Sony Pixel Power calrec Sony

Piano to the World: Amapiano's Evolution From Underground Movement to Global Sensation

13/06/2024

Today Amapiano is everywhere. Some of the world's biggest artists, including Beyonc , have spoken about being Amapiano fans and have put out tracks featuring Amapiano artists. In 2023, Beyonc even played Amapiano legend Uncle Waffles' song Tanzania during her Renaissance world tour. The genre also got its first Grammy in 2024, with Tyla's Water taking home the Best African Music Performance award.

But that popularity wasn't always guaranteed. When Amapiano first emerged on the streets of South Africa's townships a decade ago, many derided it. It was seen as something for people from low-income areas and was given little chance of achieving mainstream popularity. As more and more young people learned about the genre and spread its songs and videos via social media, however, it was set firmly on the path from underground movement to global sensation.

Young people have always driven big shifts in the music sector, says Jodie Tabisher, Spotify's Artist, Label and Partnerships Manager for South Africa. But with Amapiano, their impact has been and continues to be especially significant.

It's an assertion borne out by Spotify's internal data, which shows that 40% of Amapiano streams in 2023 came from people aged 18 to 24. A further 22% came from people aged 25 to 29. It hasn't hurt that the biggest artists in Amapiano are more or less the same age as their listeners. Even a genre pioneer like Kabza De Small, for example, is only 31 years old.

For those artists, Amapiano hasn't just provided a chance to connect with young artists, though. It's also provided an avenue where they can express themselves fully and authentically.

Amapiano was kind of like a breath of fresh air, the light of the sun, something that was close to our heart, says 27-year-old rapper Focalistic, who plays in the Amapiano space. Just being from Africa, we're obsessed with saying things in our own voice right now. It's how you make an imprint.

Throughout my career, I've been fortunate enough to have a front-row seat to Amapiano's early growth and its later global explosion, says Phiona Okumu, Spotify's Head of Music for Sub-Saharan Africa. One of the things that's always stood out to me, and which I think has helped the genre achieve its global standing, is just how distinctly South African it sounds, looks, and feels. Just by being authentic, Amapiano music and artists channel the most infectious parts of Mzansi dance culture.

While young people have been the biggest drivers of Amapiano over the past decade, its appeal now transcends racial and social boundaries.

When you get to America, the biggest thing from South Africa is Nelson Mandela, and that's because he stood for his country, says Focalistic. That's what Amapiano is: It's about representing where we come from, and I think it's a blessing that people relate to it around the world. At the same time, they can hear the emotion. I think emotion sells it more than just words.

Young Stunna, the 26-year-old singer best known for his hit singles Bopha and Adiwele, concurs.

With Amapiano we're united, he says. I was inspired by artists like Aymos because they knew how to put a story inside the music.

That ability to unify people might help explain why, despite its growing international popularity, Amapiano remains most popular in its home market. According to Spotify data, 55% of all Amapiano streams globally came from South Africa in 2023. It also made up 78% of all streams in sub-Saharan Africa.

Ultimately, it's unlikely that Amapiano would have achieved its current trajectory if its creators didn't produce tracks with infectious dance beats. As singer and dancer Kamo Mphela explains, you cannot separate Amapiano from dance.

Music doesn't move without dance, she says. That's personally my perspective that it is its own language, it's very universal, I don't think both can exist without each other.

Backing this assertion up is the significant role that things like Amapiano dance challenges on social media have played in driving the genre's popularity. There have been instances of dance challenges' leading to the discovery of Amapiano songs and artists and assisting in increasing their streaming numbers, such as Tyla's Water or Uncle Waffles' Yahyuppiyah.

Small wonder, then, that many of today's most popular Amapiano artists are multitalented.

When you look at South African music, Mphela adds, there are people who sing the cha-cha, there are the DJs, and there are the wafflers who DJ and dance, but there are quite a few that actually sing and dance, so that's just me being smart about it and that's the gateway for me.

Phiona concludes that much of Amapiano's success is built on what came before it. But, she adds, the success of Amapiano artists should also give South Africans confidence in their own ability to succeed.

Never would we have thought that piano would go to the places that Kwaito dreamed of all those years ago. It's happening because we stuck to our guns, she says. We know we're fly, we have the dances, we have the songs, we have the beats, we have everything.
LINK: https://newsroom.spotify.com/2024-06-13/piano-to-the-world-amapianos-e...
See more stories from spotify

Europe Stories

04/08/2024

Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation

Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....

15/07/2024

Strategies for efficiency in the modern newsroom

2024 is a big year for newsrooms with a record number of elections taking place around the world, Ross Video details three strategies used by major broadcast ne...

15/07/2024

Opinion: Will Apple Vision Pro overtake TV?

As Apple releases its Vision Pro in the UK, Jos Somolinos, solutions strategist & XR lead, Accedo, considers the future of spatial computing By Contributor ...

15/07/2024

Plans for 3 million TV and film studio in Hull approved

The 19,700sq ft soundstage is due to open towards the end of 2025 By Jenny Priestley Published: July 15, 2024 The 19,700sq ft soundstage is due to open to...

