Grid Worldwide revives musical genius Karyendasoul at Tomorrowland

Karyendasoul has a penchant for ambitious collaborations, working with Grid Worldwide and 608 to build his brand and create legends for musical movements.

“Karyendasoul is a cultural force,” said Adam Byars, co-CEO of Grid Worldwide and founder of 608. “Despite his youth, he has a wealth of experience and a unique perspective on making and sharing music. Karyendasoul understands that strong collaboration, perseverance and talent can break down barriers when given the right platform.”

Having accompanied Zakes Bantwini on his journey to the Grammys and played a key role in the award-winning artist’s branding, Grid and 608 see Karyendasoul as the “next big thing”.

“Karyendasoul is more than just an entertainer – he is a talented musician and a savvy businessman who takes his brand very seriously,” Byars commented. “His ambition is not just to reach the global stage – which he has already done – but to become a powerful voice in musical youth culture, driving purposeful narratives through his art and instilling a sense of national pride.”

“It’s not about being the ‘best’ or the ‘only African,’” agrees Karyendasoul. “As a country, our strength lies collectively. We need to collaborate more, not compete. Ultimately, I hope my music can become a space or series of events where young creatives can come together to collaborate, learn, and develop their talents in a meaningful, deep, and lasting way.”

As a driving force behind youth music culture, Grid’s approach to the Karyendasoul brand recognizes and elevates his unique sound in a way that is authentic and meaningful, both for this globally renowned local artist and his audience. “The dynamic and always-on brand identity transforms from brand to feeling to experience,” explains Jineil Kandasamy, Creative Director and Partner at Grid. “It is a living expression of his voice, taking people on a journey that ignites the human soul.”

The sound and rhythm of the Karyenda, a traditional African drum, energizes the brand, bringing the custom wordmark to life through music and creating a unique audio identity that is closely tied to Karyendasoul himself and the artist’s personality.

As is always the case with music production, timing is everything, and Karyendasoul has cleverly chosen a perfect platform to launch his new brand. He took to the Planaxis stage at Tomorrowland last Friday for a two-hour set, bringing his new identity to life at the world’s largest and most far-reaching EDM festival.

Tomorrowland features more than 800 artists, but few play his (Afrotech) music, something Karyendasoul is extremely proud of. “I didn’t expect to be playing at Tomorrowland so soon,” he says. “It’s always been a dream of mine. I’m very proud, not only for myself, but for what this means for African music.”

With a meaningful brand identity and institutional support to keep brands and talent relevant in the culture, the sky is the limit for Karyendasoul. This is just the beginning.