Jay Em Celebrate Gqeberha’s Taxi Culture and Musical Heritage With New EP iSOTTA
South African producer duo Jay Em are shining a spotlight on their hometown of Gqeberha through the release of their deeply personal EP, iSOTTA. The seven track project is more than just a collection of songs. It is a heartfelt tribute to the city’s rich culture, vibrant music scene and the unforgettable role that taxi culture played in shaping musical discovery across South Africa. Made up of brothers Ruwayne and Waven Sebia, Jay Em have crafted an EP that blends nostalgia, storytelling and modern house music into a project that celebrates both their roots and their artistic journey. With iSOTTA, the duo invite listeners to experience the sounds, memories and emotions that defined an important era in South African music.
The title iSOTTA draws inspiration from the iconic Toyota Siyaya minibus taxis that became an essential part of everyday life in Port Elizabeth, now known as Gqeberha. Long before streaming platforms, music apps and social media became the primary ways people discovered new songs, taxis served as moving stages for emerging music. Taxi drivers played the latest tracks throughout their routes, giving artists valuable exposure to thousands of commuters every day. Producers often created songs specifically to appeal to taxi drivers because they understood that a popular track on the taxi routes could quickly spread throughout communities. This unique relationship between music producers, taxi drivers and commuters helped shape the careers of many South African artists and became an important part of the country’s music history.
Jay Em explained that the concept behind iSOTTA developed naturally rather than through careful planning. As the brothers spent time creating music that reflected the sounds they grew up listening to, they found themselves reconnecting with memories of their childhood and early musical influences. The familiar rhythms reminded them of the excitement that surrounded local house music during their younger years. Those moments inspired them to tell a broader story about the culture that helped shape them as producers. Instead of simply creating songs, they wanted to preserve an important chapter of South African music history that many people could instantly relate to.
Throughout the EP, listeners are taken on a journey through Gqeberha’s streets, neighbourhoods and musical landscape. The project captures the atmosphere of school taxi rides, house parties, local clubs and community gatherings where music became the soundtrack to everyday life. Rather than focusing only on entertainment, the songs celebrate the people and places that contributed to the city’s creative identity. The brothers believe these shared experiences deserve recognition because they helped build a strong musical community that continues to influence artists today. Their goal is to allow listeners to relive cherished memories while introducing younger audiences to a cultural tradition they may never have experienced.
One of the standout tracks on the project is Need To Know, a deeply emotional collaboration featuring Luke M and Botswana vocalist Kali Mija. The song serves as a tribute to Jay Em’s late friend and fellow producer Four7, whose influence remains significant in their lives. Including Luke M carried special meaning because of his long standing partnership with Four7, making the collaboration feel like a reunion of old friends through music. The opening of the song features Four7’s well known tagline, voiced by Luke M, adding another emotional layer to the tribute. The result is a song that celebrates friendship, legacy and the lasting impact of those who helped shape South African house music.
Beyond its emotional moments, iSOTTA also showcases Jay Em’s ability to produce fresh and engaging music that connects with today’s audiences. Tracks such as Borrels and Tick Tok generated strong attention on social media before the EP’s official release, demonstrating the growing excitement surrounding the project. While the music embraces modern production techniques, it remains firmly rooted in the sounds and influences that inspired the brothers from an early age. This balance between nostalgia and innovation gives the EP broad appeal across different generations of listeners. Fans can enjoy music that feels contemporary while still honouring the traditions that built South Africa’s house music scene.
Jay Em are no strangers to success within the music industry. Over the years, they have earned recognition through collaborations with respected artists and producers. Their achievements include co-producing Mi Casa’s South African Music Awards nominated album We Made It as well as contributing to the AFRIMA nominated collaboration Toca. Despite these accomplishments, the brothers view iSOTTA as one of their most meaningful releases because it places their personal story at the centre of the music. Instead of chasing commercial trends, they focused on creating a project that reflects who they are and where they come from.
The brothers also believe that community remains one of the strongest themes throughout the EP. They intentionally celebrate taxi drivers, local producers, fellow musicians and ordinary people whose contributions helped shape Gqeberha’s creative culture. In an industry where individual success often receives the most attention, Jay Em wanted to highlight the collective effort behind every thriving music scene. They see their hometown as a place filled with talent, resilience and unique cultural energy that deserves international recognition. Through their music, they hope to share those stories with audiences far beyond South Africa.
Jay Em’s musical journey began during childhood, surrounded by a wide range of musical influences that encouraged creativity and experimentation. Their early years on SoundCloud allowed them to explore different genres before eventually developing the distinctive production style that defines their work today. Rather than following changing trends, they chose to refine a sound that felt authentic to their experiences and artistic identity. This commitment has also opened opportunities to collaborate with international artists who genuinely appreciate their music. Each step of their career has strengthened their belief that originality and consistency create lasting success.
As South African house music continues to gain recognition around the world, Jay Em hope iSOTTA becomes both a celebration of their hometown and an inspiration for aspiring musicians from smaller communities. The brothers want listeners to understand that great music can come from any city, regardless of its size or global reputation. They believe that determination, hard work and confidence can open doors far beyond one’s place of origin. Through iSOTTA, Jay Em have created more than an EP. They have preserved an important piece of South African cultural history while encouraging a new generation to embrace their roots, celebrate their communities and dream without limits.
Stream iSOTTA HERE
