Sony Pixel Power calrec Sony

How a Global Pandemic Pushed Amapiano to the World

13/06/2024

You can't search for South African music today and not have several Amapiano artists appear in your results. The genre has surged across global dance floors thanks to collaborations, the growth of digital music streaming, and an era where viral dance challenges brought exciting snippets of its distinct sound to the world.

But how did these elements collide in an era of social distancing and get Amapiano on the world stage?

Socially distanced connections Amapiano was already growing by the time March 2020 COVID-19 restrictions hit South Africa and the rest of the world. It more than doubled its 34 million Spotify streams in 2019 to 102 million by the end of the first year of lockdown. Pandemic-induced separation caused a countrywide craving for connection. Live-music events were banned, so artists couldn't tour or perform.

Four years before South Africa's first lockdown, less than half of the country owned smartphones. By the end of 2019, this number rose to 92%. More people than ever before were connecting to the internet. Even though data costs were high, mobile internet use grew as the 18-to-24-year-olds who predominantly use social media in South Africa spent more time online. This has translated to the streaming industry, too, where 84% of all Amapiano streams on Spotify are on mobile, and 18-to-24-year-olds account for 40% of all Amapiano streams.

Youth culture goes digital As young people in South Africa looked for new ways to connect with friends, dance challenges sparked their imaginations. The fact that they couldn't groove didn't stop them from combining their flair for dance, with Amapiano tracks that were trending on messaging apps. Social media gave them a way to show off their moves and get others to imitate them.

Social media dance challenges that emerged in 2020 like the #Johnvuligatechallenge, JazziDisciples dance challenge, and the #Amanikinikichallenge marked key moments when youth culture connected with and amplified the genre through social media.

This moved the genre from its underground club roots and across the country when commercial radio picked it up. Dancer and Amapiano hitmaker Kamo Mphela says, Music doesn't move without dance. I don't think both can exist without each other.

Before Amapiano entered the streaming era, artists got their music out however they could. We were selling CDs hand to hand, says DJ and music producer DBN Gogo. Artists tapped into social media to brand themselves, share new tracks, and sell merchandise. But monetizing their work remained a challenge.

Artists take their work online Pandemic restrictions on live events meant many artists lost their income. Some resorted to loans or selling their equipment to make ends meet. And young emerging musicians were worse off because they didn't have the networks or the savings to support themselves.

Amapiano artists found new spaces for their music to thrive-think Major League DJz Amapiano live balcony mix. Kabza De Small and DJ Maphorisa had to cancel the highly anticipated Scorpion Kings live show in 2020, so they launched PianoHub TV to keep the vibes going.

Thank God for platforms like Spotify where anyone, anywhere in the world, can go and search the music, so it can reach the people that way, says DBN Gogo.

Spotify also supported artists in a number of ways, including adding a feature that allowed musicians to use their Spotify profiles to raise money to support themselves. Spotify further platformed Amapiano culture by documenting the sound's global growth through a documentary titled Music that Moves and promoting Amapiano playlists to wider audiences.

Fan-made playlists are a telling sign of the impact this had. In 2019 there were fewer than 800,000 playlists that featured Amapiano tracks. In 2020 this grew to just under 1.2 million playlists, then to over 2 million playlists in 2021.

Outside of the income artists make on streaming platforms, Spotify puts them in the driver's seat with data tools that let them see how their music is taking off. Technology is making things way easier to stream and download. That's probably the reason why [Amapiano's] moving so quickly, says Aymos. DJ Lady Du reflects that with streaming platforms, it becomes easier for us to get bookings outside [of South Africa].

Lockdown era collaborations takes Amapiano international Hits like Kabza De Small's Sponono featuring Afrobeats kings Burna Boy and Wizkid made Amapiano's explosion on the world stage inevitable. Amapiano grew its international reach even further when Davido featured on Focalistic's Ke Star remix. Vocalist Sha Sha topped off the genre's international moment in this era by bagging the Best New International Act award at the 2020 BET Awards.

Collaborations and accolades like these kicked off Amapiano's fusion with genres like Afrobeats and took South Africa's township sound to a new level.

A music movement supported by a digital revolution Even in a country like South Africa, where many lack internet access, music lovers will find ways to party to their favorite Amapiano tracks. This is how an online culture fostered during a global pandemic, helped turn Amapiano into one of SA's biggest exports.
LINK: https://newsroom.spotify.com/2024-06-13/how-a-global-pandemic-pushed-a...
See more stories from spotify

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

09/10/2026

Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026

September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026 New Sports Intelligence helps providers better unders...

07/10/2026

Dalet Flex LTS Delivers Smarter Media Operations from Ingest to Distribution

Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...

28/09/2026

NHL Names Adobe as an Official Creative, Marketing and AI Partner

The NHL has announced Adobe as an Official Creative, Marketing and AI Partner beginning with the 2026-27 season. The partnership will provide the league and its...

28/09/2026

MultiDyne to Showcase Expanded Portfolio Including MRMC Robotics at CABSAT 2026

MultiDyne will exhibit at CABSAT 2026 (October 5-7, Dubai Exhibition Centre), showcasing an expanded technology portfolio following its June 2026 acquisition of...

