Amapiano sound takes centre stage on Spotify’s Mother of Music campaign

Known for its soulful, and dance-driven style, Durban’s version of amapiano is increasingly capturing the attention of fans both in South Africa and across the globe.

According to Spotify data, Durban ranks third among the top global cities streaming amapiano, closely following Johannesburg and Pretoria. The genre’s growth has been explosive, with a staggering 114 377% increase in global streams between 2018 and 2024.

While amapiano’s appeal spans continents, it’s Durban’s distinctive flavour that’s shaping the genre’s next chapter. “You feel it in the way Durban artists layer beats, use vocals, and lean into fashion and dance to complete the narrative,” Spotify Sub-Saharan Africa experiential marketing manager Bea Theron said. “Durban doesn’t just make music – it performs identity.”

Spotify’s MOM campaign is celebrating Durban’s cultural and musical influence through curated playlists and editorial features. Artists such as Dlala Thukzin, JNR Richie, and Goldmax, alongside emerging talent like Fanele Grace, KMAT, and Stanky DJ, are leading the charge, offering everything from emotive storytelling to high-energy dancefloor hits.

Streaming patterns show amapiano’s global resonance, with peak listening hours on Saturdays between 5pm and 6pm. Female Gen Z listeners are particularly engaged, making up 40% of the genre’s top streamers, further highlighting its deep connection with a young, digital-savvy audience.

Durban’s music scene is inseparable from its vibrant fashion and dance culture. From the legendary Fact Durban Rocks concerts to street-style dance battles, the city thrives on a synergy of sound, movement, and visual identity. It’s this creative fusion that makes Durban a hotbed for musical innovation, where each beat reflects urban life and self-expression.

As amapiano continues to echo from the taxis of Tembisa to clubs in Nairobi, Lagos, and London, Durban’s role is undeniable. Spotify’s MOM campaign not only acknowledges the city’s growing influence but cements its place in the global amapiano narrative.

Top 10 amapiano tracks in South Africa:

• ‘Imithandazo’ – DJ Maphorisa, Kabza De Small, Mthunzi, Sizwe Alakine, Umthakathi Kush, Young Stunna
• ‘Mnike’ – Ceeka RSA, DJ Maphorisa, Nandipha808, Tumelo_za, Tyler ICU, Tyrone Dee
• ‘Awukhuzeki’ – DJ Stokie, Omit ST, Sobzeen, Zee_nhle
• ‘Masithokoze’ – DJ Stokie, Eemoh
• ‘Imnandi lento’ – Mellow & Sleazy, SjavasDaDeejay, TitoM, Tman Xpress
• ‘Izenzo’ – Aymos, Bassie, T-Man SA
• ‘Mina Nawe’ – Emotionz DJ, Happy Jazzman, Mashudu, Soa Mattrix
• ‘Keneilwe’ – Dalom Kids, Master KG, Nkosazana Daughter, Wanitwa Mos
• ‘SETE’ – Blxckie, K.O, Young Stunna
• ‘Sukakude’ – Babalwa M, Kelvin Momo, Sfarzo Rtee