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Spotify X Freedom Day

BACKGROUND

Since its arrival in South Africa in 2018, Spotify has fast become one of the biggest platforms, not just for established South African talent, but also for up-and-comers entering the industry.

With the inception of Amapiano music in 2012, many new musicians came to SA’s music scene and built the genre into the increasingly popular export that it is today - and the global stage Spotify provides has just launched Amapiano even further across the world.

In recognition of Amapiano’s cultural significance, Spotify aims to educate, celebrate, and spotlight popular South African genres and their history.

SOUNDS OF SOUTH AFRICAN STREETS: A HISTORY OF SA GENRES

One cannot speak about South African music without recognising its inherent ties to South Africa’s history. Kwaito, which originated from Soweto and coincided with Nelson Mandela’s inauguration, was a genre arising from the post-apartheid zeitgeist, and which moved into the mainstream in a big way.

Kwaito, for many, started as the sound of freedom in South African streets, with musicians of colour now able to access the industry and find global recognition. From there, Kwaito would give rise to its evolutions: Gqom, South African House/Dance, and, contemporarily, Amapiano.

Over the past 90 days, South Africa–based music lovers led Amapiano listens and generated a whopping 149 million streams of tracks in the genre on Spotify. Combined listeners in the U.K., U.S., Canada, the Netherlands, and France generated streams reaching 42 million while streams generated in Nigeria, Botswana, Kenya, and Namibia came up to 16 million. In total, the top 10 countries streaming Amapiano over the past three months produced a total of roughly 207 million streams.

SUPPORTING MZANSI MUSIC: EDUCATING, CELEBRATING, SPOTLIGHTING

Spotify values amplifying artists and accessibility - both for musicians and for listeners. In Spotify’s mission to support the South African music scene, these values are central. Below are some of the ways in which Spotify is elevating South African music.

• PLATFORMING SOUTH AFRICAN ARTISTS:

  • Spotify has a host of playlists dedicated to broadcasting South Africa’s music talent - to name a few, Fresh Finds Africa, Made in South Africa, and Amapiano Grooves. Fresh Finds Africa is an initiative that spotlights independent newcomers to broaden their reach and is just one way that Spotify is supporting the aspirations of up-and-coming artists.

  • Specifically for Freedom Day, Spotify put out a Sound of Freedom playlist to celebrate the history that runs alongside the sounds of South African streets.

  • Spotify for Artists informs musicians on how to build their reach on Spotify and gives insight into how listeners are tuning in. Understanding how their fans are interacting with their music allows artists to really curate their presence on the platform, and find new success.

• PAYING HOMAGE TO THE SOUNDS OF SOUTH AFRICAN STREETS:

  • The Sound of Freedom playlist is dedicated to the iconic tracks South Africans have come to know and love. These songs are entrenched in the culture and climate of post-apartheid South Africa and are innately linked to the struggles for and celebration of freedom. Spanning artists like Hugh Masakela with Bring Him Back Home, Miriam Makeba with her hit Pata Pata, and Johnny Clegg and Savuka’s Great Heart, there is something for all South African tastes, rounded off by tracks from Just Jinger, Brenda Fassi, Sipho ‘Hotstix’ Mabuse, Vusi Mahlasela, and more.

  • The Kwaito Classics playlist spotlights creators like Thebe, M’Du, Trompies, Bongo Maffin and TkZee, their songs evoking the rhythm and musical heartbeat that would give rise to genres like Gqom, South African House/Dance, and, contemporarily, Amapiano.

  • Spotify recognises the huge cultural significance music can hold. Around Freedom Day, Spotify aims to not only explore the history of popular South African genres but also to spotlight the creators that are shaping the genre - from Kwaito to Amapiano.

WHAT THE STATS SAY ABOUT LISTENERSHIP

Kwaito has fans across the board, with listeners spanning 18 to 44 years of age

• Amapiano’s listenership is almost half Gen Zers, with 44% of listeners being between 18 and 24

• Outside of South Africa,  Kwaito, Gqom, and South African House/Dance all have huge audiences in Germany

• Consistent chart-topper DJ Maphorisa is the top artist on Spotify in the Amapiano genre

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