Amapiano’s Global Streaming Surge: South African Artists Reap R400 Million in Spotify Royalties

The South African music industry, particularly the Amapiano genre, has experienced a meteoric rise in global popularity, with technology playing a pivotal role in its success. In 2024, South African artists collectively earned R400 million ($22.22 million) in Spotify royalties, reflecting a remarkable 54% year-on-year growth, according to a recent announcement by digital media company Techpoint. This financial milestone underscores how streaming platforms have become a game-changer for local musicians, enabling them to reach international audiences and monetize their craft like never before.

Amapiano, a genre born in South Africa’s townships, blends deep house, jazz, and kwaito influences, creating infectious rhythms that have captivated listeners worldwide. Artists like De Mthuda, Kelvin Momo, and Sfarzo Rtee have become household names, with their tracks dominating streaming charts in 2025. OkayAfrica’s mid-year roundup highlights how Amapiano’s melodic earworms and danceable beats have propelled the genre to new heights, with songs like those by rising star Bassie earning accolades at the 2025 Metro FM Music Awards. The genre’s global appeal is further evidenced by a 28% increase in Afrobeats listenership worldwide and a 114% boom in sub-Saharan Africa, as reported by Forbes Africa.

Streaming platforms like Spotify have democratized access to music, allowing South African artists to bypass traditional gatekeepers such as record labels and radio stations. This shift has empowered independent musicians to build sustainable careers. For instance, Griffith Malo’s recent release, MIND OVER MATTER, and Exte C’s BE (Dub Radio Edit) have gained traction on Spotify, showcasing how artists leverage technology to distribute their work directly to fans. The integration of data analytics on these platforms also enables artists to understand their audience demographics, tailoring their music and marketing strategies to maximize reach.

However, the reliance on streaming comes with challenges. The South African National Editors’ Forum (SANEF) notes a broader trend of declining trust in traditional media, with younger audiences favoring social-first platforms like X and TikTok for music discovery. This shift demands that artists master digital marketing to stand out in a crowded online space. Moreover, while streaming royalties are significant, the payout per stream remains low, prompting discussions about fair compensation, as seen in global movements like the NYC Council’s Resolution 368 for equitable streaming pay.

Despite these hurdles, the future looks bright for Amapiano and South African music. The launch of Billboard Africa, backed by Dubai-based Global Venture Partners, aims to amplify the continent’s music industry, offering a dedicated platform to showcase talents like Tyla, who won the iHeartRadio Music Award’s World Artist of the Year in 2025. As streaming technology continues to evolve, South African musicians are poised to further dominate global charts, proving that their sound is not just a trend but a cultural force.