Ralf Schmitt is the artistic and managing director of the Ndlovu Youth Choir. His leadership was pivotal during the choir’s historic run on America’s Got Talent, where they became the first choir to reach the finals.
Ralf is the primary musical arranger for the choir and the architect of its “sonic logo” that infuses global pop hits with traditional African musicality. Beyond his creative contributions, he oversees the commercial and operational strategy of Ndlovu Youth Choir.
By balancing artistic vision with professional discipline and financial sustainability, he has successfully scaled the brand to include full theatrical productions and a significant digital presence.
How Ndlovu Youth Choir achieved global recognition
When did Ralf Schmitt realise that the Ndlovu Youth Choir was becoming bigger than itself?
In 2009, we started as an after-school music programme for orphans and vulnerable children, part of the Ndlovu Care Group, an NGO in Limpopo. We were called Ndlovu Youth Choir.
As the years progressed, I was speaking to choristers, asking how are you doing? Many would answer: I’m just chilling. Just chilling means I’m not doing anything with my life. I’m not employed. I’m not at university. I’ve dropped out of school. I decided to transform the project from a rural community music programme into a professional ensemble.
Having a professional ensemble out in rural Ndlovu… we stuck to our guns. I convinced everybody to hop on board. We needed a product to take to market.
I came up with an IsiZulu version of Shape of You. I suggested we cover it in Zulu. It went viral. Well over 100 million views online. Wouter Kellerman asked if he could join us. Wouter suggested we do a video. The video went absolutely mad. That was the moment when I realised that this thing’s really getting big.
During our run on America’s Got Talent, it dawned on me that what we were doing was not just music, we were representing the potential of young South Africans, particularly in rural communities. Our impact was symbolic. It reflected hope, pride, resilience, and possibility.
It became a huge responsibility… we’re part of a larger movement that inspires the youth of the continent.
What strategic choices were most critical to scaling the Ndlovu Youth Choir globally?
Creatively, we needed to stand out. How could we create our own sound and stand out in the pack?
Our musical journey evolved from singing traditional songs to infusing global pop hits with the music of Africa. Having a very clear creative vision that we have our own sound and any project has to be instantly recognisable as Ndlovu.
Defining the Ndlovu Youth Choir sound
Ndlovu had to have its own sonic logo. I do all the musical arrangements. I’ve got three or four singers that help with the translations. As we get better with the arrangements and compositions, so too the sound evolved.
Operationally, that was tricky. The choir became a company, the Ndlovu Youth Choir Pty Ltd. It had to be run like a business. We had to implement professional operational standards and discipline. There was a lot to be learned… going from being an artist into running a company and standing your ground in the music industry.
You need to be confident in how you present yourself, your brand, and have a very clear vision.
From a marketing perspective, COVID helped us develop a repertoire which led to us being able to do full theatrical shows at Artscape and Montecasino. It also helped us grow our social media following. We take a song and add our own flavour to it. It’s been very good for the choir.
I remind the choristers that this industry requires longevity. It was important that we continued creating content that continued the story of Ndlovu. Overall, it’s a balance of South African authenticity with universal appeal.
What does the Ndlovu Youth Choir’s success demand from you as a leader?
Needing to master business and administrative responsibilities. I’m now the artistic director and the managing director. I have to transition from going into studio to checking in with the finance department, looking at contracts, logistics, budgets, and payroll.
Balancing creativity with financial sustainability is a huge challenge. It’s a huge responsibility because many choristers’ livelihoods depend on the decisions and the content produced.
How do you keep such a young choir grounded while navigating their temptations of fame?
The big thing is emphasising character over fame. Having an ethos of collective responsibility, Ubuntu. I am because we are. The group is bigger than any individual. We constantly stress that.
Working with young people, there are going to be disciplinary issues. Those are dealt with decisively. We place high regard on professionalism, punctuality, and teamwork. Having a spirit where humility is rooted in the values of the choir.
The future of Ndlovu Youth Choir
How do you ensure sustainability and succession within the Ndlovu Youth Choir?
America’s Got Talent gives you two-minute performances. You can’t run a show with 10 minutes. You have to keep creating, making new things, staying up to date.
We’ve got younger singers joining. Senior choristers are earning an income. Some choristers are in their late 20s. They joined in their early teens. Our younger singers are 13. We have a steady flow of younger talent. The older singers mentor them.
Mentorship is often about unseen service. How have you served in Ndlovu Youth Choir?
I try to make sure it continues. That’s the primary responsibility – to continue hustling for work. You’ve got to make sure the business survives, and everyone relying on income can provide for their families.
We want to grow. Every year we want to grow. We want to do bigger performances, tour more, increase performances, and generate more income. Last year we took on the FNB Heritage Tour. We have exciting new ideas and products, particularly for the older choristers.
Your service to the Ndlovu Youth Choir has not been without sacrifice. What keeps you committed?
I love what I do. I want people to understand that I have learned as much from the choir as they have from me. To go into a rural community and see how many South Africans live, and be accepted, and make music with them, is a privilege. I get a kick out of seeing the families and broader community uplifted.
What is the reality of achieving your level of fame that you never expected?
I genuinely don’t consider myself famous. Every now and then, someone will stop and ask how the choir is doing. What it does do is provide a platform to influence positive energy and tell beautiful stories of South Africa.
How do you detach yourself from work and get back to yourself?
I love spending time with the family. I’ve got a wife and two children. I love watching sport. I love going to the bush. That’s my happy spot. If things are hectic and my brain’s full, I’m out, and off I’ll go to the bush for a few days.
My family has been very supportive. When there is time off, we’re selfish with it and stick together.
What has your life taught you about yourself?
You need to be vulnerable and put yourself out there. You’ve got to try something everyone says won’t work. Give it a shot. If it doesn’t work, your skin has to be thick enough to pick yourself up and keep going.
Purpose is more important than applause. If you get that right, applause looks after itself. Part of the ethos is to create the best show possible. Not to worry about when they’ll stand or cheer. Work together as a team. The applause will look after itself.