Q&A: The Kiffness Speaks On Converse’s #CreateNext Campaign

Converse is loved and worn by musicians, artists, athletes, dreamers and thinkers from all around the globe and across cultures. The brand is continuously spearheading the creative spirit in individuals through its #CreateNext movement, where Converse All Stars are yet again challenged to innovate and enhance their creative narrative through music alongside The Kiffness. The Converse All Stars mentorship program is all about empowering the youth and giving them opportunities to grow and make a mark in the industry. This program gets them one step closer to reaching their dreams.

We asked The Kiffness about his involvement in the #CreateNext campaign, what he learned from the All Stars, his future plans and more.

As a mentor, it’s natural that you’re teaching your mentees. But it’s inevitable that you’ll learn something in the process yourself. What lessons would you say you learned from the All Stars — Muruńwa Mutele, Nikita Adams, Barney Modise and Ryan Nortjie — during the tour?

The All Stars were a pleasure to work with. They were all eager to learn, and were super inquisitive about my process. I guess I can become quite complacent in my ways, and so seeing the All Stars wanting to learn from me reminded me that it’s important to stay inquisitive and always seek out knowledge from people who can help you grow.

What would you say was the common lesson that most of the All Stars seemed to be grateful for? In other words, based on your experience with the All Stars, what’s that one thing you found that emerging talent is usually unaware of about the industry?

I think emerging talent often feel that they need to get signed to a major label, or they need the approval of someone else before they feel validated by their own work. I think what I was able to show them is that there’s never been a better time to be a completely independent artist. I’m currently the second most streamed artist in South Africa, and I was able to achieve this by doing my own thing, without needing radio play or getting signed to a label.

You created a lot of groundbreaking content during the pandemic. How has it been creating post-pandemic?

Many online creators saw a huge uptick in viewers during the pandemic, because people were obviously sitting at home and spent a lot more time online. I think I was able to capitalize on that during the pandemic, but truth be told I was more trying to just keep myself entertained. The fact that it found an audience was a bonus. Post-pandemic not much has changed. I’ve moved away from the parody / satire content and have moved into a space of collaborating with interesting people and animals from around the world. But, apart from that, not much has changed. I’m a father now so I’m not putting stuff out as frequently, but the last video I put out (‘It’s a Beautiful Day’) has been one of my most successful videos ever.

What can we expect from you in 2023?

I always try to start each year with a blank canvas. The last three years have brought surprises that I could never have dreamed of, and I think it’s a testament to the power of music and the internet. There are endless opportunities, and it’s ultimately up to us to see where those opportunities are and seize them.