In Conversation with Tian Nienaber: A Journey Through Music, Passion, and Creativity
In the vibrant landscape of South African music, Tian Nienaber’s name shines brightly. From his humble beginnings to becoming an esteemed artist, Tian’s journey is one of passion, dedication, and creative exploration. With a soulful voice, captivating performances, and a knack for storytelling, Tian has carved a unique path in the industry.
Following the release of his new single and music video Knip die Tou we caught up with Tian, and delve into his fascinating career, explore the inspiration behind his music, and uncover what lies ahead for this rising star.
Please share with us your journey into the music industry, particularly your beginnings as a sound engineer and rigger at the age of 17. How did these early experiences shape your perspective on music and your career trajectory?
The biggest lesson from doing sound and rigging was that every part of the industry is hard work. When I feel like I’m overworked and stressed, I think back on the days of doing sound, and I realize that I’ve worked harder.
Your passion for music was ignited at the age of 12, and during the first six years of your career, you dedicated yourself to the road, accompanying numerous artists and contributing to various significant festivals. What motivated you to transition from behind-the-scenes work to being in the limelight as a performing artist?
I think as in music, everything in life is about timing. So the time was just right for me to get out there and try something new.
You’ve graced the stages of renowned festivals such as ‘Alternatief Is Groot,’ ‘Zeegunst,’ and the mighty ‘STRAB.’ You furthermore shared the stage with esteemed artists like Francois van Coke, Fokofpolisiekar, and Die Heuwels Fantasties. How have these experiences shaped your growth as an artist, and who is on your wish list to play live with?
Seeing other musicians perform is one of the best ways to learn when you are starting off, and sharing a stage with people you look up to builds a bit of confidence. In my case, it did at least. There are still many bands I’d like to share a stage with: Zaan Zonnekus, Stefan Jansen, Thys Nortje, Dan Patlansky, and of course, many more.
The charismatic Bass de Beer and his epic Open Mic Nights played a significant role in your early career. Can you tell us how these experiences influenced and helped you in the beginning?
Open mics are a bit of a difficult subject. I think there are many musicians who are for it and many who are against it. In my experience, it helped me learn how to read a crowd. It showed me all the things I needed to improve on before I was able to get into music full time.
You’ve worked with prominent South African artists like Peach Van Pletzen at ‘Planet Awesome’ and featured on the Jo Black show. How have such collaborations and features influenced your musical style and approach, and who is top of your wish list to work with and collaborate with?
Peach brings out a whole new side to my music. He can take a sad song and make it better. He has worked on a few of my songs, and every one of them has come out better than expected. I would love to collab with Janie Bay, Zaan Zonnekus, and Tasche.
Your accolades include being named ‘Best Solo Artist 2021’ in the US Banger Music Awards. How do you stay grounded amidst such recognition, and what does this acknowledgment mean to you?
I believe overall I am quite humble. There are many musicians in SA that I feel have the edge on me, and that keeps me grounded and keeps me working. The acknowledgment just gave me hope that there are people listening to what I do, and it helps keep you motivated.
Your music videos have been visually stunning, with features on channels like KykNET. How important do you think visuals are in complementing your music, and what role do they play in conveying your message to your audience?
Having something people can see greatly affects their emotions to the song. When we look at art and listen to something that gives off the same vibe, it just amplifies everything that you are feeling.
Let’s delve into your new single and music video. Can you share the inspiration behind the song ‘Knip die Tou’ and what listeners can expect from it both musically and lyrically?
It’s essentially a breakup song. It speaks to how relationships can sometimes get to a point where it can’t be saved. Even when you put the work in and you love someone, it sometimes just doesn’t work. And that’s okay.
How do you promote your music, and how impactful have features on radio stations like Jacaranda been for your career?
The biggest promotional tool we have now is definitely social media. So, we go head-on on as many platforms as possible and try to reach as many people as possible. Stations like Jacaranda make it possible to reach huge amounts of listeners. It helps get your name out there a bit and lets people know you are serious about your art.
