South African rapper Kwesta has partnered with French cognac brand Bisquit & Dubouché to open a cutting-edge production hub aimed at supporting up-and-coming musicians. This new space, launched last month, includes a recording studio, podcast area, and networking lounge, providing crucial resources for aspiring artists to develop their skills and advance their careers in the music industry.
Kwesta’s involvement with Bisquit & Dubouché began when he served as a global ambassador for the brand’s “Story to Sip” campaign last year. Building on this relationship, he now seeks to give back to the music community by creating opportunities he lacked during his own rise to fame. The production hub reflects his dedication to uplifting young artists by providing them with the tools they need to grow and succeed.
Reflecting on his journey, Kwesta emphasized the importance of supporting emerging talent, sharing, “I’ll never forget how hard the hustle was when I was coming up.” He expressed his desire to inspire others not only through his story but also by giving young creators access to a space where they can collaborate with peers and gain valuable resources that are often hard to come by.
For Bisquit & Dubouché, supporting the production hub aligns with their brand values of pioneering and promoting creative storytelling. Ryan George, the brand’s marketing manager in South Africa, described this initiative as a “natural progression” in their collaboration with Kwesta, affirming their shared commitment to championing creativity and storytelling within the community.
One of the first projects emerging from this new production hub will be a podcast series hosted by Kwesta, where he will interview rising artists and explore the unique, often challenging journeys behind their music. Kwesta views storytelling as an essential part of South African culture, noting that this podcast will inspire listeners by showcasing the resilience and drive needed to succeed in the music industry.
Beyond his efforts at the production hub, Kwesta has been focusing on his upcoming album, The Big Brother Theory. This project features collaborations with renowned artists such as Nkosazana Daughter and Black Diamond, adding further excitement to his ongoing work in the South African music scene.
Together, Kwesta’s production hub and album represent a new chapter in his career, one that bridges his personal artistry with his commitment to empowering the next generation of musicians. By teaming up with Bisquit & Dubouché, he is not only enhancing his legacy but also helping to create a supportive environment for emerging voices in South Africa’s vibrant music landscape.