15/07/2024

TVBEurope July/August issue available to download

The latest issue of TVBEurope includes everything from Doctor Who to Baby Reindeer, The Fall Guy to Paris 2024, and a preview of IBC Show 2024 By TVBEurope Sta...

15/07/2024

Arvato Systems becomes a member of GPM

Arvato Systems Becomes a Member of GPM Project management with uniform quality standards Transparency, clear structures and comprehensibility for customers ...

15/07/2024

World Youth Skills Day - Digital Skills

We spoke to some of our graduates and interns about their experiences at Arqiva and how they are growing their digital skills According to recent research, 27%...

15/07/2024

2024-07-15

Today, Apple introduced HomePod mini in midnight, made with 100 percent recycled mesh fabric. At just 3.3 inches tall, HomePod mini offers big sound in an impre...

15/07/2024

Are you going to the Fleadh? RT will be there.

Are you going to the Fleadh? RT will be there. WATCH our promo Wexford Town will host the Comhaltas Fleadh Cheoil na h ireann 2024 and, as traditional musici...

14/07/2024

Spacecom Secures $4.2 Million Satellite Communication Services Deal

BACK TO PRESS RELEASES Spacecom Secures $4.2 Million Satellite Communication Services Deal 14.07.2024 Spacecom Secures $4.2 Million Satellite Communication ...

12/07/2024

My byte-size week at Calrec

My Byte-size week at Calrec By Erin Crowther My name is Erin, and I am a student at Ryburn Sixth Form. This week I completed my work experience at Calrec Audi...

12/07/2024

Going the extra Milo: MRMC unveils new rig

The Super Milo can achieve speeds of up to 3 m/s on track and 5 m/s with combined camera movement By Matthew Corrigan Published: July 12, 2024 The Super M...

12/07/2024

TGI Sport acquires virtual advertising company Supponor

The deal is scheduled to close mid-summer, financial details have not been revealed By Jenny Priestley Published: July 12, 2024 The deal is scheduled to c...

12/07/2024

Riedel Communications Powers ATK Versacom's Live Production at International Esports Championship

Wuppertal July 12, 2024 Riedel Communications Powers ATK Versacoms Live Produc...

12/07/2024

Interim report 2024, January - June

Interim report 2024, January - June 12 Jul 2024 at 05:30 Regulatory press release Second quarter Order intake for the second quarter was SEK 769 m (703), ...

12/07/2024

Thales announces order for new SYRACUSE IV satcom stations to equip French Army Serval armoured vehicles

Facebook Twitter LinkedIn The French defence procurement agency (DGA) has ...

11/07/2024

Spotify Celebrates a Thriving Australian Music Industry With Pop Sensation Tones And I

Around the world, the shift toward streaming has completely transformed the musi...

11/07/2024

A Collaboration With Panavision: Shelly Johnson, ASC

What I love most is telling stories, shares Shelly Johnson, ASC. The esteemed cinematographer has been collaborating with Panavision since the late 1980s, on p...

11/07/2024

Opinion: The state of virtual production

Tim Moore, CEO at Vu Technologies, discusses emerging trends in the virtual production market By Contributor Published: July 8, 2024 Updated: July 11, 2024...

11/07/2024

Monthly rewind: Cannes Lions, Annecy, AICP Awards, a New Academy Member and More.

In a thrilling month packed with epic project releases and significant industry ...

10/07/2024

U&Dave thinks Will & Ralf Should Know Better

Will Mellor and Ralf Little will bring their renowned chemistry to U and U&Dave later this year with Will & Ralf Should Know Better (4x60). Pulling back the cur...

10/07/2024

Clear-Com Revolutionizes Global Football Draft with Gen-IC Virtual Intercom System

eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...

10/07/2024

Nielsen appoints Jared Grusd as Gracenote CEO

Grusd brings a wealth of experience gained at companies such as Spotify, Google and HuffPost, said Nielsen By Matthew Corrigan Published: July 10, 2024 Gr...

10/07/2024

Zurich Airport starts trial operation of Rohde & Schwarz security scanners

Zurich Airport starts trial operation of Rohde & Schwarz security scanners Trials of two digital security scanners produced by German manufacturer Rohde & Sch...

10/07/2024

Flughafen Zrich startet Testbetrieb von Rohde & Schwarz Sicherheitsscannern

Flughafen Z rich startet Testbetrieb von Rohde & Schwarz Sicherheitsscannern Am Flughafen Z rich ist der Testbetrieb von zwei digitalen Sicherheitsscannern de...

10/07/2024

Papara premieres Thales SketchMyCard

Facebook Twitter LinkedIn Papara is the first fintech in the world to deploy Thales' innovative personalisation solution which offers its users artist...

09/07/2024

Comments on Podcasts Gives Creators and Listeners More Ways To Engage

For podcast creators who want to grow their audiences, building a stronger relationship with their listeners and fans goes a long way. And in order to amplify t...

09/07/2024

Tim Belcher joins Light Iron as new Managing Director

LOS ANGELES (July 9, 2024) Light Iron, the post-production creative-services division of Panavision, has named industry veteran Tim Belcher the company's ...

