Online Reporter
South African producer duo Jay Em are paying tribute to their hometown of Gqeberha’s vibrant culture with the release of their EP “iSOTTA”, the pair’s most personal project to date.
The seven-track musical project from the brothers, whose real names are Ruwayne and Waven Sebia, places the city’s bustling streets in the spotlight as it chronicles how the iconic Toyota Siyaya minibus taxis played a pivotal role in introducing new music to communities across Port Elizabeth and South Africa at large.
This was decades before streaming platforms and social media transformed music discovery, when music producers would specifically create music with taxi drivers in mind.
This intentional way of making music came from an understanding that if a track was popular along these taxi routes, it would quickly spread organically.
In many ways, the taxis were the radio stations, playlists and cultural meeting places, making them one of the most powerful distribution channels before the digital age.
And as Jay Em’s “iSOTTA” evokes nostalgia for many South Africans, the siblings explained during an interview with “Independent Media Lifestyle” that “it happened unexpectedly” when asked why they decided now was the time to tell the story of the nation’s buzzing taxi culture.
“We’re always making music, some for ourselves and some for other artists we’re fortunate enough to work with.
“As we started creating this particular sound, the sound we grew up on, it brought back so many memories of why we fell in love with making music in the first place. It reminded us of what the music scene felt like back then: the energy, the culture, and the emotion that came with it.”
The pair soon realised the music was something they wanted to share with the rest of South Africa, with the story behind “iSOTTA” ultimately unfolding naturally through the sound.
Looking back, Jay Em believes their role was simply to package the music in a way that allowed listeners to experience those memories and emotions in the same way they did.
Jay Em’s list of accolades includes co-producing Mi Casa’s South African Music Awards (SAMA)-nominated album “We Made It” and an AFRIMA-nominated collaboration on “Toca”.
But as “iSOTTA” puts the pair, whose sound has been compared to Kaytranada and Mi Casa, in the spotlight, the EP’s focus track, “Need To Know”, is a standout.
The emotive song, a collaboration with Luke M and Botswana vocalist Kali Mija, honours the legacy of Jay Em’s late friend and fellow producer, Four7. “Having Luke M on the record means a lot to us,” Jay Em explained.
“He was Four7’s partner back in the day, and even after all these years, we’ve remained in touch.”
Including Luke M on the song felt like a full-circle moment for the brothers. The track also opens with Four7’s iconic tagline, voiced by Luke M, adding another deeply personal layer to the tribute.
Meanwhile, “iSOTTA” also features brand-new tracks such as “Borrels” and “Tick Tok”, which generated strong traction across social media ahead of the release.
There is also a strong sense of community running throughout the EP, from honouring taxi drivers and local producers to celebrating their hometown.
And in an industry that’s often focused on individual success, Jay Em said it is their “deep love” for their city that encourages them to focus on collective stories through their music.
The pair take great pride in where they come from and believe there is a unique energy and culture in Gqeberha that deserves to be experienced by the rest of the world.
For Jay Em, their music has become a vessel for sharing the city’s stories, spirit and identity, while honouring the people, places and moments that shaped them.
“It all started at home: the house parties, the club nights, the taxi rides after school. Those are the moments that live in our music and bring a real sense of nostalgia for anyone who grew up in the city.”
Through “iSOTTA”, the duo hope to create a sense of belonging, revive memories listeners may have forgotten, and introduce new audiences to the culture and history that shaped Port Elizabeth’s house music scene.
For the brothers, it is about preserving where they come from while sharing it with the rest of the world.
Jay Em also traced their musical journey back to their childhood home and the wide range of global sounds that influenced them.
Their early SoundCloud days were marked by experimentation across different genres, which eventually became part of their creative foundation and shaped their approach to production.
As they grew as artists, Jay Em said they naturally found their sound and remained committed to refining what felt authentic rather than chasing trends.
Along the way, the brothers have also had the opportunity to collaborate with international artists who genuinely connect with their music.
And with South African house music becoming one of the country’s biggest cultural exports, Jay Em’s dream is to share their music with the world.
“More than anything, we hope that when that moment comes, our journey inspires people from small cities to dream bigger, believe in what’s possible and realise that where you come from doesn’t define how far you can go.
“With belief, consistency, and hard work, anything is possible.” – IOL
