Lucille Slade Celebrates Kimberley With New Music Video “Die Y”

SAMA-nominated artist Lucille Slade, affectionately known as The Kimberley Diamond, has returned to her roots with the release of her latest music video, “Die Y”. The heartfelt release celebrates Kimberley, its vibrant culture and the remarkable people who continue to put the city on the map. More than a new addition to Lucille’s musical catalogue, “Die Y” serves as a powerful tribute to the place that helped shape her identity and artistic journey. Through music and visuals, she brings Kimberley’s story to audiences far beyond the Northern Cape. The release also highlights the creativity, ambition and excellence that continue to emerge from the city.

“Die Y” carries the feeling of a love letter to Kimberley, with Lucille using her music to celebrate the city from a deeply personal perspective. She combines her signature sound with Kwati, incorporating the intro from “Sip ’n Kwati” to strengthen the song’s unmistakable sense of place. This creative choice gives the track a distinctive local identity while allowing its message to remain accessible to listeners who may not have a personal connection to Kimberley. The collaboration adds another layer to a song that is firmly grounded in local culture and contemporary South African music. Lucille ultimately creates a track that represents home while inviting the rest of the world to experience Kimberley through her eyes.

The “Die Y” music video expands on this message by shining a spotlight on Kimberley Diamonds who are making their mark across different industries. Among the prominent names featured are acclaimed fashion designer Thebe Magugu, SABC News’ Unathi Batyashe and 5FM presenter Boipelo Mooketsi, who is also a Basadi in Music Award winner for Best Radio Presenter. Their inclusion reinforces Lucille’s central message that Kimberley’s greatest treasures extend far beyond the diamonds associated with the city’s history. These individuals represent different areas of South African excellence, from fashion and journalism to broadcasting and entertainment. By bringing their stories into the visual world of “Die Y”, Lucille celebrates the people who continue to give Kimberley a strong presence on the national stage.

The concept behind “Die Y” is closely connected to Kimberley’s long-standing reputation as a city associated with diamonds. Lucille takes that familiar history and gives it a modern meaning by presenting talented people as Kimberley’s diamonds of today. The message is clear that the city continues to produce individuals whose achievements deserve recognition both locally and internationally. The music video therefore becomes more than a celebration of geographical roots because it acknowledges the people who carry Kimberley’s identity into different parts of the world. Lucille’s approach gives the word “diamond” a broader meaning, connecting the city’s heritage with its contemporary talent.

The 053 Kimberley area code also plays an important role in the identity of “Die Y”. By incorporating 053 as a proud visual and sonic signature, Lucille reinforces the connection between the song and the city it celebrates. The area code becomes a recognisable symbol of Kimberley pride and helps strengthen the track’s sense of authenticity. It also supports the wider message that Kimberley’s influence reaches far beyond its geographical borders. For audiences familiar with the region, the reference carries an immediate sense of belonging, while for new listeners it introduces another piece of the city’s identity.

At its core, “Die Y” celebrates home, heritage, culture, talent and excellence. Lucille does not simply focus on Kimberley’s past or its famous diamond history, but instead draws attention to the people who are shaping its present and future. The video gives recognition to individuals who have built successful careers while remaining connected to the identity of their hometown. This approach allows Lucille to present Kimberley as a place filled with creativity and possibility. It also encourages audiences to look beyond familiar stereotypes and recognise the diverse talent that continues to emerge from the city.

The release marks another important moment in Lucille Slade’s journey as an artist carrying Kimberley with her wherever her music takes her. Her identity as The Kimberley Diamond is closely reflected in a project that places her hometown at the centre of the story. Rather than separating her personal artistic journey from her roots, she uses “Die Y” to connect the two and celebrate where she comes from. The result is a music video that has a strong sense of purpose, particularly for audiences who understand the importance of home and cultural identity. Lucille’s SAMA-nominated status adds further weight to a career that continues to combine musical ambition with a strong connection to her origins.

The “Die Y” music video was released on YouTube on Friday, 21 August 2026, at 9 AM. Its arrival gives fans an opportunity to experience Lucille’s celebration of Kimberley through both sound and imagery. The release also creates a platform for the featured Kimberley Diamonds to receive recognition alongside the city that connects them. As the video reaches audiences beyond the Northern Cape, its message has the potential to introduce more people to Kimberley’s culture and the achievements of its people. The timing of the release adds another chapter to Lucille’s ongoing work as an artist who proudly carries her hometown into wider spaces.

With “Die Y”, Lucille Slade has delivered more than a music video. She has created a celebration of Kimberley and the people who continue to make the city shine through their talent, determination and achievements. By combining her distinctive sound with Kwati, the “Sip ’n Kwati” intro and the recognisable 053 identity, she gives the project a strong local character while keeping its message open to everyone. The appearance of figures such as Thebe Magugu, Unathi Batyashe and Boipelo Mooketsi further strengthens the idea that Kimberley’s greatest diamonds are its people. The Kimberley Diamond has now turned the spotlight back toward home, giving the city its flowers on a much bigger stage and declaring, with pride, “Die Y to the world!”

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