Nicholas Joubert is a South African singer-songwriter who is also a model and a Masters graduate in Strategic Management. His debut single ‘Someone New’ dropped in 2021 and entered the East Coast Radio Top 40 and 5Fm's Top 10 Pop chart, reaching the number 5 spot. Internationally, the song was played on radio stations in the UK and Australia. In the rhythmic dance between academia, music, and modelling, the ‘Hollywood Hills’ hitmaker reveals the intricate steps to his success in our recent interview with him.
Making a Hit Single
With his debut single ‘Someone New’ making it onto the charts of the biggest radio stations in South Africa, Nicholas lets us in on the hit-making process.
‘It took quite a bit of planning. It’s connecting with the right people. I had an excellent producer who helped me with the melodies of the song; I had great PR; I had a great management team that helped me; and then, in terms of writing the actual song, I wrote it from a personal experience [a breakup]. You write from your heart, as it makes people find it easier to connect with you as an artist.'
Why PR Is Essential
Nicholas attributes a significant part of his musical triumphs to the unsung heroes behind the scenes, particularly emphasising the role of his PR team.
Nicholas expands, ‘People underestimate the importance of a publicist. Publicists build relationships with radio stations, podcasts, TV shows, etc., and I think there’s a 'reputational' aspect to being a great publicist. My PR Genevieve [Indie Does It] has all the contacts; she knows what to say better than I do, and that’s why I contracted with someone like her because she’s a professional at what she does and she has been doing it for many years. Over those many years, she has gotten a lot of experience, and that is experience I don’t have, so you pay for those skills; you pay for the team to help you achieve what you want to achieve because you simply can’t do it on your own.’
Juggling a Music Career With Academics and Everything Else
Finding the right balance between music, academics, and modelling is pivotal in ensuring Nicholas continues to produce on all fronts. This is something we had to zone in on, considering most musicians have to support their music careers with day jobs in South Africa.
‘I think it’s all about prioritising. The University of Pretoria gave me an excellent opportunity to pursue my postgraduate studies, so that became a priority for me. Yes, it does mean you don’t have as much spare time as you’d like, but in my case, it was two years, and I qualified at the master’s level. I haven’t been releasing, but I have been writing music and building a catalogue with my producer, so this year I’m planning a release. I also received a bursary from SAMRO, so I’ll be doing a music business course with them as well. Again, it’s just about prioritising; I’m just excited to be getting back to music.
Top Picks
One of the standout aspects of Joubert’s music is his production and clean sound, which comes as no surprise when looking at some of his favourite South African artists.
Nicholas gives us his top picks: ‘I would put Will Linley at the top; I attended one of his shows in August, and that guy is brilliant. So Will Linley, Jeremy Loops, and Matthew Mole.’
Conclusion
Nicholas Joubert's journey is more than just chart-topping success; it's a harmonious blend of passion, perseverance, and the right connections. As he gears up for his 2024 releases and a music business course with SAMRO, there's an infectious excitement that resonates—a melody waiting to captivate audiences once again.
Experience the full audio episode here.
