It is a musical style which is spreading all over the planet and which comes to us from South Africa: the amapiano. This electronic musical genre is partly responsible for strong growth in the music industry market in sub-Saharan Africa: +34.7% in 2022 according to the International Federation of the Phonographic Industry. This is the strongest progression in the world.
With our correspondent in Johannesburg, Roman Song
In South Africa, the market grew by 31%. Amapiano artists are performing more and more abroad and are exploding the streaming counters. A boon for the industry seeking to gain new subscribers.
” It’s not really melodic, there’s no catchy element, it’s more about mood and rhythm is how Temi Adeniji, head of Warner Music Africa, describes amapiano.
► To listen again: TROPICAL COLORS – From Kwaito to Amapanio
In 2022, this musical style generated two billion streams on Spotify. There are over 240,000 amapiano playlists on the platform. 40% of plays are outside of South Africa.
A style that inspires Nigerian stars
Small’s Kabza and DJ Maphorisa, who play together on the track Adiwele, pull streaming plays in a country with four million paying subscribers. We also think of Uncle Waffles or Sho Madjozi among women.
The success of the amapiano recalls the explosion of Nigerian afro-beats five years ago. Today, it’s the turn of Lagos artists to infuse their afro-beats into amapiano like Sungba, Asake and Burna Boy. A timely association to continue to make people dance and attract new paying subscribers.
► To read also: Panorama of amapiano