artists they have been fortunate to work with. By creating this special sound they heard in childhood, they recalled many moments that made them love music. It reminded them of the atmosphere of the music scene at that time: its energy, culture, and emotions.
Project Philosophy and Recognition
The duo soon realized they wanted to share this music with all of South Africa, and the story behind 'iSOTTA' unfolded naturally through the sound itself. Jay Em believes their task was simply to package the music in a way that listeners could experience the same memories and emotions as they did. Jay Em's achievements include co-producing the album 'We Made It' by the group Mi Casa, nominated for the South African Music Awards (SAMA), as well as a collaboration nominated for AFRIMA on the track 'Toca.'
Special Tracks and Tribute
At the heart of the EP is the strong track 'Need To Know,' a collaboration with Luke M and Botswana vocalist Kali Midja. This song is dedicated to the memory of Jay Em's late friend and colleague, producer Four7. Jay Em noted that Luke M's participation in the recording is very important to them. 'iSOTTA' is a message of love to Gqeberha and its taxi culture. Including Luke M in the song was a moment of completeness for the brothers, as the track also begins with the iconic phrase of Four7, voiced by Luke M, adding another deeply personal layer to this tribute.
Furthermore, 'iSOTTA' includes brand new compositions such as 'Borrels' and 'Tick Tok,' which gained significant traction on social media even before the release. A strong sense of community permeates the entire EP, from honoring taxi drivers and local producers to celebrating their hometown.
Community and Legacy
In an industry that often focuses on individual success, Jay Em emphasized that what drives them is a 'deep love' for their city, prompting them to focus on collective stories through their music. The duo is very proud of their origins and believes that Gqeberha possesses a unique energy and culture that the whole world should know about. For Jay Em, their music has become a medium for conveying the stories, spirit, and identity of the city while paying tribute to the people, places, and moments that shaped them.
'It all started at home: house parties, club nights, taxi rides after school. These are the moments that live in our music and evoke a real sense of nostalgia in everyone who grew up in this city,' they noted. Through 'iSOTTA,' the duo hopes to create a sense of belonging, revive forgotten memories, and introduce a new audience to the culture and history that shaped the Port Elizabeth house music scene. For the brothers, it is a matter of preserving their roots while presenting them to the world.
Jay Em also traced their musical journey back to childhood and a wide range of global sounds that inspired them. Their early days on SoundCloud were marked by experiments in various genres, which ultimately became part of their creative foundation and defined their production approach. As artists grew, Jay Em discovered their own sound and remained committed to refining what felt authentic to them, rather than chasing trends. Along the way, the brothers also had the opportunity to collaborate with international artists who genuinely resonate with their music. As South African house music becomes one of the country's largest cultural exports, Jay Em's dream is to share their music with the world. They hope their journey will inspire people from small towns to dream bigger, believe in possibility, and understand that one's place of origin does not determine how far one can go.
