Lira

Background

Songstress LIRA, whose music career spans 13 years and includes 6 Studio albums, 3 live DVD’s, an autobiography and a movie; has established herself as the foremost female artist in South Africa and a formidable presence on the global music scene.

Born in Ekurhuleni, East of Johannesburg, LIRA who grew up listening to Stevie Wonder, Miriam Makeba, Aretha Franklin and Nina Simone, began writing songs and performing at age 16 before she was discovered in 2000 and signed to 999 where she released her debut album All My Love in 2003. The title track off the Album would go on to surpass Beyonce’s “Dangerously in love” on its run to the top of the South African Charts, marking the beginning of her meteoric rise. LIRA then signed to Sony Music in 2006 and released three albums, Feel Good , Soul in Mind and Return to Love, all 3 of which certified platinum and subsequently won her numerous accolades and multiple South African Music Awards (SAMAs) – 11 to date.

In 2010 LIRA joined international artists in performing at the FIFA World Cup Kick-Off Concert. That same year saw the release of LIRA’s first live DVD, Live In Concert: A Celebration was released. The DVD was certified 4x platinum and replaced Celine Dions’s “Live in Las Vagas” as number 1 on the DVD sales charts. LIRA went on to make her cinematic debut that year as the support lead in the Italian / South African co-produced feature film, The Italian Consul.

2011 saw Lira spreading her wings and has since regularly toured foreign markets such as Europe and the USA . LIRA was subsequently named one of the Five unique Artists to Change Music in 2012 by Essence Magazine.

LIRA: The Captured Tour – Concert Film, her second live DVD was released through LIRA’s production company ARIL Films in 2012. With a backdrop set amidst 23000 fans, 5 cities, 4 arenas and 1 outdoor venue, The Captured Tour – Concert Film broke new ground in technical excellence and became the first concert film of its kind to be made in Africa.

LIRA reached an important milestone in 2013 having been in the music industry for 10 years at that point. LIRA celebrated this achievement with her First Decade Celebration, a three-tier experience communicating what she valued most as an artist; Love, Celebration and Inspiration. As an extension of this, LIRA released her autobiography Making Herstory, a personal depiction of the journey she embarked on and the invaluable lessons learned on her path to becoming the icon we know today. LIRA: First Decade – Concert Film a beautiful presentation of music and dance reflecting LIRA’s 10 year journey in the music industry was released in 2014 and is LIRA’s third Live DVD.

In further pursuit of growing her international brand, LIRA released Rise Again in 2014 through independent USA record label – Shanachie. This was the perfect introduction to the full spectrum of LIRA’s artistry for American audiences. The launch of the album saw LIRA tour 12 American states over 2 months.

2016 has been a busy year for LIRA who is a coach and mentor on South Africa’s version of the international hit music reality TV show, The Voice. The South African superstar ‘s very own 7 part documentary series, titled ”LIRA, Dream Chaser” which details the release and touring of her Rise Again album in North America, has been licensed to Fox Global and starts its first run across the entire African continent, 31st March, via the DSTV platform.

Bobbi Brown the global cosmetic giant recently announced LIRA as their first South African influencer, making her the first African to formally collaborate with the cosmetic house in a campaign titled “Bobbi x LIRA” Lira has been chosen as Johnnie Walkers campaign ambassador – The Joywalker – for Southern Africa.

Born Free, the album that broke LIRA’s 5 year silence is LIRA’s 6th studio album and is a self-declared soundtrack to a generation. When asked to elaborate on the significance of the title; “I grew up in a world where I faced so many limitations. I realised defining freedom for myself and subsequently living it was what I needed to do. In exploring this, the concept of “Born Free” became clearer. I want people to realise how powerful they are and that they can own their freedom. This album has become more than a body of musical work, it seeks to inspire and create change – physically and most importantly, mentally “says LIRA.

Born Free masterfully blends a new sound with the smooth urban direction synonymous with the LIRA brand. “This is my best record yet, adds LIRA, and listeners should expect to hear the definitive growth and boldness which that brings.”

This has marks a new direction for LIRA, and promises to set an exciting tone for great things to come.

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