OPINION I From “Siwe Siwelele” to “Mufasa!”: How Cassper's Fill Up Roar is Redefining the Brand-Free State -

Siwe Siwelele” to “Mufasa!”

The Free State has found a new rhythm, and to be honest, it is not the kind that comes from silence. It’s loud. It’s raw. It’s the sound of a place deciding it’s done with the old story and ready for something bigger. On a night of rain threats in Bloemfontein at the Weather Bureau, where not a single drop disturbed my numbing sneakers, the magic was not subtle at all, appearing as a wall of noise, shaking the Toyota Stadium until you could feel it in your bones. “Mufasa! Mufasa! Mufasa!” The entire room erupted for Refiloe “Cassper Nyovest” Maele Phoolo, a hometown hero if ever there was one. Amid those cheers, amapiano beats pulsed through the air, wordless but impossible to ignore: “Yiyo Yiyo Yiyo Yiyo Yiyo.” And as they held it all together, the crowd sang the classic Siwelele chant: Siwe Siwelele Oooooooohhhhh Siwe Siwelele Free State, Bloemfontein! At that moment, the stadium didn’t just echo. It became the heartbeat of the province.
Don’t get it twisted, this wasn’t just another Cassper Nyovest “Fill Up” concert. This was Cassper Nyovest’s control of the Free State, where he took a hard look at himself and decided to flip the script. Overnight, Bloemfontein changed from the name ‘City of Roses’ to the ‘City of Beats’. The province left its old, buttoned-up image behind and showed a new, vibrant side. Every artist who took the stage, from the opening act to the final encore, wasn’t just performing. They learned a lesson in how to fire up an audience, how to turn a show into an experience that people take home with them.
The setup drove the point home. This wasn’t just a parade of Joburg celebrities. It was a mix of Free State artists side by side with big names from across South Africa and beyond. Hlokoza Nesty set the tone early and exuded local confidence, talented as Bina Binnz. Uncle Waffles, straight from Swaziland, now an international face of amapiano, was introduced by session Fantas DJ and Le Goody. She showed what happens when township sounds just start partying worldwide with Drake on a normal day. This is proof that sounds born here in South Africa and this province are now currency everywhere. But what hit the hardest was seeing Free State’s own artists on that gigantic stage. They brought the spirit of the province with them and, quite frankly, proved that they belong at the top.
It wasn’t just about putting on a good show. It was a rebrand in real time. For years, the Free State’s reputation rested on agriculture, universities and politics: solid, sure, but not exactly exciting. This concert created a new image: a province with serious cultural firepower. Young, energetic and ready for business.
And the crowd? They did the talking. Every chant of “Mufasa!” was a bet on a hometown dream. Each leap to “Yiyo Yiyo” brought them into a global movement that started here, in Africa. And when the Siwelele chant roared, you felt something change. It wasn’t just about sports anymore, it was a celebration of who they are. The stadium turned into a furnace and forged a brand that combines local pride, global sound and provincial unity into something that no one can ignore.
The ripple effects went far beyond the music. That night, Bloemfontein’s hotels filled up, restaurants and shisanyama joints were full, taxis and buses ran non-stop. The city felt alive, money moving, people moving, everyone buzzing. That’s the short-term hit. The real victory is what comes next. The show proved that the Free State can handle large events and attract large audiences. Suddenly it’s easy to imagine a Free State International Jazz Festival, amapiano tours, hip-hop centers, the kind of things that turn a drive-through county into a destination.
None of this happens without the sponsors doing their part, and they did more than just put their names on a banner.
Lesedi FM, for example, was not only a sponsor, but crowned the moment. As the SABC’s powerhouse for Sesotho and Setswana, they have taken the local vibe and put it on the map for the entire country. It wasn’t just about airtime or advertising. It was a statement: this artist, this province, this story matters. Lesedi FM turned the Siwelele chant into an anthem for an evening, reminding everyone in the Free State that their culture is not only relevant, but premium. And by supporting events like this, they ensure they remain at the center of the conversation, bridging the gap between old and new and keeping their finger on the pulse of what really moves people today.
DESTEA’s sponsorship wasn’t just a budget line, it changed the game. For the first time, the Free State government stepped up and treated culture as a real economic force, not just something to talk about in policy documents. With the support of Fill Up, DESTEA has given support and confidence to the creative economy. That’s more than a one-off concert; it is a seed. Over time it grows, structures for local artists, money for community arts centers, training in event management and performing arts, and a clear path for creative people to build real businesses. DESTEA didn’t just pitch for an event; it supported an entirely new economic direction for the province.
What happened last night wasn’t just a show, it was a challenge. Now the task is to turn that one, electric moment into something lasting. That means supporting the places and people who made this possible, hip-hop cyphers tucked away in Mafahlaneng, amapiano beats built in Rocklands bedrooms, poetry whispered in Heidedal cafes. Tourism plans must respond to this by organizing Fill Up Legacy tours in partnership with Cassper Nyovest, mapping the shebeens and home studios that shaped the sound, and building annual festivals that keep the music alive long after the final encore.
The Free State has always had rich land and big dreams. With our voices still ringing after singing our own national anthem, we have found something new: trust. The province is not just about what we get from the earth. It’s about what we think of, what we fight for and what makes us dance. The world heard us shout Siwe Siwelele for our culture. Now let’s build a province that deserves all that energy, let’s make sure the world continues to listen.
Disclaimer: Thabang Mokoka writes in her own personal capacity

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OPINION I From “Siwe Siwelele” to “Mufasa!”: How Cassper’s Fill Up Roar is Redefining the Brand-Free State

Siwe Siwelele” to “Mufasa!”

Author: Central News Online