South Africa’s Craig Lucas recently got to see himself on a billboard in New York City’s iconic Times Square in what was a glowing moment of gratitude and reflection for the singer from Elsiesrivier.
Global (05 November 2024) — Craig Lucas knows that opportunities for South Africans to share their music on prominent platforms with the world are few and far between.
The odds seem even tougher the further out from local city centres you go. But, if the singer from Elsiesrivier proved anything with his latest appearance on a billboard in New York City’s Times Square, the odds are meant to be tested and overcome.
From winning ‘The Voice SA’ Season 2 to becoming a Global Goodwill Ambassador for The Justice Desk, sharing his music with more countries and now representing SA in Times Square, Craig Lucas has come a long way from Clarke Estate.
His journey from then to now is not something he takes for granted. Rather, it’s an indicator that hard work and perseverance can lead one far beyond their wildest imaginings.
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“I won’t say this is a dream come true because this is beyond anything I could imagine,” Craig shared in reflecting on the moment.
“Things like this don’t often happen for kids like me from Clarke Estate. I feel like my hard work and perseverance is starting to pay off.”
Craig adds that opportunities and support are key to a moment of pride like this, especially in an industry where proper support is often underserved.
The billboard in question was exactly that—an opportunity for South African LGBTQIA+ artists to showcase their music in one epic, glowing playlist that takes listeners through the local likes of MOONGA K, Moonchild Sanelly, Toya Delazy and Armand Joubert with Craig Lucas. You can listen to it here.
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