Johannesburg, 25 June 2021: Capetonian singer-songwriter and producer HERSH (real name Herschel Snyders) is the latest Apple Music Up Next South Africa artist. The South Africa program, which launched earlier this year is a local version of Apple Music’s global emerging artist platform geared towards identifying and showcasing rising talent.
With a versatile sound that fuses elements of Hip-Hop and R&B, the 24-year-old singer had this to say about being selected for the program:
“I am proud and honoured to be selected as the Apple Music’s Up Next South African artist,” he tells Apple Music. “It makes me happy knowing that I am doing what I love and that my music has a relatable experience or has made someone feel good. I’m all about chasing my dream and in my music I encourage people to do the same and these things help make your dream come true!”
After a High School talent show uncovered HERSH’s immense talent at the age of 15, he decided to pursue a career in professional football instead. However when his dreams as a footballer weren’t realised, HERSH turned to music – first as his therapy, and then as his ambition and passion.
HERSH made his mark on SA’s music scene in mid-2020 after taking part in the Red Bull Made in 72 Hours project, which saw him collaborate with Gina Jeanz and Juzzy CPT in isolation to create the standout R&B track “Tonight”.
With an acute attention to detail present in every aspect of his craft, HERSH’s signature style is a blend of old and new school Hip-Hop beats. He quickly caught the attention of Sony Music Entertainment Africa who immediately signed him.
HERSH’s debut EP Peace Of Mind, draws musical inspiration from future soul singer Masego, and rappers Ty Dolla Sign and Drake, however the majority of his influence is born from his lived experiences. The EP’s lead single, “Enough”, is a standout with synthesized harmonies and subtle electronics that form a solid foundation for his R&B-rooted vocals.
As the latest Up Next artist to be spotlighted in South Africa, HERSH will be featured across Apple Music’s South African Up Next playlist https://apple.co/3eITdJd. The curated playlist features a dynamic class of new and emerging artists, thoughtfully hand-picked by Apple Music’s editors from around the world. The playlist is genre agnostic and represents a line-up of artists Apple Music’s global editors are passionate about and eager to expose to a larger audience.
The vast global Up Next roster of past talent includes Grammy-nominated and critically lauded talent like 6lack, Daniel Caesar, H.E.R., Greta Van Fleet, Khalid, Amy Shark, Billie Eilish, Sabrina Claudio, Sigrid, Mr Eazi, Stefflon Don, Bad Bunny, Juice WLRD, Bazzi, Jax Jones, NCT 127, Summer Walker, Tierra Whack, Dean Lewis, Pink Sweat$, Koffee, Megan Thee Stallion, Burna Boy, Clairo, Lunay, Jessie Reyez, Orville Peck, Victoria Monét, Ingrid Andress, Conan Gray, Don Toliver, Rema, BENEE, Holly Humberstone, Natanael Cano, Givēon, beabadoobee, Arlo Parks,Tate McRae and Foushée.
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