Reenergizing, boosting, and exploiting these long-owned catalogs is now a music industry focus. “Spotify data tells the story of just how popular Amapiano is right now, both at home and all around the world- with close to 2 billion streams in year 2022, representing a 143 per cent increase year on year.Publishers and catalog owners are also seizing the opportunity to increase the ROI of their IP, whether recently acquired or owned for decades.Īccording to Goodrich, “This year, we’ve had publishers and labels going into their archives to find tracks that never got a chance to reach their full potential because streaming and playlist promotion didn’t exist when they were released.” Muhutu-Remy noted that one of the top five exported Amapiano artistes in South Africa, Focalistic, dropped by for the first leg of the tour at one of the birthplaces of Amapiano, Jack Budha in Mamelodi, to share the genre’s origin story. “It also gives participants the opportunity to meet with local artistes in the studio and see where the music happens,” she said. “The tour also tells a cultural story, like Mogodu Monday- the tradition of celebrating the least popular day of the week with Mogodu or tripe, and music. “The Amapiano Grooves segment of the tour showcases the impact of clubs on the music.
“In partnership with South African Tourism, it starts off with Amapiano 101- detailing the background of the genre, and giving guests a tour of its origins in townships like Mamelodi but also exploring other popular Amapiano spots in Soweto. Spotify lists top 10 Nigerian gospel songs for EasterĪccording to her, the tour highlights South African and Amapiano culture for guests from Nigeria, Kenya, Ghana and South Africa.She noted that the experience was designed around some of Spotify’s most popular Amapiano playlists. She said this allows the artistes and influencers share the roots of the genre, the power of collaborations and how streaming was helping to export local music to the world. Muhutu-Remy added that Amapiano was arguably South Africa’s hottest cultural export right now and to showcase the genre, Spotify was hosting media and influencers from across the continent on an Amapiano tourism experience. With its steady growth and dedicated fanbase, Amapiano is poised to continue its success on Spotify and beyond,” she said. “Spotify’s platform has helped Amapiano expand its reach, connecting the genre to a diverse global audience. “Amapiano grooves, Spotify’s biggest Amapiano playlist is most popular among 18 to 24-year-olds, with listeners hailing from South Africa, United Kingdom, United States of America, Mozambique, Botswana, and Zimbabwe. ” Listeners on Spotify love tuning into the genre on weekday afternoons, with Friday evening peaks.
“As more artistes emerge and push the boundaries of the genre, there is no doubt that Amapiano is set to become a mainstay in the global music scene.
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