Africa’s digital scene is exploding with creativity and innovation. Although, navigating this terrain often presents challenges for many creators and innovators, Africa’s creative spirit continues to flourish. And platforms like TikTok playing a pivotal role in bringing this talent to the global stage.
In the last few years, TikTok is renowned for its unwavering commitment to nurturing creative expression. The platform has introduced several initiatives, including the Creator Reward Program, Creator Fund, and Creator Awards, all designed to nurture and support creators worldwide. Three years ago, TikTok expanded its commitment to diversity and inclusivity by launching the Visionary Voices Initiative, which shines a spotlight on exceptional creators across various communities. And after successful launches for Black, Indigenous, and Latinx creators, the platform announced its inaugural TikTok 2024 Africa Visionary Voices list, to honour African creators showcasing the spirit of African creation through their work.
Ventures Africa had the pleasure of speaking with one of the honoree on this list – South African dancer and creator, Chad Jones. Chad’s journey is a story of unexpected twists and the pursuit of passion. It all began in the world of tech, where Chad, a bright young man with a Bachelor of Science degree in Computing Science and Applied Mathematics, was carving out a promising career in software engineering. But in 2020, something shifted. Chad stumbled upon TikTok, and a new rhythm began to guide his life.
What started as a hobby quickly turned into something much more. Jones began sharing dance videos that effortlessly blended traditional South African styles with modern moves. Then one day, he decided to feature his parents in a video. In the video, Jones has his mom and dad moving to a lively Amapiano track. Their joy and chemistry lighting up the screen. The video went viral, resonating with viewers around the world.
From that point on, Jones’ following grew rapidly. His tutorials, full of energy and easy-to-follow steps, brought the joy to a global audience. Today, with over 4.4 million followers, Jones has become more than just a TikTok star, he is a cultural ambassador, celebrating African music, dance, and the powerful bonds of family through every video he creates. In this interview, Jones discusses the significance of this recognition, the impact of family involvement, and the future directions in their creative journey.
Ventures Africa (VA): Congratulations on being named one of TikTok’s inaugural Africa’s Visionary Voices. As someone who has successfully transitioned from a TikTok sensation to a global dance figure, what does this recognition mean to your journey?
Chad Jones (CJ): The recognition of being named on TikTok’s inaugural Visionary Voices List for Africa is truly amazing! Being recognised in the whole of Africa is crazy. I hope I can continue to inspire, educate and serve everyone’s entertainment.
VA: Involving your family in your videos has resonated deeply with audiences. How would you
say taking that decision shaped your creative process and audience connection?
CJ: I would say involving my family in my videos is what differentiates me from everyone. It has shaped my creative process by always seeing how I can fit my family into different types of trends and videos. Our audience loves our family and a lot of them have their favourites, which is either mum or dad hehe.
VA: Your tutorials have democratised access to African dance. How do you believe this increased accessibility will impact the preservation and evolution of these dance forms?
CJ: I think that I have made it quite accessible to many people (mostly made it for my followers as they keep asking) and have helped many people around the world to learn how to do some of the dances. The tutorials are quick and easy as I teach the viewer as if I am teaching my parents, so in this case, literally everyone can do it. And if more people can do these dances, the more the dances will be danced and posted for different audiences to see.
VA: How do you see platforms like TikTok influencing the future of dance and entertainment in Africa?
CJ: With these platforms, the world is our oyster. These platforms will definitely continue to help showcase the talent within Africa. We can already see the impact it has had on entertainment in Africa. I think recently most of the music and dance trends have come from Africa.
VA: What new directions or innovative approaches are you exploring in your current projects? And how would you say they reflect your evolution as a creator?
CJ: I am currently thinking of doing more travel content. To travel to other African countries to learn about the food, culture, and dance culture and to collaborate with other African dance creators – to document everything and show my following. I would say this reflects my evolution as a creator in a big way as I started in nothing but an empty room with a lamp not knowing where social media could take me.
