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Loud anchors itself as a South African pop sound, rooted in a creative landscape that has long redefined the boundaries of what pop can be, both within the African continent and across global audiences that engage with the rich, varied output of creators working out of South Africa’s robust music ecosystem. To frame Loud as a work emerging from South Africa is to situate it within a decades-long tradition of pop creators from the region who have merged the specific cultural concerns and creative impulses of their home with the accessible, resonant core that defines pop as a global genre, capable of bridging geographic and cultural divides while retaining the distinct identity of the place that spawned it.
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