James Logan: Bars, Beginnings, and the TikTok Experiment

Released in 2021, James Logan marked one of Golden Shovel’s first experiments in blending music, video, and the fast-changing world of social media. More than a single, it became part of the foundation for what would later form the Ancient Wisdom Episodes.

The video was shot at his residence in Secunda, styled with a Kaizer Chiefs cap and a Maria McCloy jacket — a fusion of township culture and contemporary African design. The shoot was minimal, with only two main shots and a cutaway, later handed to DreamDeepMedia for editing. It was never intended to be a polished music video; instead, it was an experiment in storytelling for new platforms.

The lyrics reveal why James Logan carried such impact:

“I word play like Wayne, miss me with the ‘little’ / I’m a grown man like James Logan.”

Here, Golden Shovel set the tone for his identity — mature, unfiltered, and uncompromising. Other bars, such as:

“Our Father which art in heaven… give us today our daily bread and that paper at home as you did with the reverend,”

show his tendency to mix scripture with social critique, underscoring a lyrical style that is equal parts raw and reflective.

Still, the shoot reflected growing pains in navigating TikTok’s short-form rules. Midway through recording, the videographer suggested the verse was too long for the platform, and the performance was cut short. Golden Shovel wasn’t pleased, and neither was his editor, but the decision stood. The piece closed with the phrase “uzobastrong” — “you’ll be strong” — which became both a conclusion and a mantra.

Despite its imperfections, the TikTok release drew a respectable audience. For Golden Shovel, the experiment was less about numbers and more about entering a new space, testing how raw authenticity could resonate in the digital era.

🎥 Watch the video here: