Kerry-Anne Allerston
Image: Supplied
Anything born out of love and deep passion is hard to silence. It can feel like a constant uphill climb, like you’re fighting battles just to keep something alive. So many of us know that feeling. You have a dream and when it finally becomes a reality, you can hardly believe you made it that far. Keeping it going is another story altogether. Life feels more complicated than it used to and the more I speak to people, the more I realise we’re all navigating tougher terrain. But this is not a sad story or one filled with negativity. It is one of resilience, belief and just what can happen when people refuse to give up.
I remember attending the launch of a very special space in Newtown in 2019. It felt like the beginning of something electric. That was the birth of Ampd Studios. I have been lucky enough to watch Jon Savage’s journey quite closely and not many people are bold, brave or crazy enough to attempt what he has. He was once told he couldn’t sing, so he started a band and landed multiple radio hits. He then decided he wanted to be on radio and secured himself a presenting slot on a major station. That too wasn’t enough for this trailblazer who then decided to build his own station that even won awards by the way. Opportunities like that are rare, but nothing has ever seemed too big a dream or too impossible for this creative force.
Savage and his partner Carl Booysen recognised a desperate need in the heart of Johannesburg. There were talented young people, students and aspiring creators who simply didn’t have the funds to access professional studios. So they built one. A space where podcasters, musicians, content creators and dreamers of all kinds could create freely. What makes it even more powerful is that Ampd was built on a real desire to uplift. It offered free access to world-class recording, podcasting, video and performance facilities, removing barriers that so often keep talent locked out. It became a safer, more constructive path for many, a place where collaborations flourished, friendships formed and careers quietly began to take shape. This was a place where superstars were born.
Over the past six years, Ampd Studios has grown into one of the most influential creative hubs on the continent, supporting more than 15 000 creators. Artists such as Tyla, MacG, DJ Sbu, DJ Fresh, Penuel and Thato Rampedi have all moved through its doors, sharpening their craft and building their brands. Despite countless challenges behind the scenes, the team fought to keep the doors open and the facilities free, ensuring that access to opportunity wasn’t determined by background or bank balance.
On Friday, February 27, Booysen and Savage ushered in a powerful new chapter with the relaunch of Ampd Studios through a national empowerment partnership with Absa. This collaboration is designed to accelerate Africa’s creator economy by combining Ampd’s proven track record in nurturing talent with Absa’s commitment to arts, culture, innovation and community development. The partnership launched with a headline masterclass featuring Nasty C, setting the tone for a dynamic series of free knowledge-sharing sessions, mentorship programmes and networking opportunities for young creators, aspiring musicians and entrepreneurs across the country.
This new alliance signals real access and real opportunity for the next generation. With Absa amplifying Ampd’s reach through its national platform and resources, the vision is clear: to build sustainable creative careers, unlock economic pathways and celebrate diverse talent across South Africa and beyond. What began in 2019 as a bold idea in Newtown has evolved into a movement, proving that when passion meets purpose and the right support, extraordinary things can happen.
“Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars to change the world.” - Harriet Tubman