“It’s not just a competition – it’s a place where we find each other through music.”

From the citrus groves of Limpopo to the vineyards of the Western Cape, Agri’s Got Talent (AGT) continues to celebrate South Africa’s agricultural workers through music. As entries roll in for the 2025 season, past contestants are reflecting on how AGT brought them together across regions, languages and genres.

Each year, AGT invites workers from the fruit, wine and citrus industries to step forward and share their voices. But more than a singing competition, it’s a journey of self-discovery, friendship, and pride.

Agri’s Got Talent: Where Diverse Voices Unite — Sandile Mathebula at the AGT 2024 finals.

“Through my life, I realised I didn’t choose classical music, it chose me,” says Sandile Mathebula, who was a finalist in 2024 while working at KMI Farming in Nelspruit. “I thought the competition was only for pop singers, until I saw Ayabonga (AGT’s first ever winner in 2014) perform during the AGT reunion tour. From there, doors opened – from my first flight to Cape Town to being welcomed with true hospitality. AGT is like a parent: It accepts you but also pushes you to grow.”

For Bradwin Jonas from Rietfontein, Ceres, who entered in 2020, AGT changed how he saw his art. “Rap was just a hobby. I entered not expecting anything, but AGT made me feel seen. Frieda van den Heever boosted my confidence and my craft. You don’t have to win to gain from AGT. You become an ambassador for agriculture and music.”

For Magdalene Philander, from Nonna, Worcester, joining AGT in 2019 was a leap outside her comfort zone. “I was so shy. But we all felt at home. We connected deeply. People from different places and cultures. AGT is about people and letting them shine.”

Armando Baartman, an irrigation supervisor from Saratoga in Robertson, sings R&B and Soul. He remembers the 2023 Reunion Show in Paarl as a defining moment. “It was amazing to share the stage with so many genres and stories. AGT helps artists pursue their dreams. Don’t let your circumstances define your limits.”

These are just a few of the voices shaping the legacy of Agri’s Got Talent. Whether singing gospel, rap, classical or pop, every finalist brings a story. And every story is a reminder that agriculture is filled with untapped talent waiting to be heard.