Known for his infectious humour and hair-raising vocals, all-round entertainer Emo Adams chats about hustling smart and staying true to who you are.
Hot on the heels of his heartwarming show Like Father Like Son… And My Mom, Emo Adams appears to be content and mellow — not stressed or bothered by much. He has been doing this show business thing for years, so he’s a pro at being in front of the camera.
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“Look, there’s a host of things that I’m really grateful for right now, like my family and career. I always look at life from a glass half-full kind of perspective, seeing what I can do with what I have and keeping good energy flowing,” he says.
“The one thing that I’ve learnt in my years is the difference between time and money. You always know how much money you have, but you don’t always know how much time you have… And that’s why I make more time for my family and the things I love now, because I know that this life is a gift that can be taken away at any moment.”
It’s been almost four decades since Emo stepped into the limelight as a nine-year-old boy singing his heart out in theatre shows like District 6: The Musical and Kat and the Kings. Hailing from Mitchells Plain, Cape Town, his passion for performing was undeniable, which led to musical legends David Kramer and the late Taliep Petersen taking him under their wing.
“During Covid, my appreciation for music was reignited because I realised why I chose this career,” he explains. “Music is salvation. It can get you out of a funk, be it sadness or depression; there is a certain healing power. So, it means a lot more to me now than six years ago.
“Now I know that when I stand on stage, I make a difference. I understand the role that music plays in people’s lives, and more so in my kids’ lives because they watch all these musicals over and over again. And because of their appreciation for music, I show mine by always attending their school concerts.”
First big break
Like most aspiring singers, Emo’s early years where starkly marked by his hustle and drive, and let’s not forget more than a few sacrifices. “I was in Malaysia with four of my friends — we were a boy band called JAG, short for Just Another Group,” he recalls. “We didn’t have any money and we had too much pride to let our parents know we were struggling.”
If that wasn’t difficult enough, the group found themselves in quite the predicament — their record label had taken their passports, leaving them effectively stranded in a foreign country with no way home.
But Emo being a glass half-full kind of guy shares that “some good came out of it”. Prior to heading off to Malaysia, the group had done a small tour in South Africa. At one of those hole-in-the-wall shows, an audience member had filmed them, which then went on to change everything for the band. By the time they were safely back on South African soil, the video clip had begun circulating and they had unexpectedly gathered a large fan base. It was more than a fluke —it was the beginning of a career that would soon take off and grow into the household name he is today.
On fatherhood
These days, grown-up Emo is big on family values, and maintaining a healthy work/life balance is imperative for the father of four. “I think the success of such a well-oiled engine is the people behind it. My wife is so vigilant when it comes to taking breaks and prioritising family time. And with that goes my management, which is literally one person running my life and work schedule. It’s healthy being able to look at your life objectively and not focus too much on the nitty-gritty — if you do, you’ll never get through the day because there’s so much to do!” he exclaims. “The ‘balance’ also comes from doing things that matter to you and actually add value to your career. So, I don’t necessarily hustle so much and say yes to every single show or opportunity that arises; we choose what’s a good fit for the given the moment and circumstances.”
Emo admits that he wasn’t always a ‘family man’. His parents had to work hard, leaving him and his brother Loukmaan under the supervision of their grandmother during their formative years. “There weren’t a lot of memories, but the memories that I do hold on to are the ones that we’ve shared as a unit. And I think this is why I’m so critical now with my own little family, wanting to create more fond memories,” he shares. “For the same reason, I give so much thanks to my wife for always initiating these fantastic adventures that we go on.”
Emo and Michelle Gildenhuys (former Miss SA finalist and founder of The Mom Salon) have been together for 18 years. It’s a partnership that’s not always been accepted, but the two say they have far too many blessings in their life to waste time focusing on internet trolls.
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The brotherhood
On the topic of steadfast love, one can’t ignore the duo behind the adored Two of a Kind, Brother Love and Father Love shows. Emo and Loukmaan hit the stage together “many moons ago” and have become a household name for their dynamic chemistry on stage.
“We share a special bond based on the fact that we come from the same school. Actual schools, yes, but also the same set of people who have taught us in life, in general, starting with our dad,” Emo says. “We instinctively just know how to read each other: it just takes a certain look or gesture. It’s that old-school, put-in-the time, put-in-the-work kind of bond.”
It’s all about his roots
Emo describes heritage as not something you discover over time – it’s something that’s a part of you, always. “I was brought up in the Malay choirs and the Cape Coons traditions,” he says. “At first I didn’t get it. I remember thinking, do I have to do this? But later you realise that your culture and traditions are your superpower. It’s what makes you different and gives you an identity.”
It is this deep-rooted connection to culture that has influenced the kind of artist he is today. From his style of performance to the stories he chooses to tell, his work is layered with the rhythms, richness and flavour of the Cape. But above all else, if there is one person who has made the greatest impact on him, it is his father, Omar ‘Boeta Maan’ Adams.
“I am what I am thanks to the way he’s guided me: Emo says. “Including him and my mom in my show Like Father, Like Son… And My Mom is my way of saying thank you. I want to let him know that I see him and I appreciate everything that he’s done for me. I’m finally in a space in my career where I can have an opportunity to say that out loud.”
Culture is more than a performance for Emo — it’s an experience that is lived every day. “Our traditions seep into who we are, into our food, into our religion, into our lifestyle. It’s part of our DNA. That’s what makes me so proud to be South African. When you’re at a national sports game and everyone’s waving their flags, that feeling of unity, pride and ubuntu… that’s something I always want to hold on to. That warmth, that nostalgia, that lekker feeling — that’s home.
Quick Q&A
- Style Must-Haves: A classic black suit, blue jeans and black/white shirts.
- Musical Inspiration: Bruno Mars.
- Go-To Movie: The Pursuit of Happyness.
- Quote You Live By: “It’s nice to be important, but it’s just as important to be nice.”
- Best Dad Hack: If you pretend to sleep, the kids run to Mommy.
- Best Piece of Advice You Ever Received: “It will always be difficult to say no if you don’t know your value.”
- 3 Things You Can’t Live Without: My wife, my kids and coffee!
Words: Charndré Emma Kippie
Photography: Zhann Solomons
Stylist: Mia-Tess Smith
Also read: Untamed & unmatched: Inside Dee Koala’s musical journey