Your soulful, deep voice and distinctive look make you stand out in the industry. How important do you think having a unique personality, voice, and look is in today’s music scene?
It’s always been important to be unique. Now more than ever with the amount of talent out there. The music industry isn’t just about music. You need to build a brand, and in doing so, you need to have a unique look and sound.
You’re known for relentless touring and always playing live. How has the evolution of the industry, with physical copies of music becoming less relevant, shaped your approach to promoting your music and earning a living as an artist?
For me, it has always been simple. Get out there and get heard by as many people as possible. Get your music out there. With physical albums not bringing an income anymore, artists now must play more than ever. Which also channels growth in a way.
Creativity in marketing seems to be a hallmark of your career, with endeavours like using Tian Nienaber branded coffee and hot sauces. How do you approach marketing your music in unique and unconventional ways, and what impact do you think it has had on your brand?
As with any brand, you always need to think outside of the box a bit. If you take the same routes as everyone else, then how will you stand out? Branding and marketing is a huge part of music and without doing those things right, you can’t change lives with your music.
Lastly, what’s on the horizon for Tian Nienaber? Can you provide any insight into upcoming projects or potential collaborations that fans can anticipate?
I am busy with a few more singles. I am also working on an EP. Collabs are in the workings, but I don’t want to give too much away at the moment.
We thank to Tian for sharing his insights and stories with us. Don’t forget to stream his music and follow his journey to experience the magic for yourself. As fans eagerly await his next move, one thing is certain … the best is yet to come.
Stream Knip die Tou and watch the Music Video now available on all platforms here.
Connect with Tian Nienaber on social media:
Facebook | Instagram | YouTube
More About Tian Nienaber
Tian Nienaber is a South African indie alternative singer-songwriter who embarked on his musical journey in the industry at the age of 17, initially working as a sound engineer and rigger. Over the course of the first six years of his career, Tian dedicated himself to the road, accompanying numerous artists and contributing to various significant festivals. This period allowed him to immerse himself in the intricacies of the industry while forging invaluable relationships. Tian’s passion for music, ignited at the age of 12 when he began playing guitar and writing songs, naturally led him to pursue a career as a performing artist, transitioning from behind-the-scenes work to the forefront of the music scene.
In the past seven years, Tian has established himself as a prominent figure in the indie alternative genre, showcasing his distinctive musical style on various platforms. He has graced the stages of renowned festivals such as ‘Alternatief Is Groot,’ ‘Zeegunst,’ and ‘STRAB,’ captivating audiences with his performances. Additionally, Tian has had the honour of sharing the stage with esteemed South African artists including Francois van Coke, Fokofpolisiekar, and Die Heuwels Fantasties. His talent has not gone unnoticed on television, with appearances on shows like ‘Die Groot Ontbyt’ (Kyknet) and ‘Doodgewone Jo’ with Jo Black (Via / DSTV).
In 2021, Tian Nienaber made waves with the release of his debut single and accompanying video, ‘Hurting Love,’ produced by Peach Van Pletzen at ‘Planet Awesome.’ The song garnered widespread acclaim, achieving chart success in South Africa and Australia, and earning Tian the prestigious Banger Music Award for ‘Best Solo Artist 2021’ in the United States. Building on this momentum, Tian followed up in 2022 with his sophomore single, ‘Soldier On,’ further solidifying his position in the music scene.
In 2023, Tian ventured into Afrikaans music with the release of ‘Hemel Se Deur’ (‘Heaven’s Door’), which enjoyed chart success on various radio stations. Now, as he embarks on 2024, Tian’s highly anticipated second Afrikaans single and video, ‘Knip die Tou’ (‘Cut the Cord’), promises to continue his upward trajectory in the industry, offering listeners another powerful and introspective musical experience.
