It’s no news in the music industry these days that the digitization of music is bringing listeners to artists from long-overlooked corners of the music world. But new data from Spotify gives us a clear picture of the strength of this trend.
The amapiano music genre born in South Africa is only ten years old, but by 2023, its history has reached its peak. 1.4 billion streams Only on Spotify, the music streaming service said in a series of articles dedicated to the growth of music genres on the platform.
This means that the growth rate is 5,668% Since 2018, Spotify said.
As recently as 2019, sales of this genre were just 34 million stream. In 2020, this number tripled to 102 millionthen increase three times to approximately 300 million 2021.
Spotify says Appiano’s hypnotic electronic melodies, backed by percussive bass lines and acoustic drum-style beats, have been greatly aided by an unexpected force: the Covid-19 pandemic, which when one is locked down The world at home turns to music discovery—especially on social media—to pass the time.
“Dance challenges capture the imagination of young people in South Africa as they look for new ways to connect with friends,” Spotify writes.
“In fact, they can’t integrate [in public] But that didn’t stop them from combining their dancing talents with popular amapiano tracks on the messaging app. Social media gives them a way to showcase their moves and have others copy them.
Spotify said social media dance challenges during the pandemic, such as #Johnvuligatechallenge, JazziDisciples Dance Challenge and #Amanikinikichallenge, “mark a critical moment for youth culture to connect with and amplify the genre through social media.” .
The music streaming service didn’t waste this opportunity to promote itself, noting that it set up a feature to allow artists to raise funds from listeners during the pandemic.
“Pandemic restrictions on live events have meant that many artists have lost income. Some rely on loans or selling equipment to make ends meet. Young emerging musicians are even worse off because they don’t have the connections or savings to support themselves,” Spotify said.
“Thank God for platforms like Spotify, anyone anywhere in the world can search for music, so music can be delivered to people in this way,” DJ and music producer dabeigogo As quoted by Spotify.
The borderless world of digital music means the genre has spread far and wide from South Africa, with the US and UK trailing only South Africa in amapiano streaming numbers by 2023. In terms of the number of streaming media, Germany, the Netherlands, France and Canada are also among the top 10 countries where amapiano has a foothold.
Some of the key moments in the expansion of amapiano culture over the past few years are beyonce played waffle uncle‘ Tanzania during her regeneration World Tour; when Jennifer Hudson syndicated daytime programs jennifer hudson show Learned the viral dance Tito & Yapeof Barm; when Quiet performed her biggest hit water exist The Tonight Show Starring Jimmy Fallon. (The track is released in July 2023 and has already received critical acclaim 675 million Play on Spotify and more 1.5 billion views on YouTube).
Spotify counts the most popular amapiano tracks on its platform over the past decade and taylor intensive care unitof give this to him Be among the best. DJ Maporisa Named “Top Appiano Artist of the Decade”.
But despite its international appeal, Appiano remains most popular in South Africa and other parts of sub-Saharan Africa. 2023, 55% The Appiano Creek comes from South Africa, and in sub-Saharan Africa it accounts for 78% All streaming media, according to Spotify.
It’s also very much a youth-driven music phenomenon; 40% amapiano stream from 18 to 24 year olds, and another twenty two% From the 25-29 age group, Spotify said.
“Coming from Africa, we are now obsessed with using our own voices to speak. That’s how you leave a mark.
focalism
“Young people have always driven huge changes in music, but with Amapiano, their influence has been and will continue to be particularly significant,” said Judy TabisheArtist, Label and Partnership Manager at Spotify South Africa.
Spotify claims that access to digital music through smartphones is also key to amapiano’s success.
“Four years ago, South Africa for the first time [pandemic] During the lockdown, less than half of the country owned a smartphone. “By the end of 2019, this number had risen to 92%”.
Spotify says 84% All amapiano streaming on your smartphone.
With all this in mind, it’s no surprise that Appiano is becoming an important part of South African culture and part of the country’s identity.
Spotify quoted the Pretoria-born rapper as saying: “Amapiano is kind of like a breath of fresh air, sunshine, something close to our hearts.” focalism As mentioned.
“Coming from Africa, we are now obsessed with using our own voices to speak. That’s how you leave a mark.
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