Spotify Celebrates a Decade of Amapiano
Spotify has launched a dedicated Amapiano Hub to celebrate the 10-year anniversary of the South African dance and music genre, marking a significant milestone in its global recognition.
Following a year after the unveiling of its Afrobeats platform, “Journey of a Billion Streams,” Spotify aims to shine a spotlight on Amapiano. The genre amassed over 1.4 billion streams in 2023, transcending regional boundaries as listeners worldwide enjoy its vibrant beats and participate in various dance challenges.
Nigeria, in particular, saw a remarkable 181% increase in Amapiano music consumption between 2023 and 2024. The genre’s popularity surged, reaching its first 100 million streams in 2020 and soaring to 300 million by 2021.
Spotify’s newly launched site, “A Decade of Amapiano,” provides an in-depth look at the genre’s origins, key influences, and future directions. The hub features curated playlists and podcasts, offering fans a comprehensive Amapiano experience.
Released on June 14, just before South Africa’s Youth Day, the site celebrates Amapiano’s impact on youth culture. “One of the most affirming parts of watching Amapiano explode over the past decade is seeing how people use it for self-expression,” said Phiona Okumu, Spotify’s Head of Music in Sub-Saharan Africa.
This initiative underscores Spotify’s commitment to promoting diverse music genres and honoring their contributions to global culture.