28/09/2026

ARRI and HONOR Launch Co-Branded HONOR Magic9 Pro Max

ARRI and HONOR have announced the HONOR Magic9 Pro Max, a flagship smartphone carrying ARRI branding on the device and packaging as the first product-level expr...

28/09/2026

Net Insight Adds Nimbra 1020G to Pan-Asian Live Media Trial Network

Net Insight has added the Nimbra 1020G to its pan-Asian live media trial network, giving customers and partners in the region a way to evaluate ST 2110 and JPEG...

28/09/2026

Vindral Named Recipient of 2026 Technology and Engineering Emmy Award

Vindral has been named a recipient of a 2026 Technology and Engineering Emmy Award by the National Academy of Television Arts and Sciences in the category of We...

28/09/2026

Interra Systems to Demonstrate QC and Monitoring Portfolio at CABSAT 2026

Interra Systems will exhibit at CABSAT 2026 (Stand B2-37, Dubai Exhibition Centre, October 5-7), demonstrating its BATON QC platform, ORION monitoring solutions...

28/09/2026

PGA TOUR's Michael Raimondo on Agentic Production, ShotLink Automation, and the Evolution of PGA TOUR Studios

Two years into its new production facility, the TOUR is expanding centralized wo...

28/09/2026

Game Creek Videos Epic Building Run Continues With ESPNs Countdown Unit, Upgrades to Four Others

In addition to rolling out a new mobile unit for ESPN's Monday Night Countd...

28/09/2026

Bleacher Report and WWE Reach Multi-Year Global Content Partnership

Bleacher Report and WWE have announced a multi-year content partnership giving Bleacher Report global highlight rights across WWE's programming slate, inclu...

28/09/2026

Behind The Mic: NBC Sports Shares MLB Wild Card Series Announcing Booth; ESPN Reveals NHL 26-27 Season Talent

Behind The Mic provides a roundup of recent news regarding on-air talent, includ...

28/09/2026

Fubo Adds Four NHL Regional Sports Networks for 2026-27 Season

FuboTV has announced a multi-year distribution agreement with the NHL to carry four regional sports networks covering the Carolina Hurricanes, Columbus Blue Jac...

28/09/2026

Program Productions Names Alan Ostfield President and CEO

Program Productions (PPI) has announced the appointment of Alan Ostfield as President and Chief Executive Officer, effective September 28, 2026. Ostfield succee...

28/09/2026

Ha-chan, Shake Your Booty! Encourages Us to Keep Dancing

Director Josef Kubota Wladyka attends the premiere of Ha-Chan, Shake Your Booty! with the film's cast and crew at Eccles Theatre on January 22, 2026, in P...

28/09/2026

Scaler Music introduce Scaler EQ Pro

EQ plug-in can now be played via MIDI Scaler Music have recently released a new and improved version of their patented musical EQ plug-in, kitting it out wi...

28/09/2026

The Asura from Animal Factory Amps

New synth developed in collaboration with philterSoup Boutique effects pedal and Eurorack manufacturer Animal Factory Amps have announced that the new compa...

28/09/2026

Rohde & Schwarz adds an integrated multi-channel pulse analysis option to its FSWX signal and spectrum analyzer

Rohde & Schwarz adds an integrated multi-channel pulse analysis option to its FS...

28/09/2026

SBE Announces 2026 Ennes Scholarship Recipients

Share Copy link Facebook X Linkedin Bluesky Email...

28/09/2026

Spectrum to Demo AI Computing at the Network's Edge at SCTE TechExpo 26

Share Copy link Facebook X Linkedin Bluesky Email...

28/09/2026

Autoscript launches new Voice Controller prompting soluti...

Autoscript, the leading global provider of professional teleprompting solutions, today announced Voice Controller for WinPlus-IP, a new voice-controlled prompti...

28/09/2026

IBC 2026 Technical Conference Highlights

IBC 2026 Technical Conference Highlights David Kirk September 28, 2026 0 Comments Hero image courtesy Deposit Photos David Kirk reports from the 11-1...

28/09/2026

First Baptist Nashville Taps Clear-Com for Production Coms

Share Copy link Facebook X Linkedin Bluesky Email...

28/09/2026

IEEE Announces Award for Leadership in Developing HEVC/H.265

Share Copy link Facebook X Linkedin Bluesky Email...

28/09/2026

Nakadi Introduces Live to Theater Service Powered by Pate...

Nakadi, a global streaming technology innovator dedicated to engineering a new era of digital media delivery, today announced its Live to Theater service based ...

28/09/2026

Sky launches Full Fibre 1.6 Gbps for millions of homes

Monday 28 September 2026 Sky launches Full Fibre 1.6 Gbps for millions of homes Sky has launched a new Full Fibre 1.6 Gbps product, rolling out from today, gi...

