WeheartBeat, an integrated multi-media beat platform launched a unique music concept store at the trendy and newly developed container mall in Melville, 27 Boxes. “The store will cater to a very niche market in a sweet atmosphere that goes beyond selling records but more about a community and a lifestyle, a place to chill and connect with like minded people,” says Dominique Soma WeheartBeat’s co-founder. “Launching this store – a first of its kind record store in South Africa – has been a long term dream for us and to finally see it come to life is a phenomenal feeling, adds Sims Phakisi, WeheartBeat’s co-founder.
The store will be the home to a limited and exclusive range of vinyl and merchandise from international music labels and will also serve as a meeting place for WeheartBeat’s core following. Established in 2012, WeheartBeat is an integrated multi-media beat platform consisting of live events, workshops, listening sessions, monthly podcasts, webisode releases, compilations, clothing and exhibitions. The first of its kind in Africa to be based on electro soul and jazzy hip-hop instrumental music. WeheartBeat is the home to a niche collective of creative music makers and followers worldwide.
The multimedia company is known for throwing some of the hottest electronic hip-hop parties and thus far have hosted the likes of Eric Lau, Chief & Deheb, OY, Freddie Joachim & Yusai. They have also worked with some of the best local talent including Christian Tiger School, Card On Spokes, Okamalumkoolkat, Micropluto, Bateleur, The Brother Moves On, The Blk Jks, Nonku Phiri, Mashaya, Fever Trails, Zaki Ibrahim, Hlasko, Soulo Starr, Raiko and many others. Their last event featured UK based Mercury Prize Winners, Young Fathers for a 2 city tour in South Africa, an initiative supported by the British Council’s cultural exchange programme Connect ZA [https://www.facebook. com/Weheartbeat/app_142371818162].
As a movement WeheartBeat translates all of their individual experience to provide a South African platform that belongs solely to the beat for both local and international creatives alike and has become the number one ‘go to’ beats platform in the country, attracting beat heads, producers, trendsetters and new experience seekers alike.
