Live music has always been about that special energy ─ the connection between artists and their audience, the magic of a moment shared. But today, it’s shifting, blending with the digital world and drawing from different cultures in new ways. That’s where Vibe comes in.
Founded in July 2024 by filmmaker and content creator, Hlamulo Matlelema, and musician and sound engineer Thabiso Mothise, it’s a space where musicians, whether emerging or established, come together to create something real.
Vibe is about reimagining live performance, blending tradition with innovation to create a fresh, authentic experience.
Inspiration behind creating this platform
Speaking to Africa Jamz FM News, founders of Vibe Hlamulo and Thabiso spoke about the inspiration behind creating this platform.
“Vibe was born from a deep passion for live music and a desire to create a space where musicians can showcase their raw, authentic talent. In the current industry, many live performances are either overproduced or limited to major artists, leaving little room for emerging talents to shine in a high-quality setting. We fill this gap by providing a visually rich platform that captures the energy of live performance in an intimate, immersive way and our goal is to highlight both rising and established artists, giving them a space to connect with audiences organically,” said Hlamulo and Thabiso.
The evolution of live music
Live music is quickly evolving with the rise of digital innovations and streaming. The duo discusses how Vibe set itself apart by delivering fresh and authentic music experiences to audiences.
“What sets us apart is our commitment to quality and authenticity. We don’t just record performances; we curate an experience. Every session is carefully crafted to preserve the raw essence of a live performance while maintaining the polished, high-quality visuals and sound that today’s digital audiences expect,” said Hlamulo and Thabiso.
Importance of collaboration to Vibe
Collaboration is central to Vibe. The duo shares how they ensure both emerging and established artists gain equal opportunities and benefits on the platform.
“Collaboration has been instrumental to our success, and we ensure a balance between emerging and established artists by creating an environment where both can thrive. For emerging artists, Vibe serves as a launchpad, offering exposure that might otherwise be out of reach. For established artists, it’s an opportunity to reconnect with audiences in a raw format, reminding fans of their artistic essence. Our goal is to build a community where talent, not industry status, determines the spotlight,” said Hlamulo and Thabiso.
Vibe‘s embrace for diverse talent
While many platforms focus solely on big names, Vibe embraces diverse talent. The duo reflects on the most exciting and unexpected performance that truly captured the essence of what they are building.
“One of the most exciting performances we have had so far was by Waffle House, a band which completely redefined the energy of our space with an electrifying, emotionally charged performance. It was a moment that reminded us why we started Vibe—to create a space where artists can express
themselves freely and audiences can experience something real.
“Their performance became one of the most liked on YouTube and on our social media platforms. We saw many people engage with it by reposting on their Instagram stories, leaving comments about how beautiful it was, and I personally received messages from some of my friends and crew members at Vibe asking us to bring more of artists who make good music like Waffle House. These moments embody the spirit of Vibe: unfiltered, dynamic, and deeply connected to the music,” said Hlamulo.
Ultimate vision for Vibe
Looking ahead, the duo shares their ultimate vision for Vibe, discussing where they see the platform in the next five years and how they hope it will influence the future of live music.
“Our ultimate vision for Vibe is to become a global hub for live music experiences, not just as a performance platform but as a full-fledged media brand that celebrates music in all its forms. Over the next five years, we aim to expand our sessions beyond the studio, bringing live performances to unique settings such as balcony sessions, intimate rooftop gigs, and eventually, large-scale Vibe music festivals. We want to redefine how live music is experienced by creating immersive, high-quality content that resonates with both artists and audiences worldwide.
“Beyond live performances, we also plan to launch our own podcast and expand into other forms of content and media, such as producing ads, animations, and short films that revolve around music. We believe that music is a powerful storytelling tool, and by incorporating it into different creative formats, we can push the boundaries of how music is experienced beyond just performances,” said Hlamulo and Thabiso.
You can find Vibe on Youtube by searching ‘Vibe Studio Series‘.
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