Digital Platforms Empower South African Artists: The Rise of Africa Now Radio

South African media personality Nandi Madida recently celebrated a monumental milestone: the 100th episode of Africa Now Radio on Apple Music 1. This achievement, marked on June 24, 2025, underscores the growing influence of digital platforms in amplifying African music and empowering artists to share their stories with a global audience. Africa Now Radio, hosted by Madida, has become a vital platform for showcasing the continent’s biggest stars, from amapiano trailblazers to Afro-fusion innovators, while fostering a direct connection between artists and listeners.

Since its inception, Africa Now Radio has been more than a radio show—it’s a cultural movement. Madida’s interviews with artists like Nigerian Afrobeats star Oxlade, South African amapiano DJ DBN Gogo, and Tanzanian Afro-fusion artist HEVI have provided a platform for African musicians to share their creative journeys and cultural narratives. “Africa Now Radio is very important in celebrating African music because Africa needs more, Africa deserves more, and we make beautiful and amazing music in Africa,” Oxlade said in a statement celebrating the milestone. DBN Gogo echoed this sentiment, noting the platform’s role in allowing “African stories told by Africans themselves.”

The success of Africa Now Radio reflects the broader impact of digital platforms in transforming the music industry. Streaming services like Apple Music have democratized access to music, enabling artists to bypass traditional gatekeepers like record labels. For South African musicians, this means greater control over their creative output and revenue streams. Platforms like Apple Music provide data-driven insights, allowing artists to understand their audience and tailor their music accordingly. This data-driven approach, combined with the global reach of streaming, has fueled the meteoric rise of genres like amapiano and Afrobeats, which saw a 114% increase in consumption across sub-Saharan Africa in 2024.

Madida’s role as a curator and storyteller has been instrumental in the show’s success. Her ability to connect with artists and highlight their unique contributions has made Africa Now Radio a go-to source for discovering new music. “I remember when I put out my album, Nandi was so supportive, so receptive, positive; she paid attention to the body of work itself,” HEVI shared, emphasizing the show’s impact on emerging artists. The platform’s focus on authenticity and cultural pride resonates with listeners, who see it as a space where African voices are celebrated without compromise.

The milestone also highlights the role of technology in creating inclusive spaces for music discovery. By leveraging Apple Music’s global infrastructure, Africa Now Radio reaches listeners far beyond Africa’s borders, fostering a sense of community among the African diaspora and music enthusiasts worldwide. The show’s success has inspired other platforms to invest in African music, with Billboard recently announcing the launch of Billboard Africa to further amplify the continent’s music industry.

As Africa Now Radio moves toward its 101st episode, Madida remains committed to championing African talent. The platform’s growth mirrors the broader trend of digital empowerment, where technology enables artists to tell their stories, connect with fans, and build sustainable careers. For South African musicians, this digital revolution is not just a trend—it’s a transformative force reshaping the industry and elevating African music to new heights.