The Global Rise of Amapiano Is South Africa Music’s Big Break

South Africa has historically had a complicated relationship with the global music industry. When international artists announce so-called world tours, the African continent is seldom on the agenda. Local artists have traditionally had to work extra hard to reach audiences beyond South Africa’s borders. And while there’s often talk of international influences on South African sounds, it’s unusual to hear the reverse. The global rise of Amapiano has turned this narrative on its head.

In the mid-2010’s Amapiano was an emerging genre in South Africa’s underground music scene – the soundtrack to taxi rides and Saturday nights at township taverns. Fast forward ten years and the quintessential South African sound is taking over the world. Its success is down to a combination of infectious beats, versatility and the border-transcending power of TikTok. It heralds a new era of opportunity for young local artists.

Appeal of a Fresh Sound

Amapiano’s most unique sonic trait is the log drum, which serves as the defining element of the genre. Unlike most other drums which have a membrane stretched over a hollow base, the log drum is made entirely from wood and produces a deep, resonant bassline that underpins the entire track, creating a hypnotic groove that’s instantly recognisable. Simultaneously powerful and subtle, it adds a layer of complexity and richness to the music and complements Amapiano's blend of deep house, jazz, and lounge music.

Global Appeal of Amapiano

The international adoption of Amapiano has been remarkable. It’s partly down to the fact that the sound is so flexible and can be incorporated into many other genres. 

Nigeria, for instance, has not only embraced Amapiano but has also integrated it into its vibrant music scene, blending it effortlessly with Afrobeats. The UK has become a hotspot for Amapiano concerts and events and in the US, Amapiano is gradually making its mark within urban and dance music circles.

This widespread adoption underscores Amapiano's universal appeal and its ability to connect with listeners on a global scale. But it’s not only Amapiano’s sound that has contributed to its success. The key is that the world was able to discover it.

Social Media Amplification

Most South African dance music over the years — Bubblegum, Kwaito, Afro House and Gqom — has a global appeal. However, Amapiano emerged in an era when the world is connected through social media.

The internet has shrunk the globe and social media has played a pivotal role in catapulting Amapiano to international fame. TikTok has been particularly influential and has introduced the genre to a global audience, transcending geographical boundaries and cultural barriers.

The interactive nature of social media allows for real-time feedback and engagement, helping artists gauge the popularity of their music and adapt accordingly. And algorithms designed to boost trending content have allowed Amapiano tracks to enjoy a wider reach, increasing their chances of becoming global hits.

Opportunities for Young Artists

This digital ecosystem has democratised music discovery, allowing even emerging South African artists to gain international recognition. And the rise of Amapiano has opened doors that were previously unimaginable. Young artists can now reach listeners worldwide without the need for traditional gatekeepers.

The success of artists like Tyla proves there is a global market hungry for what South African artists have to offer. And as audiences and industry heavyweights alike retrace her footsteps in search of more, there is a massive window of opportunity for other young local artists looking to have their work discovered internationally. The possibilities are endless for those who are savvy enough to make the most of them.

Leveraging Social Media and Internet

Leveraging social media and the internet is crucial for South African artists looking to capitalise on the Amapiano wave. But artists need to be smart about how they use these tools. They can borrow brand-building techniques to be more strategic in their approach.

Choice of platform: Platforms like TikTok, Instagram, and YouTube offer unprecedented opportunities for musicians to promote their work and engage with a global audience. However, it’s important to do some research on the different platforms and how their algorithms work. Emerging musicians have had immense success on TikTok because sound is such a fundamental aspect of TikTok content and because its algorithm doesn’t reward only accounts that have big followings but rather trending content.

Consistency: By consistently sharing content, artists can build a loyal fan base and generate buzz around their music.

Community: Social media also allows for real-time interaction with fans, fostering a sense of community and loyalty. That requires community management – putting in the time to respond to comments and DMs and keeping those spaces positive and free of trolls.

Data analysis: Streaming services like Spotify and Apple Music provide valuable data on listener demographics and preferences, enabling artists to tailor their marketing strategies effectively. They don’t need to have their music on these services to benefit – they can look at data for their genre, artists similar to them, or general music trends.

Using these digital tools helps artists navigate the fickle nature of the music industry, ensuring they remain relevant even when trends shift. By embracing the internet and social media, South African musicians can maximise their reach, enhance their brand, and sustain their careers in the competitive global music market.

Protecting and Promoting the Sound

It’s inevitable that the Amapiano sound will be picked up by international artists. But if local artists are to benefit from its success it’s important that the world knows where its roots lie.

That requires local artists to engage more actively with both local and international media. By participating in interviews and discussions, artists can share the history and cultural context of Amapiano, educating a broader audience about its origins.

Collaborations with international artists should highlight the South African influence, ensuring the genre's identity remains intact. Local brands and cultural institutions can also play a significant role by sponsoring events and initiatives that celebrate Amapiano. This collective effort not only safeguards the genre's authenticity but also fosters a sense of pride and ownership among South Africans.

Promoting Amapiano on the global stage while emphasising its South African roots will help protect its cultural heritage and thus create opportunities for South Africa’s music industry to shine on the global stage.

Slikouronlife is part of VML South Africa’s supplier development programme.