Johannesburg, South Africa – A decade after its birth in South Africa’s townships, amapiano is taking the world by storm. Spotify is celebrating this genre’s meteoric rise with “A Decade of Amapiano,” a dedicated online hub showcasing its global impact and rich soundscape.
Amapiano’s journey is a remarkable one. From humble beginnings, it has exploded in popularity, reaching over 1.4 billion streams on Spotify in 2023 alone. The COVID-19 pandemic even proved to be a turning point, with streams reaching 100 million in 2020 and tripling to 300 million in 2021.
But amapiano is more than just catchy tunes. It’s a powerful tool for South Africa’s youth, giving voice to their aspirations, resilience, and creativity. Phiona Okumu, Spotify’s head of music for sub-Saharan Africa, compares it to the earlier kwaito movement.
“Amapiano’s global success is a cultural phenomenon,” Okumu said. “It’s not just about the music; it’s about self-expression. Seeing people connect with amapiano on such a deep level is truly inspiring.”
This dedication to homegrown music is a core value for Spotify. “A Decade of Amapiano” follows last year’s launch of “Afrobeats: Journey of a Billion Streams,” highlighting Spotify’s commitment to celebrating African music on the global stage.
Amapiano by the Numbers:
- Over 345,000% growth in streams from 2014 to 2023
- Over 855 million streams already in 2024
- A staggering 153,000% growth in export streams from 2014 to 2023
- Amapiano is a genre for the youth, with 40% of listeners between 18-24 years old
- Female artists are making their mark, with an 87% growth from 2022 to 2023
Amapiano’s Global Reach:
- Top Tracks: “Mnike” by Tyler ICU, “Tshwala Bam” by TitoM, “Imithandazo” by Kabza De Small, “Dalie” by Kamo Mphela
- Top Artists: DJ Maphorisa, Kabza De Small, Tyler ICU, Focalistic, Young Stunna
- Top Streaming Countries: South Africa ( unsurprisingly!), US, UK, Nigeria, Germany
- Popular Playlists: AMAPIANO grooves, SoulPiano, Beast Mode Amapiano
Amapiano in Kenya:
Kenyan music lovers have also embraced amapiano, with DJ Maphorisa, Kabza De Small, Tyler ICU, and Focalistic topping the list of streamed artists.
Amapiano’s story is one of music, culture, and youth empowerment. As it continues to grow and evolve, Spotify is there to document its journey and share it with the world.
