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Mkhululi Ncube, Showbiz Reporter
IT’S hot and fresh out of the oven. This statement is not about bread, but a new rhumba video!
The sizzling rhumba video, Umzila Wegolide, broke records when it grossed 36 000 rands when it was launched in South Africa last week.

The high quality video is from a single track by the same title which was done by Promise aka DJ Mapressa Sibanda.

It features rhumba band Dubia Masters and MC Moe Shaba.

DJ Mapressa, who was born in Gombalume village in Tsholotsho, said his aim is to break into the DSTV music channels in South Africa and promote the rhumba beat across the border.

“I did a single, not a full album, I wanted to put all my effort on it. The song is a hit and it is already making waves.

After working on the song, we then moved to the video part and you will agree with me, the quality is on another level,” said DJ Mapressa.

The song talks about gold panners who party after a gold rush.

The single is spiced with humour as DJ Mapressa, a comedian, shows his witty side.

He said the aim was to match the top artistes in South Africa in terms of quality so that the video can be played on Channel O and other channels which demand quality productions.

DJ Mapressa said he has been exposed to the South African entertainment industry which challenged him to set a standard for Rhumba artistes as most usually do below-par videos.

“If DJ Tira and Oskido can do it, we as rhumba artistes have to show that we can do it as well so that our music can be played on Sabc and other channels. We received financial backing from a Tsholotsho-born businessman Ndumiso Sibanda, who is based in South Africa,” he said.

The comedian said plans are already in motion to submit the video on Channel O and Trace Africa.

During the launch of the video, held at Chic Club Braamfontein, businesspeople, who were at the event, flexed their financial muscles .

“In the history of our rhumba music, we broke new ground. The highest bidder Ndumiso Sibanda bought it for R10 000, the second person paid R5 000, followed by R3 500. Some paid varying amounts from R1 200, going downwards.

“I managed to bring a number of business people for the launch through the few businesspeople I know. I invited those I know and asked them to invite their colleagues to the party and it worked well for me. I would not have been able to invite some of the executives, but through my networks, I got them to come,” said an elated DJ Mapressa.

The video opens with a helicopter dropping off one of the big party guys with his girlfriend before he is whisked away in a top of the range Mercedes Benz to the party venue.

A convoy of BMWs and Range Rovers bring in guests in a convoy to the party which is held at an upmarket place.

Unlike most rhumba videos which just focus on dancing with no storyline, Umzila Wegolide has all the ingredients and the people who worked behind the scene of the video were outstanding.

The video is not just about fancy footwork.

“Rhumba artistes must move away from entertainment and enter into showbiz. We have done entertainment enough. It is time they monetise their music for them to get good returns for it. Most of them produce good music but the business side of it is lacking,” he said. – @themkhust.