Long before fame came knocking, Culture Motion and Pro Tee had already captured the attention of thousands of people through a sound that travelled far beyond South Africa’s borders. From TikTok timelines in France to audiences across the world, their viral gwijo sensation has been winning hearts, proving that music rooted in South African culture can connect with people regardless of language or geography.

Starting out with just three members and later expanding into 13 vocalists, Culture Motion members come from various parts of the Eastern Cape.

Their sound has traveled across shores, prompting the long-awaited release of  Ingoma Ezimnandi (iGwijo) on 16 October 2026.

 Its unexpected, organic growth in international reach has brought renewed attention to gwijo, the powerful communal singing tradition associated with South African sporting culture, particularly football and rugby supporters, where voices unite in rhythm, pride, and shared identity.

What makes the success particularly striking is that the artists began building their audience before widespread recognition or mainstream fame. Through the organic power of social media, their music found listeners who connected with the feeling behind the sound, turning a distinctly South African expression into a global talking point.

A sound that speaks beyond borders

The growing popularity of Ingoma Ezimnandi (iGwijo) highlights the influence of digital platforms in introducing South African musical traditions to international audiences. TikTok has become an important space for discovering emerging artists, with sounds often traveling across countries before their creators become household names.

“Culture Motion is more than a music group – we are a reflection of our culture, our upbringing and the communities that shaped us. Through AmaQubulo, we want to preserve our roots while introducing our sound to a new generation. Seeing people connect with our music, especially through Uzumgcine Umama, has shown us that our culture has a place on bigger stages.”

Performed in isiXhosa, the song carries a heartfelt message framed as a plea to God to protect one’s mother and bless her with beautiful songs. .

The reference to beautiful songs, alongside the mention of Jambase and iFani, connects the lyrics to South Africa’s musical identity and the artists whose sounds have become part of the country’s cultural landscape.

Meet the artists behind the sound

Culture Motion and Pro Tee are emerging names navigating an industry increasingly shaped by digital discovery and audience participation. Their growing visibility demonstrates how artists can attract attention through a compelling sound and an authentic cultural connection, even before establishing extensive mainstream profiles.

Their story also reflects the opportunities available to new musicians when audiences become active participants in a song’s journey. Every video, recreation and shared clip can introduce the music to another community, helping a local sound find an international audience.

With the official release, the artists have an opportunity to build on that momentum and introduce listeners to the full recording behind the viral sensation.

Behind the recording

Ingoma Ezimnandi (iGwijo) runs for four minutes and 19 seconds and is classified under the gwijo genre. The recording was produced and engineered by Thabiso Nkosi, with Avile Mfaxa contributing as assistant producer and engineer. The song was recorded at Asanda Empires Studios and is published by Asanda Empires Publishing.

Asanda Empires talent manager Naledi Zibi says the label is excited to support Culture Motion’s growth and introduce their sound to wider audiences.

“Culture Motion’s sound is a powerful expression of our culture and identity. We look forward to supporting the group as they grow their audience, develop their music and take AmaQubulo to bigger stages.”

For Culture Motion and Pro Tee, the release arrives at a significant moment: a chance to transform the momentum of a viral sound into a lasting musical footprint. Their journey illustrates how a song can begin with a community, travel through social media and eventually reach listeners thousands of kilometres away.

“Signing with Asanda Empires marks an exciting new chapter for us. We started independently, pushing our music and believing in what we could build together. Now, we want to take that same passion to the next level, release more music, collaborate with other artists and introduce AmaQubulo to audiences beyond South Africa. No matter how far we go, we want our music to remain true to who we are.”

With more than 200 million reported TikTok views behind the sound, Ingoma Ezimnandi (iGwijo)arrives carrying the energy of the people who helped make it a phenomenon – and the promise of taking South African gwijo even further.

10 MINUTES WITH CULTURE MOTION

1. How did Culture Motion come together, and who were the founding members?

The group was formed on 26 September 2025 by three founding members, Avuyonke Poni, Limnandi Dyan and Aqhama Msuthu , who shared a vision of reviving the group. We have been together for just over a year now, and although the journey has been short, our growth has been rapid.

2. Why did you choose Gwijo and AmaQubulo as your musical direction?

We chose Gwijo and AmaQubulo because they are part of our culture. It is the sound we grew up with at home, during ceremonies and at celebrations. While we respect all genres, AmaQubulo allows us to tell authentic stories and connect spiritually with our people.

3. What makes Culture Motion’s sound and approach different from other groups in the genre?

What sets us apart is our transition from Amagwijo to AmaQubulo. We don’t just sing – we bring energy, harmony, and a modern twist to traditional music. Our group is also diverse, with members from different areas, including Greenbushes and Dimbaza, each bringing a unique flavour to our sound.

4. Before signing with Asanda Empires, how did social media help introduce Culture Motion to a wider audience?

Before joining Asanda Empires, social media, especially TikTok, played a major role in our journey. Our song Uzumgcine Umama started trending, and people who had never heard of us began recognising our music. TikTok gave us a platform to reach audiences organically, even without the backing of a major label.

5. What was the journey like as an independent group before signing, and how did you manage the group’s dynamics?

Before signing, we were an independent group working hard on the ground, promoting our music on social media and performing locally. Our foundation was built on brotherhood and a shared dream. Everyone contributed ideas, we rehearsed together, and we worked towards the common goal of getting our music heard.

6. With so many members, how do you navigate different personalities and opinions, and what do you enjoy most about performing together?

One of the challenges is balancing different opinions, personalities, and schedules, especially with so many members involved. However, the highlight is what happens when we come together through music. The harmonies and collective energy make our sound special, and the support we give one another goes beyond music – we are like family.

7. Which song has introduced Culture Motion to the biggest audience so far, and what has the response been like?

Uzumgcine Umama has been a major part of our growth, particularly on TikTok, where it began trending and helped more people discover our music.

8. How has social media helped you connect with audiences beyond the Eastern Cape, including listeners internationally?

Social media, especially TikTok, has helped us reach people beyond the Eastern Cape. Locally, audiences in Gqeberha and the surrounding areas began showing interest and booking us. Internationally, having members from France and receiving comments from viewers outside South Africa have shown us that AmaQubulo can connect with people across borders.

10. What can fans look forward to from Culture Motion as you begin this new chapter with Asanda Empires?

Our vision is to grow Culture Motion into a household name in Afro-traditional music. With Asanda Empires, we plan to release a single and our debut album, collaborate with bigger artists, and take AmaQubulo to international stages while remaining true to our culture.

Song Link: https://ingomaezimnadi.lnk.to/igwijo