When rising South African soulstar Xowié touched down in Kenya for a string of intimate songwriting and collaboration camps and media tour, we knew we had to catch her in motion. Luckily, between studio sessions and soulful exchanges, we carved out time for an inspiring conversation that allowed us to uncover the heart of her artistry. From being named Apple Music’s Up Next artiste in South Africa to landing a spot on Billboard’s R&B/Hip-Hop Fresh Picks of the Week, Xowié’s distinct sound and soul-deep storytelling are quickly capturing global ears.
With her critically acclaimed single “Nobody’s Fool” making waves as the lead track off her debut EP, ALLO (A Little Long Overdue), released in April 2025, Xowié is stepping fully into her light. The track, steeped in neo-soul richness and raw emotion, explores rediscovering self-worth after heartbreak and standing tall in one’s truth.
Born and raised in KZN, Xowié grew up surrounded by the sounds of R&B, pop, reggae, and the spiritual energy of her mother and grandmother. Music wasn’t just a passion, it was her foundation.
And it’s not just her voice that turns heads, Xowié’s edgy, signature style is just as captivating. With a soft spot for vintage newsboy caps and an effortlessly eccentric fashion sense, she brings a playful yet polished pop aesthetic to the scene. In a wave of rising artists, it’s this blend of soul and style that makes her instantly unforgettable.
Her journey from Idols South Africa to the release of ALLO marks a powerful evolution. Today, she uses her voice to uplift and inspire, especially Black women from townships, to dream boldly and without limits. This is a story of purpose, power, and beautifully divine timing.
Yebo!
Early roots & musical awakening
Music Custodian: You hail from Boksburg, Benoni. How did your upbringing and environment shape your creative identity?
Xowié: I’m originally from KwaZulu-Natal (KZN) and was born at Benoni Hospital. I spent all of my teenage years in KZN, and it’s where the roots of my musical journey began.
I come from a deeply musical family, and music has always been in our blood. My uncle played percussion and drums for the legendary Soul Brothers and also toured with Lucky Dube. My mom, sisters, and grandmother all sing beautifully; honestly, everyone in my family can sing, so it was always a very musical household.
Growing up, my dad worked across various African countries and would be away for months at a time. Each time he returned, he brought back little CD collections—Beyoncé, Mariah Carey, Rihanna, and so many others. Those moments, gathered as a family, singing together and soaking in those records, were special. It’s those memories and influences that stuck with me and helped shape the sound I gravitate towards now. Artists like Lauryn Hill and Gil Scott-Heron also played a huge role in my journey, inspiring my love for soulful, meaningful music. They helped carve the path for the kind of music I make today.
Music Custodian: From R&B to reggae, pop, and gospel influences, can you recall a defining moment that made you realize music was your calling?
Xowié: I think it all started when I was around seven years old. In class, we’d have these little recitals—just kids singing for fun—and no one took them seriously. But somehow, my teachers noticed I could sing. I remember being invited to join the school choir, which was a big deal at the time because you were only allowed in from Grade Four, and I was still in Grade One.
They took a chance on me, trained me, and made me a lead singer. As the years went by, I naturally got more comfortable performing in front of people. By the time I was nine or ten, I was being taken to competitions, not just for singing but also to recite poems and perform at school events.
Looking back now, I think that’s when I realized this is what I love. Sure, I was doing well in school, passing my subjects and all that, but music made me feel alive, connected, and completely myself. It’s powerful how the people around you can unknowingly shape your path, encouraging you, giving you space to grow. That period was a defining moment in my journey.
Spirituality & Purpose
Music Custodian: How did being raised in a deeply spiritual household impact the way you approach your music and message?
Xowié: More than anything, my journey has taught me the power of humility. I speak on that deeply in two songs off my ALLO EP—“Change” and “Home.” Those tracks are personal reflections of my growth and the grounding experiences that have shaped me.
Going back home has always been my reset button. After spending time in Joburg, caught in the chaos and noise of the city, it’s only when I return home that I truly find peace and clarity. I was raised in an environment filled with love, calmness, and constant affirmations. My grandmother played a huge role in that—she used to pour so much belief into me, constantly reminding me, “If you stay focused and remain humble, you’re going to succeed.” Those words never left me.
That foundation, combined with prayer and calling on both God and my ancestors, has helped me stay grounded through every twist and turn in this industry, no matter what comes my way; that humility is what keeps me centered.
Through my music, I try to reflect not only my truth but what others can relate to. Songs like “Change” are meant to be motivational. I want people to hear the music and feel hope, to believe that even if they’re going through a hard time now, something better is coming. We don’t have to dwell in low-vibration energy. Change is on the way.
