Written by Logan Leigh Bate

• Amapiano: More than a trend.
• Explosive growth and record-breaking views.
• Shaping the global music landscape.
• Amapiano: More than a trend.
• A future with Inclusivity and diversity.

Amapiano: More than a trend.

The evolution of Amapiano stands as a testament to the unprecedented globalisation of African sounds, showcasing an exponential rise in influence and popularity. Since its arrival, the power of this genre has become more than a cultural trend. Rather it continues to grow, innovate, and become formidable with its presence. As with all shifts in culture, it provides a unique opportunity for brand managers and marketers to align their brands, both locally and internationally with this fresh sound.

Originating in the townships of South Africa, Amapiano took its roots in the early 2010s, marked by a distinctive fusion of deep house, jazz, kwaito, and Afrobeat elements. The birth of Amapiano can be attributed to visionary artists like Kabza de small and DJ Maphorisa.

Over the past three years, Amapiano has transcended borders, attaining global acclaim. Its expansion of the musical genre has led to the emergence/evolution of sub-genres such as ‘Private School Piano’, led by veteran Kelvin Momo; ‘Sgija’, with its groovy appeal pioneered by MDU aka TRP; as well as ‘Bique’, also known as Mozambique, which blends traditional and contemporary elements. Additionally, ‘Quantum Sound’ is celebrated for its bass. Lastly, ‘Theke’, a fusion of Sgija and Mozambique by the seasoned JayLokas, exemplifies the continual innovation and diversity within the Amapiano genre.

Moreover, it’s important to acknowledge the development of regional innovations across the genre including general Amapiano, South African Amapiano, South African Party Amapiano and rising to prominence; Nigerian Amapiano.  Remarkably, these variations have collectively amassed billions of beats on platforms like YouTube, with staggering view counts reflecting the genre’s widespread appeal.

Explosive growth and record-breaking views.

Notably, Amapiano’s journey has been marked by explosive growth in popularity. Platforms such as Chart Ex indicate a meteoric rise. International view counts skyrocketed from approximately 50 000 views on Youtube in January 2020 to an impressive 6 million views by December 2023. The genre reached its pinnacle with a record-breaking 10.9 million views in a single day, maintaining an average of 70.3 million monthly views.

The internet has played a pivotal role in propelling Amapiano to such unprecedented heights. It has provided an accessible platform for young and diverse artists to showcase their unique interpretations of the sound. Amapiano saw remarkable growth, amassing over 1.9 billion Spotify streams in 2022. Its global expansion was tracked with a 563% increase in streams outside Sub Saharan Africa in the last two years. South African artists, in turn, earned nearly R200 million from Spotify alone in 2022, indicating a threefold surge from four years prior. Kabza de small came out as the top streamed artist in the year 2022.

Shaping the global music landscape.

This evolution not only reflects the genre’s strong identity, but also signifies its profound impact on shaping the global music landscape. Amapiano, with its infectious beats and cultural resonance, continues to captivate audiences worldwide. Additionally, it underscores the dynamic and transformative nature of African music in the digital age. Amapiano’s global impact is evident in its robust presence at renowned festivals like “Piano People Indoor Winter Festival” in London and Afro Nation in Portugal. Sold out performances by major artists like Major League Dj’s, Maphorisa, and Asake at iconic venues like the O2 Arena solidified the spread of Amapiano Culture. Even international Hip-Hop giant Drake took Uncle Waffles’ career to the next level when he introduced her to the world with a shoutout. These all highlight the impact and significance of the genre’s widespread influence. South African breakout star Tyla, and her hit single “Water”, are the best example of the global genre’s impact. The single has become a global anthem. It seamlessly blends Amapiano with pop, R&B, and Afrobeats, and has broken streaming records and achieved high rankings of established international stars.

A future with Inclusivity and diversity.

Beyond being a musical genre, Amapiano embodies a cultural phenomenon that challenges traditional notions of mainstream music. It fosters a more inclusive representation of African sounds on the global stage. For African artists, the impact is transformative. This holds especially true for women in the industry, as Amapiano’s embrace of diversity challenges the historically male-dominated music clubbing scene. The genre provides a platform for female artists, empowering them and contributing to a more balanced representation within the broader music industry. Notable female stars have risen to shape the genre. These include DBN Gogo, Bohle, Kamo Phlela, Sha Sha, TXC Twins and several others. Amapiano’s surge has not only amplified their voices but has also opened doors for unprecedented collaboration and cross-cultural exchange. This evolution transcends geographical boundaries, uniting artists worldwide under the banner of Amapiano.

There is no doubt, Amapiano is here to stay. It has clearly made its presence known worldwide as a sonic conduit of African Culture, heritage, and innovation.

As a celebration of Amapiano’s influence, delve into a curated playlist featuring the top-streamed Amapiano songs from the past year.