Oskido, Zoë Modiga and Bernice West join Firestone for an intergenerational celebration of music, mentorship, culture and legacy
Firestone marked 90 years in South Africa by bringing together music, manufacturing and intergenerational mentorship in a celebration centred on the importance of legacy and creating opportunities for the next generation.
Held at Johannesburg’s Untitled Basement in Braamfontein on 30 September, the event saw music pioneer Oskido, award-winning singer-songwriter Zoë Modiga and Afrikaans artist Bernice West take part in an intergenerational conversation under the theme “Passing Down the Baton.”
The discussion explored the artists’ journeys, the people who helped open doors for them and the responsibility that comes with creating opportunities for emerging talent. It also examined the role of younger South Africans in preserving, challenging and reshaping the country’s rich musical and cultural heritage.
For Oskido, whose more than three-decade career has played a significant role in shaping South African popular music, longevity is built on consistency, adaptability and a willingness to create opportunities for others.
“You have to keep putting in the work, adapt to change and create opportunities for others along the way,” Oskido said.
Photo supplied.
His reflections on mentorship and the importance of remaining open to learning from younger generations mirrored Firestone’s own journey in South Africa. The brand began local manufacturing in Port Elizabeth, now Gqeberha, in 1936, when the first South African-made Firestone tyre rolled off the production line.
Music has also been part of Firestone’s global heritage for almost a century. Its connection to music dates back to
, which first aired on NBC Radio on 3 December 1928 and featured prominent classical and Broadway performers. The programme later became one of the first to be broadcast simultaneously on radio and television in 1949.
In South Africa, Firestone has continued this connection through initiatives such as Firestone Kombi Karaoke and music festival activations, including its appearance at Oppikoppi in 2018. The 90th anniversary gathering added another chapter to that history by connecting the brand’s heritage with South Africa’s evolving musical landscape.
For Zoë Modiga, legacy is about drawing inspiration from those who came before while using her own voice to contribute to the future of South African music.
“Music is literally the same thing. You’re in service of people, because the stories are theirs. Staying connected to people is what allows work to remain meaningful across generations,” Modiga said.
She also highlighted the importance of creating space for emerging performers, explaining that she invites younger artists to share her stages and gain exposure to wider audiences. Their energy, she said, also reconnects her with the determination and passion that shaped her own early career.
Bernice West reflected on the role of music in preserving culture, language and heritage. Through her Afrikaans music, West has demonstrated how artists can protect cultural identity while creating work capable of connecting audiences across different languages and backgrounds.
Her contribution to the conversation reinforced the importance of keeping cultural traditions alive while recognising music’s ability to unite people and encourage dialogue between generations.
Jacques Rikhotso, Regional Vice President – Bridgestone, Africa Middle East, said the conversation reflected the thinking behind Firestone’s 90-year milestone and the relationship between its heritage and future.
“Firestone’s 90-year journey in South Africa has been shaped by generations of people who have contributed to its legacy. Bringing Oskido, Zoë and Bernice together demonstrated how experience, legacy and new perspectives can build on one another,” said Rikhotso.
“Just as in music, our responsibility is to recognise the contributions of those who came before us while creating opportunities for the next generation.”
Photo supplied.
Firestone FS100 returns for a new generation
As part of its 90th anniversary celebrations, Firestone also reintroduced the Firestone FS100, reinforcing its focus on remaining relevant to a changing generation of motorists.
The brand has grown alongside South Africa’s automotive and manufacturing sectors, and the return of the FS100 forms part of its efforts to build on its heritage while responding to contemporary consumer needs.
Thandeka Ngoma, Sales Director at Bridgestone EMIA, said the tyre’s reintroduction reflects Firestone’s commitment to serving a broader and younger customer base.
“Celebrating 90 years also means looking at how we continue to serve our customers. The reintroduction of the FS100 reflects our commitment to making quality tyres accessible to a broader range of motorists, including younger customers entering the market,” said Ngoma.
The anniversary celebration concluded with a symbolic handover of the baton from Oskido to Modiga and West. The gesture represented the transfer of knowledge, experience and opportunity between generations, while recognising that those who inherit a legacy also have the freedom to reshape it.
For Firestone, the milestone was therefore not simply a celebration of nine decades in South Africa, but a reminder that enduring legacy depends on what is passed forward.
“The baton is a fitting image for this anniversary, but the real work comes after the gesture: sharing knowledge, opening doors and allowing those who inherit a tradition to change it. For artists and businesses alike, that is what longevity demands,” Rikhotso concluded.