Dream chaser

In this intimate chat with her, we get an uncut sense of her success.The name Otarel Music might not be as well-known as that of Lira herself, but it celebrated its own suite of firsts as its owner launched a new album and TV series this year.

Lira’s company published her new album, Freedom – her sixth –  and also produced Dream Chaser, the TV she’s just sold to Fox International, together with Kohl’s company Jazzworx. The brand footprint that the couple has built, both sonically and commercially, has exploded this year with media projects which have resonated deeply in fans.

Apart from her work, her signing of two massive endorsement deals with Bobbi Brown and Johnnie Walker (the latter one worth more than R1 million) have further entrenched her commercial success.

But the couple’s 13 years in the industry have also taught them some hard lessons and after more than a decade of almost obsessively crafting “wholesome” brand Lira, they speak openly about how it’s maturing.

Lira’s favourite coffee joint in Jo’burg is Olivia’s, a fuss-free café in Randburg accustomed to giving her a sunny table outside whenever she arrives. She says that previously, no-one ever bothered her there – but her role as a TV coach on The Voice South Africa put paid to that.

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