Lucille Slade Comes Home: "Die Y" Is a Love Letter to Kimberley
The SAMA-nominated artist's new music video puts her hometown and the people who make it shine front and centre
Likers of Things
There's a particular kind of pride that comes from watching an artist celebrate where they're from, and that's exactly what SAMA nominee Lucille Slade, known affectionately as The Kimberley Diamond, delivers with the music video for her new single, "Die Y."
A sound rooted in home
"Die Y" blends Lucille's signature style with Kwati, opening with an intro pulled from Sip 'n Kwati a nod that immediately roots the track in Kimberley's local culture. It's a clever balancing act: specific enough to feel like an authentic homage to her city, yet universal enough to invite listeners who've never set foot there into the story she's telling.
Shining a light on Kimberly's own
Rather than keeping the spotlight solely on herself, Lucille uses the video to showcase Kimberley Diamonds working across a range of industries. Featured faces include fashion designer Thebe Magugu, SABC News' Unathi Batyashe, and 5FM's Boipelo Mooketsi a Basadi in Music Award winner for Best Radio Presenter.
It's a video built around a simple but powerful idea: being a "Kimberley Diamond" isn't only about the city's literal diamond-mining history, it's about the calibre of people the city continues to produce. Watch closely and you'll spot Kimberley's 053 area code woven throughout the visuals, echoed in the song itself.
The message
Through "Die Y," Lucille reminds audiences that some of the talent they already admire and follow may well have roots that trace back to Kimberley talent, culture and excellence that doesn't always get the recognition it deserves on a national stage.
Where to watch
The "Die Y" music video premieres on YouTube, Friday, 21 August, at 9AM.
As Lucille puts it best: the Kimberley Diamond shines a light back home. Die Y to the world.
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