BREAKTHROUGH MOMENTS & SELF-DISCOVERY
Music Custodian: Your time on Idols SA gave the world its first real glimpse of you. What did that experience teach you about yourself as an artist and performer?
Xowié: More than anything, one of the biggest turning points for me was hearing a “yes” from Randall on Idols. That moment meant everything. It gave me a massive confidence boost because once you get that golden ticket, you don’t need validation from anyone else. It was like, I’m here, and I deserve to be.
Even though I didn’t make it past Theatre Week, being surrounded by other creatives with more technical skill or experience than I had at the time was eye-opening. I was around people who could run vocal scales effortlessly, who had already been writing songs and performing with such confidence. I, on the other hand, had never written a song before. I knew I could sing, but I had also been told I didn’t know how to mix my voice properly. That environment showed me what I needed to work on.
We vibed, we jammed, even after I got cut from the show—and those moments inspired me deeply. I realized I had to take it as a lesson, not a loss. As soon as I got home, I bought a guitar. I committed myself to learn, to growing, to teaching myself how to sing with more control, how to write melodies, and truly step into my artistry. Being on Idols changed the game for me. If I hadn’t been in that space, surrounded by so much talent and drive, I might not have pushed myself the way I have. It lit a fire in me to not only dream but to develop the skills to back it up.
Music Custodian: “Bittersweet” with Bensoul is such a powerful opener. How did that collaboration come to life, and what does the song mean to you?
Xowié: So here’s the backstory on how the collaboration happened—Bensoul and Sauti Sol were in South Africa for a writing camp, and my manager, Collin, reached out like, “Hey, Bensoul and Sauti Sol are around for a few more days. Would you be able to join them for their last three days here in SA?” And I was like, “Absolutely!”
Those three days were magic. Even with everything going on—Bensoul juggling music video shoots and writing sessions with other artists—I found myself right in the middle of it all. We were upstairs recording while other sessions were happening downstairs. I remember glancing at the screen and seeing other artists in their creative zone while we were in ours—it was such a beautiful, collaborative energy.
That’s when Bittersweet was born. The whole experience felt organic and inspiring.
To me, Bittersweet carries this soft sensuality. It’s tender, a little groovy, and filled with appreciation for love in its subtle forms. I love that the sound isn’t overwhelming—it’s just the right vibe. It feels like me, and I enjoyed being a part of that creative space.
The making of ALLO
Music Custodian: Your debut EP ALLO (A Little Long Overdue) is a rich tapestry of emotion and empowerment. What was the emotional or life moment that sparked this body of work?
Xowié: So this was right after my South African Idols experience, when I started shifting my focus into songwriting and building my identity as an artist. I told myself, “Okay, now it’s time to start putting something out there.” I began posting on TikTok and Instagram, doing duets, entering challenges, covering songs, and the feedback was really beautiful. People would leave kind comments, and it gave me a boost, like “Okay, maybe I do have something special here.”
But eventually, the feedback shifted. People started saying, “We love the covers, but where’s your music?” And that’s what pushed me to release my debut single, “Rainy Days,” in 2023. The reception was incredible—people were reposting, sharing it, and showing so much love. That moment showed me I was heading in the right direction.
But still, I didn’t want to just release music for the sake of releasing music. After Rainy Days, I took a step back and said, “If I’m going to continue this, I need structure. I need a team that can help me share my message the right way.” So I took my time, between 2023 and 2024, to put things in place.
During that time, people kept asking, “Where’s the music? We love ‘Rainy Days,’ but we need more!” That pressure and love inspired the title of my EP, “A Little Long Overdue.” Because it was a little overdue, but it’s here now, and it carries everything I’ve been building toward.
Music Custodian: The tracklist feels intentional — from heartbreak to healing. Was this arc of vulnerability to strength a reflection of your real-life journey?
Xowié: Most of the tracks on the EP are deeply personal; they come straight from my own experiences and perspective. Songs like “Change,” “Hope,” and “Nobody’s Fool” weren’t just written—they were lived. I don’t think I could have created them without actually going through the emotions and moments that inspired them. For me, it’s simple: you can’t truly sing about something you haven’t felt or faced.
That’s one thing I admire about artists like SZA and Erykah Badu—they sing straight from the heart, from their lived experiences, and that honesty is what resonates so deeply. That same energy fuels me whenever I step into the studio. My recording process is very emotion-led. I’ll walk into a session, and my engineer will usually ask, “How are you feeling today?” And I’ll start opening up, sharing where I’m at mentally, emotionally, and then he’ll go, “Alright, let’s turn that into a song.” We build from there. It’s all about channeling what I’m going through in real time.
Music Custodian: How do you know when a song of yours is “complete” or ready to be shared with the world?
