Rising South African artist EFFECT, born Athenkosi Fiti in Dimbaza, Eastern Cape, releases his powerful new single “All My Life” today. Raised in East London, EFFECT began his music journey in 2002, eventually performing with hip hop groups such as East Laws and Black Jam Crew, and later as a vocalist in the choir and choral group Sweet Voices of Africa. Between 2008 and 2013, he broadened his musical horizons as an opera performer, competing internationally in countries like the Netherlands, Thailand, and Germany. Now, as a solo artist, he combines his eclectic musical influences with his unique blend of Hip Hop, Trap, and R&B.
Seamlessly blending Gospel and Trap, “All My Life” delivers an anthem that speaks to the trials and triumphs of EFFECT’s journey, both as an artist and as an individual with ambitious dreams. Produced by acclaimed South African producer Young2unnBeats, known for his work on projects by Emtee and Sjava, “All My Life” channels raw emotion through a rich, atmospheric beat that complements EFFECT’s introspective lyrics. The track also features Flash Ikumkani, who joins EFFECT in expressing a shared journey and commitment to overcoming life’s obstacles.
“‘All My Life’ reflects my life story and what I want to accomplish — both as an artist and a member of my community,” says EFFECT. “This song is my prayer, asking for guidance and strength as I continue my journey. Moving from East London to Johannesburg, I’ve faced countless challenges, and this song speaks to that resilience.”
Thematically, “All My Life” is as much about faith as it is about ambition. With lyrics rooted in gospel inspiration, the song sees EFFECT turning to a higher power for protection as he navigates the ups and downs of his music career. His sincerity, combined with Young2unnBeats’ captivating production, makes this single an evocative reflection of EFFECT’s character and vision.
With “All My Life,” EFFECT is poised to make a lasting impression on South Africa’s music scene, showcasing his growth, versatility, and the tenacity that brought him to where he is today.
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