Cultural Diplomacy in Action: “Africa’s Call” Unites the World Through Song

25 June 2025 – Pretoria, South Africa

The global release of the G20 anthem, “Africa’s Call”, on 9 May marked a proud milestone in the nation’s creative and diplomatic history, and defining moment for African cultural diplomacy. The song, now streaming worldwide listen here, resonates as a bold reminder of Africa’s voice in global affairs and the power of the arts to foster unity in a divided world.

Minister of Justice and Correctional Services, Ronald Lamola, captured the essence of this achievement in his heartfelt message:

“I am proud to announce the release, on 9 May, of ‘Africa’s Call,’ a song that embodies and reflects the spirit of Ubuntu, our African identity, and the G20 Presidency’s mission. This anthem, now streaming globally, is a reminder that culture and our common humanity unite us even as we debate and sometimes disagree on policies. I invite all citizens to listen, share, and let its message of hope resonate in all communities across South Africa.”

The Power of Cultural Diplomacy

Cultural diplomacy is the use of creative expression—music, art, language, and heritage—to promote mutual understanding between nations and people. It bridges ideological divides, fosters respect among diverse communities, and strengthens international relations beyond conventional politics. “Africa’s Call” is a prime example of how a song can become a diplomatic instrument, amplifying Africa’s values on a global stage.

In an age where global conflict, inequality, and disinformation threaten unity, cultural voices grounded in empathy, heritage, and resilience provide a compelling counter-narrative. The anthem, composed with intention and performed with passion, offers more than just melody; it is a message of solidarity, hope, and a renewed vision for Africa’s place in shaping the future of humanity.

The Role of Artists as Cultural Ambassadors

Artists are not merely creators, they are storytellers and bridge-builders. Their work speaks where diplomacy cannot. As such, they should be formally recognised and empowered to represent South Africa and Africa globally.

Government can play a vital role by:

• Establishing a Cultural Ambassadorship Programme: Honour creatives whose work contributes to national pride and international understanding. These ambassadors would participate in diplomatic missions, international festivals, and intergovernmental cultural exchanges.
• Funding Global Cultural Campaigns: Provide support for the international distribution, performance, and promotion of significant cultural works like “Africa’s Call”.
• Integrating Arts into Foreign Policy: Collaborate with embassies and cultural attachés to elevate African narratives and inspire global audiences.
• Mentorship and Capacity Building: Equip emerging creatives with the tools, networks, and platforms to become future cultural diplomats.

Africa’s Call: A Legacy for the Continent

“Africa’s Call” is more than an anthem. It is a cultural legacy that speaks to the continent’s dignity, diversity, and destiny. It affirms that African voices have a place not only in music charts, but in the halls of global governance.

As South Africa leads the G20 with Ubuntu as its guiding light, this song serves as a soundtrack to a more inclusive and humane global order. Let us answer the call—by listening, sharing, and letting its harmony remind us that Africa, through culture, continues to lead with heart.