DBN Gogo at Huawei Joburg Day 2021 with 947 at Kyalami Grand Prix Circuit and International Convention Centre on 22 October 2021 in Midrand, South Africa.  (Gallo Images/Oupa Bopape)


DBN Gogo at Huawei Joburg Day 2021 with 947 at Kyalami Grand Prix Circuit and International Convention Centre on 22 October 2021 in Midrand, South Africa. (Gallo Images/Oupa Bopape)

  • Spotify’s latest streaming revenue data shows there has been significant growth in the Amapiano genre.
  • The platform’s efforts in playlist curation have led to Amapiano tracks being added to over 14 million user-generated playlists. 
  • South African artists’ streaming revenues on Spotify have seen substantial growth, with royalties reaching nearly R256 million in 2023. 

“Amapiano to the world” has become the unofficial slogan of a beloved and celebrated music genre, and the truth of this slogan is evident in Spotify data showing the royalties artists generate each year.

The streaming giant shared the data, which is publicly available on its Loud and Clear platform. On Monday, the Sub-Saharan Africa team also zoned in on South African data for the second year running at a media breakfast in Rosebank, Johannesburg. 

Spotify releases the annual report to increase transparency in the music industry by sharing data on Spotify’s royalty payments and breaking down the global streaming economy.

According to the streaming service, there has been an uptick in local music consumption in South Africa, growing by 101% in 2023 (with the year marking the most recent reporting period). 

Phiona Okumu

Phiona Okumu, Spotify’s Sub-Saharan Africa head of music at the Spotify Loud and Clear media breakfast, drilled down on music royalties, streaming revenue and trends for the SSA region. (Supplied/Spotify)

Jocelyne Muhutu-Remy, Spotify’s SSA Managing Direc

Jocelyne Muhutu-Remy, Spotify’s SSA managing director at the Spotify Loud and Clear media breakfast drilling down on music royalties, streaming revenue and trends for the SSA region. (Supplied/Spotify)

Other promising data shows that although the Amapiano genre is still male-dominated, female artists in the Yanos (slang for Amapiano) are gaining pace. 

“Average streams for female artists year on year increased by 49% in 2023.”

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Famed for its playlist curation – which connects artists to new listeners and inspires users to curate their own playlists – Spotify confirmed that Amapiano tracks have been added to over 14 million user-generated playlists. Additionally, Spotify added nearly 2,800 South African artists across all genres to editorial playlists. These are playlists curated by global tastemakers affiliated with the platform. 

Compared to Loud and Clear data from 2018, this marks a 566% rise in playlist inclusion for 2023. 

In addition, South African artists were discovered by first-time listeners more than 735 million times on Spotify in the last reporting period.

News24 Life Deputy Editor Kaunda Selisho in conver

News24 Life deputy editor Kaunda Selisho in conversation with Jocelyne Muhutu-Remy, Spotify’s SSA managing director at the Spotify Loud and Clear media breakfast drilling down on music royalties, streaming revenue and trends for the SSA region. (Supplied/Spotify)

News24 Life Deputy Editor Kaunda Selisho moderatin

News24 Life deputy editor Kaunda Selisho is moderating a discussion at the Spotify Loud and Clear media breakfast, drilling down on music royalties, streaming revenue and trends for the SSA region on 13 May 2024. (Supplied/Spotify)

Topping the charts and data records alongside the uniquely South African genre is the pan-African genre of Afrobeats, which has seen artists in this genre reach “previously unprecedented heights for African music,” according to the streaming service. 

Supported by data from the International Federation of the Phonographic Industry’s (IFPI) 2024 report, the streaming service said the Sub-Saharan Africa (SSA) music industry is the only region where revenues’ growth surpassed 20%, making it the fastest growing. 

Overall, music revenue in this region grew by 24.7%, fuelled by a surge in paid streaming revenues, contributing 24.5% of the revenues.  

South Africans, who have witnessed a history of artists dying penniless, might be pleased to discover that South Africa is still the largest market in Sub-Saharan Africa, growing by 19.9%, contributing 77% of the total regional revenue. 

“There are a number of factors that have contributed to this growth, but key among them is internet penetration and in tandem, music streaming. With streaming platforms like Spotify, artists are able to cross borders, widen their fan bases and make a living from their art.”

Many artists who generated a million dollars on Sp

Many artists who generated a million dollars on Spotify last year aren’t household names and didn’t need a “hit” song to have a big year. (Supplied/Spotify)

Spotify paid out nearly $4B to publishing rights h

Spotify paid out nearly $4B to publishing rights holders – who represent songwriters – over the last two years. (Supplied/Spotify)

“South African artists’ streaming revenues on Spotify keeps growing every year, a true testament of their immense talent. It’s a privilege to continue supporting them, in keeping with our vision of ensuring all professional artists can make a living off their art,” said Jocelyne Muhutu-Remy, Managing Director for Spotify Sub-Saharan Africa. 

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Speaking to reporters and music industry players, Muhutu-Remy said that in 2023, royalties generated by South African artists from Spotify alone reached nearly R256 million, reflecting an almost 240% increase since 2019 and a more than 500% increase since 2017. 

In line with the growth reflected in the data, the number of South African artists generating more than R100 000 in royalties from Spotify alone has grown more than 5 times since 2018.




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