Priceless

A story of taking chances, luck, and taking chances on luck.

[Video at bottom of article].

Last year, Dan Mace (South African Film Director & YouTuber) took to the streets of Cape Town to find the city’s hidden talent. His method of doing so? A spontaneous low-budget talent show. Armed with a trestle table, makeshift sign, camera, and mic, he set out on his mission.

From gumboot dancing in Langa to karate on the Seapoint Promenade, it was in Bo-Kaap that the talent show reached a weep-worthy climax. 

Giuliette Price was on her way to work when a friend alerted her to Mace’s talent auditions. In the audition line, Price met a rapper, Chad Samuels (AKA C.H.A.D).

“I was working on a song that I wanted to use for the audition. Chad started freestyling over what I was playing. We just decided then and there that we should probably audition together. It kind of worked out for the both of us!” 

The almost-completely improvised audition left such a profound impression on Mace that he pulled them into his studio to record an entire song titled “never alone”.

“It was quite a cool experience. I really enjoyed playing with Chad. I think he is so talented and we kind of just clicked as soon as we met. It felt really cool that we were afforded an opportunity in the studio and on Dan’s massive YouTube channel. It was flattering, to say the least!”

Giuliette was born and raised in Johannesburg. Her parents both had a passion for music. Growing up, she knew she wanted to be just like her mom, Janine Price, who made a name for herself in the South African gospel scene.

Despite singing, writing music, and participating in school productions, Giuliette didn’t study music after matriculating. At least not immediately. She took a gap year while working two jobs; one job as a sales assistant and one job as a waitress. It was during this time that she seriously pondered her future. She felt a music career was possible if she wholeheartedly attempted to make it happen.

With that, Giuliette started studying a music foundation course at the University of Witwatersrand (Wits) in 2019. No small undertaking considering the course teaches music theory from grade 1 to grade 5 within a year. “It was the most difficult academic year I have ever experienced. It was extremely demanding, but it was the best thing I could have done for myself.” 

“It has been an amazing journey to study jazz. I think, as a vocalist, it has challenged me in so many ways. It has taught me how to improvise, be a better musician (and a professional one), and it has been a blessing for my career, abilities, and musicianship.”

In March 2021, after her voice mentor at Wits, Lindiwe Maxolo, had suggested she transfer to UCT’s music department, she took a leap of faith and left everything she knew in Johannesburg to pursue her music career in Cape Town.

“When I got the news that I was accepted into the programme, I didn’t have a place to stay, I didn’t have any friends… I literally put all my hopes and dreams into a suitcase. It has been a year now. Things have fallen into place by the grace of the Lord.”

Giuliette is currently in her third year at UCT where she says her studies are going very well. “I struggled throughout high school, so studying something that I love, am dedicated to, and am passionate about is nice.”

“Some people might use a pen and paper to write down their thoughts and what they’re going through; I feel like I need that release through writing music and songs,” she says, adding, “When I am feeling my most alone, in love, happy, or in between, I like to express those feelings and those experiences through my music. I try to be honest and speak from my heart, as cheesy as that sounds!”

The common theme that runs through Giuliette’s story is that things can’t happen for you if you don’t show up in the first place.

Follow Giuliette on Instagram (@giuliette_price) or stream her music on SoundCloud.