Xowié: I record a lot of songs, but every week at least once or twice, I take time to sit with them and listen. If I still get that same feeling, that same spark I felt when I first recorded it, then I know… this is the one. That’s usually the sign for me—that people are going to connect with it too.
But honestly, even while I’m in the studio, I can always tell when I’ve made something special. There’s just a shift in the room. The energy changes, and I can see it on people’s faces—their reactions say it all. It’s like this unspoken confirmation that something beautiful just happened.
Music Connections & Recognition
Music Custodian: “Rainy Days” really put your name on the map. What did it feel like to see that level of reception and praise?
Xowié: Honestly, more than anything, that moment solidified my belief in myself. It was like, “Wow… you’re doing it. People see you, they love your voice, and they connect with what you represent.” That kind of affirmation was a major confidence boost; it reminded me that this isn’t just a hobby anymore. It’s either all in or nothing at all.
But what meant even more was how it opened doors for me. People within the industry, some I’d admired from afar, started reaching out, saying, “We see you, we love what you’re doing, and we want to support you.” That feeling of being seen, of being truly acknowledged, meant the world. It reminded me that I’m on the right path.
Music Custodian: Your music speaks to young Black women in a very affirming way. Have there been moments where fan responses reaffirmed your purpose?
Xowié: Yeah. With the track “Nobody’s Fool,” I was speaking from a place of disappointment, processing the emotions after a breakup where the energy just wasn’t reciprocated. It’s that feeling of giving your all to someone who just doesn’t meet you halfway. And what’s been so powerful is seeing people resonate with that. I’ve had comments like, “Thank you, Xowie, for this track—I’ve been in the same space, giving so much to people who don’t give back.”
That means everything to me. That’s the kind of connection I hope to create through my music—to remind people they’re not alone. So many of us go through these moments, and when someone feels seen through my songs, it’s the best kind of affirmation.
Even with “Change,” I’ve had people reach out saying, “Life’s been tough lately, but your song has helped me stay hopeful.” They’ve told me it’s a reminder to keep going, to keep showing up, and that eventually, something good will come out of their efforts. That’s all I could ever hope for—to make music that helps people hold on, even when life gets heavy.
Music Custodian: Have you gotten any notable co-signs since your debut, and how has that influenced your confidence and growth as an artist?
Xowié: I think one of the moments that stuck with me was when a South African creative named Big Esh reached out. He messaged me saying how much he loved my music and what I’m doing, and that genuinely meant a lot. Sometimes I forget how far the music travels, but then messages like that come through, and it hits me: people are listening.
There were a few others who reached out, too, showing love for the EP, which was incredibly affirming. And then being selected for Apple Music’s Up Next was a major turning point. It just felt like everything started to align from that moment.
Another huge highlight was being featured in a Billboard article, alongside artists like Mahalia, around the release of “Nobody’s Fool.” Seeing my name in that space was surreal—it reminded me that this dream is real, and it’s unfolding right in front of me.
Voice, Message & Inspiration
Music Custodian: Your lyrics explore themes like confidence, love, and body positivity with so much truth. Where does that honesty come from?
Xowié: Honestly, so much of that comes from my grandma, or as I call her, Gogo. She raised me to be authentic, to speak my truth, even when I’m unsure how people might receive it. That kind of honesty is something she lived by, and it’s something she passed down to me.
With a track like “Nobody’s Fool,” I know some people might hear the lyrics and think, “Why would she say that?” But for me, it’s about being real. And when you’re honest, it becomes easier for people to connect with you, because they can see themselves in your story. That’s what Gogo always taught me: don’t hide your truth, because your truth is what makes you powerful.
So, shoutout to my Gogo, she’s the heart behind everything I do.
Music Custodian: You’ve named icons like Erykah Badu, Lauryn Hill, and Victoria Monét as inspirations. What have you borrowed from them — sonically or spiritually?
Xowié: Like I mentioned earlier, I draw that sense of honesty from my grandma, but also from the artists I look up to. There’s something so powerful about the way they express themselves. They’re raw, real, and unapologetically truthful, and you can hear it—not just in their lyrics, but in how they deliver the message, how they sing with so much soul.
It’s not just music, it’s lived experience, and that’s what moves me. That’s what I try to bring into my sound as well.
Music Custodian: As a fresh voice in South Africa’s music scene, where have you felt the most resistance, and how have you learned to push back with purpose?
Xowié: I think one of the most defining moments was when I first started posting content on TikTok. Back then, I was pretty much unknown, just someone putting out videos that barely got 500 views and sometimes no comments at all. It was easy to feel invisible.