28/09/2026

Arvato Systems Highlights Its Role for Automakers and Suppliers

Arvato Systems Highlights It's Role for Automotive Manufacturers and Suppliers TISAX Arvato Systems has successfully completed the TISAX Level 3 assess...

28/09/2026

Crimecall returns for a brand-new series

Crimecall, presented by Carla O'Brien, returns tonight for a brand new series at 9.35pm on RT One and RT Player. In tonight's episode, alongside appe...

28/09/2026

RT SHORT STORY COMPETITION 2026 - SHORTLISTED STORIES ANNOUNCED

CELEBRATING 40 YEARS AT THE HEART OF NEW IRISH WRITING LIVE FROM POETRY IRELAND, DUBLIN AND ON RT RADIO 1 FROM 7PM DETAILS: www.rte.ie/writing | FOLLOW: #r...

27/09/2026

Boss launch the EX-4 Effects Expander

New compact pedal packs in 120 effects The latest multi-effects pedal from Boss is a compact unit that promises to give any pedalboard a massive boost in s...

26/09/2026

ESPN Operations, Production Teams Plan for Every Scenario as WNBA Playoffs Tip Off

With short turnaround between game selections, ESPN's operations team is pla...

26/09/2026

Prime Video Scales Up for First WNBA Postseason, Adding Cameras, Analysts, Coach Mics, and NBA Mobile Units

Prime Video will use GCV's Bird and Magic mobile units for its inaugural WNB...

26/09/2026

NBC Sports Tips Off First WNBA Postseason in 20+ Years Using Sunday Night Basketball as a Production Baseline

Studio show moves on-site as network models playoff coverage on its NBA flagship...

26/09/2026

Ratings Roundup: Cowboys-Commanders Leads NFL Week 2 With 27.2 Million, College GameDay Posts Best Week 3 Ever

Ratings Roundup is a rundown of recent ratings news and is derived from press re...

26/09/2026

From Sketch to Strut, Unzipped Returns to the Sundance Film Festival at 30

Douglas Keeve attends the 2025 Sundance Film Festival screening of Unzipped at the Egyptian Theatre. (Photo by Andrew H. Walker/Shutterstock for Sundance Film...

26/09/2026

Native Instruments update Maschine

Launched alongside three new expansion packs In celebration of their 30th anniversary, Native Instruments have released a major update for their Maschine 3 ...

26/09/2026

YouTube Embraces Microdramas with Features for Episodic Shorts

Share Copy link Facebook X Linkedin Bluesky Email...

26/09/2026

Civil Rights Groups Urge Sen. Cruz to Delay Thumann Severs FCC Confirmation

Share Copy link Facebook X Linkedin Bluesky Email...

25/09/2026

SVG GameDay, Ep. 32: National Hockey Leagues John Bochiaro - Leading the Leagues In-Venue Efforts

In-venue and creative video staffers at the professional and collegiate level ha...

25/09/2026

HBS Taps Ronald den Hollander as CEO

Infront has named Ronald den Hollander as CEO of its Host Broadcast Services (HBS) subsidiary, effective 1 October 2026. The appointment follows the previously ...

25/09/2026

NABA to Host Cyber University 2.0 Cybersecurity Summit in New York

The North American Broadcasters Association (NABA) will hold Cyber University 2.0, a full-day cybersecurity summit for the broadcast and media industries, on Tu...

25/09/2026

Alpha Networks and Ateme Deliver Low-Latency Video Platform for International Sporting Event

Alpha Networks and Ateme have delivered a joint video platform for the digital d...

25/09/2026

Viaplay Migrates Free-to-Air Channels to Encompass Altitude Scheduling

Encompass Digital Media has announced the migration of multiple Viaplay free-to-air channels - TV3, TV6, TV8, and TV10 - to its Altitude Scheduling platform. Al...

25/09/2026

NAB Show New York 2026 Set for October 21-22 at Javits Center

NAB Show New York 2026 will take place October 21-22 at the Jacob K. Javits Convention Center in New York City. Registration is open at nabshow.com/newyork. Th...

25/09/2026

NHL Network to Air NHL Tonight, NHL Now, NHL Tonight: First Shift, and On The Fly During 2026-27 Season

NHL Network has announced its studio programming lineup for the 2026-27 regular ...

25/09/2026

First Baptist Nashville Installs Clear-Com Arcadia Central Station

Clear-Com has announced that First Baptist Nashville has upgraded its production communications with a Clear-Com intercom system as part of a sanctuary technolo...

25/09/2026

Broadcast Management Group Upgrades to EVS XT-VIA Platform at Cloud Control Center

Broadcast Management Group (BMG) has deployed EVS XT-VIA live video production s...

25/09/2026

BBright Adds dotCentral as U.S. Sales and Support Partner

BBright, a Hexaglobe Group company, has announced that dotCentral has joined as a sales and support partner in the United States. BBright's portfolio cover...

25/09/2026

MeyerPro Deploys ROE Visual Graphite GP 2.6 for Acumatica Summit 2026

MeyerPro delivered audio, video, broadcast, and LED production for the Acumatica Summit 2026 at the Seattle Convention Center's Summit Building, January 25-...