Hybrid ‘Authenticities’ in youth popular culture: performing costume and identity in the work of South Africa’s Sho Madjozi

The professional stage act of one of South Africa’s newest musical prodigies, Sho Madjozi, may be analysed as a quintessential Afropolitan example of the innovative and hybrid combination of music, costume, and dance in urban youth popular culture in Africa. This paper analyses the dynamic intersection between costume, music, and dance, presenting it as a crucial site where urban youth popular culture can reimagine tradition, while simultaneously demonstrating that contemporary African cultural identities exist in a constant state of flux. The paper borrows from scholarly insights on hybridity, identity, the Afropolitan and popular culture, as well as other writings in youth agency and popular culture, to argue that South Africa’s Sho Madjozi belongs with a tradition of contemporary urban youth performance culture that continuously resurrects and destabilises elements of the past as it reimagines the future. Sho Madjozi’s unique style as a rap artist in Tsonga is presented as an illustration of the progressive role that contemporary urban youths in Africa can play as proponents of cultural preservation, even as they stand at the cross-roads between the old and the new.