Young Stunna Excitedly Talks Groundbreaking Jägermeister Collab on ‘Mashaya Gold Chain’
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- March 3, 2025
Mashaya Chain: In an ingenious collaboration, Amapiano sensation Young Stunna has teamed up with Jagermeister and Luminary Jewellery Design to launch the Mashaya Gold Chain, a chain representing a statement of hustle, style, and Kasi culture. This isn’t just an accessory; it’s a movement, a symbol of ambition, and a nod to the township dreams that fuel South Africa’s music and streetwear scene.
During a great edition of #YanosPlugIGLive, Young Stunna shared the inspiration behind the campaign, his connection to the term Mashaya, and why giving back to his fans is at the heart of everything he does.
THE MEANING BEHIND “MASHAYA” AND YOUNG STUNNA’S JOURNEY
For Young Stunna, Mashaya is more than just a name, it’s a persona, a storyteller, a hitmaker. “‘Mashaya’ is simply a dude full of lies. If you grew up in the township, you know who a Mashaya is, someone who can sell you a story,” he explains. “That’s me. I turn stories into songs. I sell hits.”
This storytelling ability made the Mashaya Gold Chain the perfect concept for a campaign that merges music, fashion, and authenticity. “The idea arose before the annual Mashaya, where I unplug all my music with a live band. We thought, why not give a fan a chain on the day? Jägermeister asked if I wanted to design a piece, and I said yes because I love my people. This is how I show appreciation.”
DESIGNING THE MASHAYA GOLD CHAIN
Young Stunna didn’t just put his name on the chain, he played an active role in its creation. While on tour in Australia, he envisioned a piece that reflected his personality and Jagermeister’s bold spirit. “Gold is me, it represents light and everything positive. The green stones stand for Jagermeister, but also for great energy, faithfulness, and humbleness. The chain is about me surrendering to God fully as a spiritual person. It’s all about good energy.”
When it came to bringing his vision to life, Young Stunna trusted Jake from Luminary Jewellery Design, a brand he had supported long before the collaboration. “Jake understands me. I designed it, and he executed it perfectly, especially the links. I didn’t think he’d get them exactly like I drew them in my sketchbook, but he did.”
For Young Stunna, gold was the obvious choice for his personal piece, it’s powerful, luxurious, and makes a statement. The silver version, however, was created with fans in mind. “The chain is already worth R100K. I didn’t want a lot of pressure or noise, so the silver edition is special, something the fans can own without all that weight.”
KASI CULTURE, HUSTLE, AND STAYING TRUE TO THE GAME
Beyond jewellery, the Mashaya Gold Chain campaign carries a deeper message about resilience, ambition, and Kasi culture. “This campaign tells kids from the hood that they can make it out. I know what it takes, the self-discipline, the hustle. It also tells them to never stop dreaming, because dreams can haunt you. Black child, it’s possible.”
As a longtime partner of Jagermeister, Young Stunna feels this collaboration aligns perfectly with their mission. “Jagermeister is family. I’ve been with them since 2021, and they support everyone. If your thing is solid, best believe they’ll have your back.”
MASHAYA ON SHAPING THE FUTURE OF FASHION AND STREET CULTURE
For Young Stunna, this is only the beginning. As an artist deeply influenced by South Africa’s rich street culture, he sees music and fashion as inseparable. “We’ve always loved mpahlas. I look up to big homies like the late, great Riky Rick. We bumped hip-hop during the Boyz N Buck$ era, so we were introduced to luxury before we could even afford it. Being creative means you can tap into any space.”
And what’s next? “People must pull up their socks, and start designing,” he says with a smirk. “I’ve started this, now I must do another one, and another one… maybe even drop my own jewellery line. Surprises, surprises, surprises!”
THE MASHAYA CHAIN GIVEAWAY
Understanding the power of his supporters, Young Stunna made sure the campaign included a fan giveaway. “People spend time supporting our craft, so you must never forget where you come from. Music is a calling, if you play with it, you’ll die young. Whatever it brings, you have to give back. Jagermeister is all about sharing, so this collaboration just made sense.”
Young Stunna’s Mashaya Gold Chain is more than just an accessory, it’s a cultural artefact, a bridge between music, fashion, and kasi identity, so one thing is clear: Young Stunna isn’t just making hits, he’s shaping the future of South African street culture, one design at a time.
One lucky fan walked away with a limited-edition silver Mashaya Gold Chain, a token of Young Stunna’s gratitude and a symbol of the hustle that defines the kasi dream.
MEET THE MASHAYA GOLD CHAIN WINNER!
Congratulations to @tshepo_mabz! 🔥🔌
A huge thank you to everyone who entered and showed love. This campaign has been about more than just jewellery, it’s about inspiring the culture and recognizing the power of storytelling.
Stay locked in for more exciting opportunities, and shoutout to @jagermeistersouthafrica, @youngstunna_rsa, and @ibarpublicity for making this happen!
YOUNG STUNNA’S WORDS TO ASPIRING ARTISTS
For those looking to follow in his footsteps, Young Stunna offers raw, unfiltered advice. “Pray for it and work for it. Don’t sit down. Don’t listen to your parents trying to kill your dream. I left home for months to get here. Do whatever it takes. Listen to guidance, but don’t let anyone kill your dream.”
As he puts it best in his own lyrics:
“Ebafethu siyl’wile lempilo, manje ses’vuka eSandton, manje abazali bajabulile, sibuye ekhaya na something.”
That “something” is history in the making.