But I kept going. I pushed through the self-doubt and started listening to the people who were engaging with me. If someone suggested I try a certain duet, I’d go for it. Slowly, I began stepping out of that shell, letting go of fear, of second-guessing myself, and just creating with confidence.
That consistency helped me grow, not just online, but personally. I learned to trust my voice, and that’s what made all the difference.
Music Custodian: Your sound bridges traditional soul with modern Afro-pop. Do you feel like you’re building a new lane for yourself or carrying on a legacy?
Xowié: I’d say I’m carving out a lane of my own. I’m not looking at someone else’s journey thinking, “That’s exactly what I want” or trying to continue what they started, mainly because I don’t know the full picture of what their vision or plan was.
Of course, I draw inspiration from certain artists and moments, but at the end of the day, I’m focused on the path I’m creating for myself. It’s not about carrying someone else’s legacy, it’s about building my own, step by step, on my terms.
Music Custodian: Beyond Bensoul, are there any dream collaborations you hope to manifest soon?
Xowié: I’d love to collaborate with Rema, he’s definitely at the top of my list. On the international side, SZA is someone I admire deeply. I feel like we’d have such an amazing time creating together, our energies would complement each other.
I’m also a huge fan of J. Cole and Common; there’s so much wisdom and soul in their music. They’ve influenced how I approach storytelling in my sound.
Those four are definitely on my dream collaboration list, and I’m keeping the faith, trusting that, with time and alignment, those moments will come to life.
The Woman Behind the Music
Music Custodian: Who is Xowié, the woman today, beyond the artist?
Xowié: At the core of it, I’m just a girl chasing her dreams—working hard every day to create the life I envision through music.
Outside of that, I occasionally do some part-time work in construction, but it’s nothing too intense—music is definitely where most of my focus is right now.
I also have a background in Communications, which I studied at university, and I hold an honours qualification in Education as well. So, when the time comes—or if I ever feel like stepping away from the artist life, I could see myself exploring that side of things.
For now, though, I’m fully immersed in the music. But it’s nice knowing I have those other layers to who I am and what I can do.
Where Spirit, Sound & Stillness Meet
Music Custodian: What’s one challenge that reshaped your approach to your career or personal growth?
Xowié:I think one of the most important things I’ve learned is not to absorb negativity, especially online, where the comment sections can sometimes be a lot.
It’s about staying grounded and not taking everything too seriously. At the end of the day, I remind myself of who I am and why I do this. That helps me keep my focus and not let outside noise shake me.
Music Custodian: What’s next for you — visually, sonically, and spiritually?
Xowié: Visually, I’m excited about what’s coming. I’ll be dropping a visualizer soon for “Hope,” and I recently released one for “Bittersweet” featuring Bensoul, which was such a beautiful collaboration.
Spiritually, I stay grounded by reminding myself that everything happening is bigger than me. When beautiful things unfold, I always pause and acknowledge that it’s all God and my Ancestors moving with me. That constant awareness is what keeps me grateful and present.
Sonically, I’m in an exciting space right now. At the time of this conversation, I’m actually in Kenya. I’ve had a session with Maya Amolo, and we made something special. I’ve also linked up with Bensoul again, and I have a writing session lined up with Watenda Wili. I think I’ve already made about three collaborations since arriving, and I’m looking forward to connecting with even more creatives while I’m here.
Music Custodian: Is there a new chapter you’re already writing after ALLO?
Xowié: Absolutely, there’s a chapter I’m currently living through, and I already know it’s going to shape the next body of work. I’m going to write about it, so stay tuned… It’s something to look forward to.
Music Custodian: What have you unlearned about what success should look like?
Xowié: One of the biggest things I’ve unlearned about success is the idea that you have to work with the biggest names to create something meaningful. I used to think that collaborating with top industry players was the only way to make the music I envisioned, but I’ve come to realise it’s really about valuing the people already around you.
It’s about showing up with what you have, your voice, your team, your ideas, and making something beautiful and honest from that. Success isn’t about who’s name-dropping celebrities in the U.S.; it’s about using your resources and community to create something real, something that resonates.
As our conversation with Xowié winds down, one thing becomes beautifully clear—this is an artist walking in purpose, singing from spirit, and telling her truth without hesitation. From tender beginnings in Benoni to bold, soul-stirring melodies that now echo across continents, Xowié is not just arriving—she’s becoming.
Here at Music Custodian, we’re falling deeply in love with the music, the message, and the magnificent arc she holds. And we know our community will, too.
So, whether you’re nursing a “Rainy Day” or rising strong from your own “Bittersweet” chapter, go connect with Xowié, stream her debut EP ALLO (A Little Long Overdue), and discover more of her magic on our curated playlist.
