East Cape’s Borchards prepares to wow the US

Singer on track to earn her ticket to success

Up-and-coming Eastern Cape artist, Amaron Borchards, is hoping to impress American record labels and agents with her eclectic sound at the Applause Rising Talent Showcase (Arts) taking place in Orlando, Florida in the US in July.
Borchards, 22, was selected for the five-day talent convention after a series of auditions, culminating in a performance on the Arts talent showcase stage at the Silverstar Casino in Johannesburg in October last year.
“My dream is to be an international artist,” said Borchards.
The talent convention will see Borchards, among other talent from SA and around the world, perform in front of a panel of international agents, casting directors, record labels, managers and producers.
“This is one of the most amazing opportunities to make connections; it’s like a shortcut into the industry.
“I’m really looking forward to networking with talent scouts,” said Borchards.
“The ultimate goal would be to land a contract with a record label but I think it’s also a chance to learn a lot and grow in my craft.”
At a Johannesburg school for the arts, Borchards studied music and theatre and graduated last year with a degree in live performance.
After graduating, Borchards connected with local band, Afrotronix, in her hometown of Port Elizabeth and has been making music ever since, already releasing two Extended Playlists, titled Bubblegum Town and New Glow.
“I’ve always loved theatre and performing, but my passion for music started when I was in matric. My mom pushed me to take on a lead singing role is a school play and I just really loved it,” said Borchards, who now lives in East London.
She said that her biggest musical influence was Justin Bieber, but that she has worked to develop her own unique sound and message.
“I essentially learnt how to sing by listening to his music, and copying what I heard. I think I have every single one of his albums. My sound is quite different though because it’s a mix of various genres,” said Borchards.
“I try to be very honest and authentic with my music and I mostly speak about what I’m going through in my own life, with the hope that people my age can relate to it.
“The message in my latest EP, ‘New Glow’, is about positivity and realising that there’s always something to be happy about -even on bad days,” she explained.
Borchards is actively raising funds to reach her goal of R75,000 for her trip to America and has various events planned throughout SA in the next few months, one of them being a relaxing musical evening at Pine Creek in East London on March 16 starting at 5pm.
For more information or to support Borchards, please contact her on amaronbor@gmail.com...

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