African Time Records has officially launched as a new division of MaxNote Media (PTY) LTD, marking a strategic expansion into the evolving scene of African electronic music. The label is positioned to focus on Afro House, Afro Tech, 3Step, Amapiano, and other forms of African-brewed house music, with a clear intent to contribute to the genre’s global growth.
The vision behind African Time Records is direct. It aims to collaborate with artists and producers across the African continent and internationally, creating a platform that connects local authenticity with global reach. This approach reflects the current state of Afro House, a genre that has moved beyond regional boundaries and is now shaped on an international stage.
At present, Afro House is largely defined by leading figures such as Black Coffee, Shimza, Da Capo, Nitefreak, and the Keinemusik collective, including &ME, Adam Port, and Rampa. Their influence has set a high benchmark in both sound design and global positioning. African Time Records enters this space with a long-term view, acknowledging the standard while working toward its own distinct contribution.
MaxNote Media is actively building the infrastructure required to elevate African Time Records to a level where it can engage with these pioneers. The focus is on consistency, artist development, and strategic releases that strengthen the label’s identity over time.
The launch is anchored by its first release, “Aura” by Da Afro. The track introduces the label’s sonic direction with a blend of Afro House rhythms. It prioritises groove, aligning with the label’s intention to deliver music that is both immersive and intentional.
Da Afro, born in Harding, KZN, is a self-taught producer who began his journey in 2017. His sound merges soul-driven textures with electronic structure, reflecting both local influence and international exposure. He has collaborated with overseas artists such as DJ IC and Lil London, contributing to a style that is globally aware while remaining grounded in African rhythm.
With “Aura,” African Time Records establishes its foundation. The release functions as both an introduction and a signal of intent, positioning the label within a competitive but expanding global movement.