Maskandi’s Meteoric Rise: Spotify Highlights South Africa’s Fastest-Growing Genre

In a remarkable development for South Africa’s music scene, maskandi has been named the country’s fastest-growing genre by Spotify, boasting a staggering 3,000% increase in playlist streams. This traditional Zulu music style, characterized by its intricate guitar work, soulful vocals, and storytelling lyrics, is experiencing a renaissance, driven by rising stars like Umafikizolo and MENZI MUSIC. Announced on June 21, 2025, this milestone reflects the genre’s evolution from rural roots to a modern sound that resonates with younger audiences, both locally and globally.

Maskandi, once considered a niche genre, has found new life through digital platforms and social media. Spotify’s data highlights how artists are blending traditional elements with contemporary production techniques, creating a sound that appeals to a broad demographic. Umafikizolo, known for their emotive performances and socially conscious lyrics, has become a household name, with their latest album topping local charts. Similarly, MENZI MUSIC’s fusion of maskandi with hip-hop and amapiano influences has attracted a younger fanbase, particularly on TikTok, where dance challenges set to maskandi tracks have gone viral.

The genre’s rise is also tied to broader cultural shifts. As South Africans embrace their heritage, maskandi’s storytelling—often addressing themes of love, struggle, and community—has struck a chord. ThatEricAlper noted on X that the genre’s growth reflects a broader trend of African artists redefining tradition for a global audience. This is evident in the success of events like the Basadi in Music Awards (BIMAs), which recently unveiled their 2025 nominees, many of whom are maskandi artists pushing the genre’s boundaries.

The resurgence of maskandi is supported by initiatives aimed at preserving and promoting South African music. For instance, the Department of Sports, Arts and Culture, under Minister Gayton McKenzie, has pledged R12 million toward hip-hop development, with similar investments expected for other genres like maskandi. These funds support artist training, production, and exposure at events like ACCES 2025, where maskandi artists will perform alongside international acts. Such platforms are crucial for helping artists like Umafikizosu gain visibility and connect with industry leaders.

The genre’s growth also highlights the power of digital platforms in musician development. Spotify’s playlist curation and algorithmic recommendations have introduced maskandi to listeners in Europe and North America, where the genre is gaining a cult following. Music festivals, such as Ultra South Africa, are increasingly featuring maskandi artists, reflecting the genre’s crossover appeal. This global interest is encouraging artists to experiment with bilingual lyrics and collaborations, further expanding maskandi’s reach.

However, challenges remain. Many maskandi artists, like their counterparts in other genres, struggle with low earnings, as highlighted by Mzansi Magazine. The genre’s reliance on live performances for income underscores the need for continued investment in infrastructure, such as recording studios and digital marketing training. Organizations like SAMRO and Music In Africa are stepping up to address these gaps, offering grants and workshops to help artists navigate the modern music industry.

As maskandi continues its meteoric rise, it serves as a powerful reminder of South Africa’s ability to blend tradition with innovation. Artists like Umafikizolo and MENZI MUSIC are not only preserving a cultural legacy but also shaping the future of African music. With Spotify’s spotlight and growing institutional support, maskandi is poised to become a global phenomenon, carrying the stories of South Africa to the world.