During the 1980s, Bubblegum music, an urban pop music style, emerged in South Africa. This music style primarily resonated with the urbanized South African younger generation because of its energetic beats that were easy to dance and vibe to.

Bubblegum shares a keen connection with music genres like disco, pop, rock, soul, and funk (a music culture that emerged from the aftermath of Jazz and Blues in the USA).

Bubblegum music was a slowed version of disco and funk music with a predominance of synths, electric keyboards, and drum machines. Then, fused with the soulful trademark vocals and harmonies prevalent in South African music. The style effectively replaced mbaqanga as the most popular in the region, signaling a shift away from the traditional rural style towards a more urban-focused one.

Notably, this genre's impact extended beyond music. Bubblegum music became a cultural movement that provided a sense of unity and identity among South African youth, transcending racial and cultural boundaries.

Bubblegum beats are predominantly energetic with soulful singing. The sound of bubblegum is synth-heavy, distinct South African pop. It involved the use of drum machines, electric keyboards, soulful singing, and heavy synthesizers which played a significant role in creating a distinct sound for this genre. The Bubblegum music also drew influences from the United States disco, funk, pop, and rock of the 1960s.

It incorporates catchy melodies, vibrant rhythms, and danceable beats and often blends pop, disco, and traditional African elements.

The genre always came with an upbeat, lively, and joyful feel, aiming to uplift and entertain listeners.

Traditional Bubblegum pop songs featured simple lyrics anchored by a central idea or metaphor that resonated with young listeners. Its themes circled love, hope, and happiness, offering an escape from the harsh realities of apartheid. The music was used as a tool for artists to convey political messages about the state of South Africa. A noteworthy example was singer Chicco Tswala’s ‘We Miss You Manelow’, a song about Nelson Mandela's release in the late 1980s.

Yvonne Chaka Chaka, Brenda Fassie, and Chicco Tswala were among the top bubblegum stars during the mid-1980s bubblegum boom. However, in the 1990s, coinciding with Nelson Mandela's release and the rise of Electronic Dance Music's popularity, Kwaito became the prevailing township pop style.  Leading artists like Chicco and Brenda Fassie were among the first to adapt their sound to this updated House-infused genre.

In conclusion, the influence of bubblegum music has persisted in various contemporary genres, contributing to the development of modern South African pop and dance music this musical movement not only offered a danceable and vibrant sound but also became a cultural phenomenon that provided a sense of hope during a challenging period in South African history.

Bubblegum music was a slowed version of disco and funk music with a predominance of synths, electric keyboards, and drum machines.

South African Bubblegum Music from the 80s

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