SWAY heads up social media for “Chururuka.”

Written by: Xolani Ringane

Ngonidzashe Dondo, known by his stage name King 98 is a Hip-Hop rooted Musician from Zimbabwe that is based in South Africa.

The Zimbabwean native is of the view that Amapiano is the current soundtrack to SA’s youth and urban culture thus he has managed to incorporate bits and pieces of the SA culture into his musical journey, with his latest song encompassesing Mzansi’s popular lingo and swag.

The single features King 98 alongside singer, songwriter and dancer Lady Duu,

all round entertainer Robot Boii,

MC, model, musician and dancer Mbali The Real

Amapiano dance culture pioneer and musician Boboza.

Chururuka, loosely translated “Drip” in Zimbabwean Shona dialect has its focus on drip, confidence and self belief and the visuals also complement that. The choreography in the music video screams Mzansi from the first glance with how the dance moves are curated and the authenticity, as far as attire is concerned.

Aside from the work Danko Creatives have assembled for this project, SWAY Digital Marketing Agency’s responsibility and main input in the project was social media support for King 98, leveraging their network of digital creators, responsible for the inception of King 98 into South African culture.

The most important part of any successful movement, is community! It was imperative for us to place 98 in South African culture, leading up to the creation and all the way till the release of #Chururuka.

Kicking things off at the start of 2022, when we invited 98 out to the most popular music and culture festival in South Africa, Cotton Fest. Where we linked him up with pivotal players in the South African entertainment industry.

Shortly after within that same week, Danko Creatives hosted a writing camp which they held for King 98 to produce and create music with South Africa's greatest producers and writers in the amapiano genre, this is when 'Chururuka' was created.

Once Chururuka was created and it was time to go to market, we felt it would be important for King to once again, be apart of the culture and mingle with his South African colleagues at Nasty C's Ivyson Tour. We also took this opportunity to introduce King to some of our Youtube creators, with meticulous intentions of plugging him in to youth culture, leading up to his South African inspired amapiano record 'Chururuka'

We later facilitated for some of South Africa's Youtube faves from our 'House of SWAY' creators, to make some content with King 98 in effort to introduce him to their audiences, ahead of his single release. King featured in King Oumar & Reggie Mohlabi's Youtube channels, here are the videos below.

We had an incredible time working on this King 98 social culture project, we look forward to all the great milestones he will continue to achieve in his career, thank you for trusting us with your brand.

Make sure you stream #Chururuka and follow King 98 on the following social media platforms to find more of his work.

Instagram: https://www.instagram.com/king98official

Twitter: https://twitter.com/King98Official

Facebook: https://www.facebook.com/King98Official

TikTok: https://www.tiktok.com/@king98live

To get an even deeper look or understanding of what happened behind the scenes of the music video, click the link for an Instagram highlight of the content around #Chururuka.