Jemapelle James: 'I discovered my passion for music in Richards Bay'

Emerging R&B artist Thabiso Tshabalala, also known as Jemapelle James, says his Richards Bay roots have shaped and grounded his artistry.

From his early days as a high school rapper to discovering his vocal ability later on, Tshabalala has evolved into a singer and songwriter with a strong sense of identity.

He credits the people he grew up around in his hometown for playing a pivotal role in his development as an artist.

“I think with Richards Bay, the thing I love about it is that I discovered my passion for music there. That’s where I discovered myself and met people who supported me when I was very doubtful,” he says.

Beyond support, Tshabalala says those around him offered honest and constructive criticism that helped him grow.

“In the beginning phase, the friends I was with wouldn’t be afraid to give their opinion on a song. They’d tell you if it’s trash. So you build a thick skin around people not liking your work.”

Now based in Johannesburg, Tshabalala says that early exposure to criticism has helped him navigate the highs and lows of the music industry.

“I come to Joburg, and people liking or not liking my songs isn’t what hurts. For me, it’s a constant challenge of understanding why it didn’t reach a certain audience. It becomes research.”

He explains that he uses audience reception as a tool to better understand and refine his craft, with the “thick skin” he developed allowing him to push forward despite setbacks.

Like many emerging artists, Tshabalala acknowledges the pressure that comes with having a successful song and the expectation to surpass it.

Following the success of his single Voicemail, which has performed well both locally and internationally, he says he had to consciously prevent that pressure from interfering with his creativity.

“I think with Voicemail, it was the perfect example of luck meeting preparation. It did really well, and it’s a great song. But I used to feel like I needed to make something even bigger. I’m over that now.”

Instead, he says his focus has shifted toward experimentation and showcasing his versatility as an artist.

With a new single titled Yoh, a heartbreak track featuring fellow vocalist Ntobeko Sishi set for release on Friday, 20 March 2026, Tshabalala says listeners can expect more music that reflects both his range and commitment to his craft.