09/07/2024

Hiltron to Demonstrate Latest Generation HMAM-XY Motorised Antenna Mount at IBC 2024

Accompanying image shows latest generation of HNAM-XY motorised antenna mount. ...

09/07/2024

Salt-E Dog Wins Royal Television Society Innovation Impact Award

Anton/Bauer's pioneering sustainable power product, Salt-E Dog, has been awarded the prestigious Innovation Impact Award at the Royal Television Society (RT...

09/07/2024

Mediaproxy expands its range with captioning technology

The partnership aims to provide better accessibility for a wider TV audience By Matthew Corrigan Published: July 9, 2024 The partnership aims to provide b...

09/07/2024

Ateliere boosts IP flexibility with Agile Live

The Generative AI media software solutions provider said it aims to leverage the Agile Live platform as it shifts away from reliance on proprietary custom hardw...

09/07/2024

IBM Acquires SiXworks Limited to Strengthen UK Public Sector Expertise

IBM announced it has acquired SiXworks Limited (Ltd.), a UK-based consultancy serving the UK defence sector and specialising in digital transformation in highly...

09/07/2024

VEON Receives Licence from U.S. Treasury's OFAC, Amends 2025 and 2027 Notes

09 Jul 2024 VEON Receives Licence from U.S. Treasury's OFAC, Amends 2025 and 2027 Notes Amsterdam, 9 July 2024: VEON Ltd. (Nasdaq: VEON and Euronext Amster...

09/07/2024

PGZ and Rohde & Schwarz sign contract for Polands MIECZNIK program

PGZ and Rohde & Schwarz sign contract for Polands MIECZNIK program As a systems partner and integrator for secure communications architectures and electronic ...

09/07/2024

EMITE and Rohde & Schwarz join forces to support OTA measurements on Wi-Fi 7 and 5G RedCap

EMITE and Rohde & Schwarz join forces to support OTA measurements on Wi-Fi 7 and...

09/07/2024

Arvato Systems joins Factory-X

Arvato Systems Joins Factory-X Sovereign Data Room for Mechanical and Plant Engineering Arvato Systems becomes an associated partner in the Factory-X projec...

09/07/2024

2024-07-09

Three exciting new games land on Apple Arcade next month - Temple Run: Legends, Vampire Survivors+, and Apple Vision Pro spatial title Castle Crumble....

09/07/2024

RT News Announces Shane Curraighn as new North West Correspondent

RT News is pleased to announce the appointment of journalist, Shane Curraigh n, as Northwest Correspondent. Shane will be reporting and providing analysis ac...

09/07/2024

Thales to test passive hull-mounted sonar on Naval Group's XL-UUV demonstrator

Facebook Twitter LinkedIn The passive omnidirectional hull-mounted sonar f...

08/07/2024

Opinion: The impact of data-driven broadcasting

Vinayak Shrivastav, CEO, Magnifi by VideoVerse, explains how harnessing the power of data can boost creativity in broadcasting By Contributor Published: July...

08/07/2024

Done deal! Paramount approves $8 billion bid from Skydance Media

Once approved, Skydance CEO David Ellison will become CEO of the new company, currently named New Paramount By Jenny Priestley Published: July 8, 2024 Upda...

08/07/2024

Lisa Nandy appointed as new Culture Secretary

The Wigan MP was previously PPS to former Shadow Olympics Minister, Tessa Jowell By Matthew Corrigan Published: July 8, 2024 The Wigan MP was previously P...

08/07/2024

Poland's TVN Warner Bros. Discovery boosting broadcasting services at Eutelsat's leading HOTBIRD video neighbourhood

Artist View of the HOTBIRD satellites /Credit Toys Film Press release - 8 Jul...

08/07/2024

Arvato Systems recognized as a leader in six areas by ISG

Arvato Systems Recognized as a Leader in Six Areas by ISG Leading provider in the Microsoft Cloud Ecosystem G tersloh - Arvato Systems has been recognized as...

07/07/2024

Damien Molony set to star as Jim Bergerac in re-imagined series of Bergerac for U&DRAMA and U

Damien Molony Sunday 7th July 2024 Casting is now confirmed for the re-imagine...

05/07/2024

Election night connections: How IP, bonded cellular and satellite will be in play for the BBC's Election 2024

The results of UK general elections are always eagerly anticipated and can make ...

05/07/2024

Qvest for modernisation at rt1.tv headquarters

The upgrade enables rt1.tv to optimise its media workflows with AI-powered Avid solutions By Matthew Corrigan Published: July 5, 2024 The upgrade enables ...

05/07/2024

No change at the top as EBU re-elects president and VP

Both were re-elected with an absolute majority at the EBUs General Assembly in Cyprus By Matthew Corrigan Published: July 5, 2024 Both were re-elected wit...

05/07/2024

UK General Election: Bectu union responds

The statement follows the result of the UKs General Election By Matthew Corrigan Published: July 5, 2024 Updated: July 8, 2024 The statement follows the...