(Agence Ecofin) – Having become essential on dance floors around the world, Amapiano quickly became the standard bearer of South African and African Music. If we generally agree on the period of its birth, the origin of this global phenomenon coming from the South African ghettos is still debated.
In 2023, Spotify was surprised in several publications by the incredible popularity of Amapiano on its platform. According to the music streaming service, the listening rate of this genre increased by 5,668% compared to 2018. It recorded 1.4 billion streams in 2023 compared to 300 million in 2021, 102 million in 2020 and 34 million in 2019.
Nothing seems to be able to stand in the way of the musical phenomenon born in South Africa, which has taken over streaming platforms, concert halls, nightclubs and other entertainment centers across the world. An incredible trajectory for a sound that originated in the South African ghettos.
A choreography performed on Amapiano, in a street in South Africa
An origin subject to debate
Since 2017 and the beginnings of its international explosion, the origins of Amapiano have been hotly debated. Several artists attempt to claim authorship of the rhythm, and even the pioneers cannot agree on the exact place of its birth. Most sources place its birth in the townships (disadvantaged neighborhoods and slums) of Johannesburg and Pretoria in South Africa.
The term Amapiano itself comes from the Zulu language and literally means “The Pianos”. The reference to the musical instrument is also a little confusing. In July 2020, in a documentary entitled Shaya which attempts to trace the birth of Amapiano, Mark Khoza, an associate of the famous producer and pioneer of the genre Kabza De Small, explains:
“There was a guy who played the keyboard during a DJ set. Even in the studio, he played piano on the recordings. Later, someone else had the idea of integrating this practice into the deep house music genre. […] The genre was formerly called “Number”. But the group MFR Souls invented the name Amapiano and popularized it. They are the ones who started it ».
Nedondwe and Mabe Tumelo form the South African group MFR Souls
If some actually attribute the characteristic percussion of the style to MFR Souls, no one can place its real authorship with more precision. For the majority of South African music specialists, however, one thing is almost certain: Amapiano was built on the foundations of Kwaito.
A derivative of Kwaito ?
One of the reasons for the rapid success of Amapiano is its ability to arouse among South Africans nostalgia for another local musical style, popular during the 90s: Kwaito. It is a very syncopated, slower house beat that incorporates local percussion. Music also considered a symbol of the post-Apartheid era. In his book Kwaito’s Promise, Gavin Steingo explains its origins.
Kwaito expressed the new momentum of the young rainbow nation after Apartheid
According to the book, the government blocked international radio frequencies, and the South African Broadcasting Company (SABC) only broadcast music from local ethnic groups. When international electronic music and black American house music succeeded for the first time in breaking through the racist regime’s musical embargo, they sparked a new era of creativity in South Africa.
Several musicians are trying to create House Music with South African sounds. The result sets the townships ablaze, and the explosion of Kwaito coincides with the moment when Nelson Mandela becomes the 1is democratically elected president of the country, which gives him a highly symbolic value. In these respects, Amapiano displays many similarities with Kwaito. Musically first, with a lower tempo and percussion, but also ideologically.
Indeed, although Apartheid has long been abolished, the musical genre is snubbed by local radios and only becomes known in township evenings. It is starting to become popular thanks to the incredible productivity of musicians and the internet. Dozens of songs are circulating on social networks, including Whatsapp. Covers in Amapiano versions of popular hits and collaborations between producers help broaden the audience. Like Kwaito at the time, Amapiano is also played on public transport.
Ultimately, TikTok will complete all this work and bring Amapiano out of the underground. Thanks to the challenges launched on the Chinese social network and the short Amapiano melodies in trends on the platform, the whole world is discovering the sound. World music celebrities like Chris Brown and Snoop Dogg are even getting involved. At this level, South African radio stations no longer have a choice: Amapiano is starting to establish itself as a global trend. Names like Kabza De Small and Uncle Waffles are in demand everywhere, and their music is used for commercial collaborations.
Hip-hop icons Snoop Dogg and Chris Brown dancing to Amapiano at city event
In 2023, National Academy of Recording Arts and Sciences (USA) is creating a category dedicated to the best performance of African music. The very first artist to receive a Grammy Award will be the South African Tyla for her song Water, whose Amapiano influence is assumed. In 2021, French rapper lyricist Youssoupha released a song called “Amapiano”. The genre is adopted all over the world. Spotify reveals that 14.5 million playlists dedicated to Amapiano are created on its platform.
South African artist Tyla wins a Grammy for Water, an Amapiano-influenced song
Unfortunately, South Africa does not really benefit from the popularity of the phenomenon. Very early on, the music industry majors recognized the potential of Amapiano and signed leading artists of the genre. In a memorandum addressed to Universal Music, for example, South African artists and producers united within the organization “Pay Our Royalties Movement” say they can no longer “ignore the impression that vultures continue to profit from South African music”.
According to the Daily Maverickof the 10 million USD generated by South African music in 2023, 80% was pocketed by multinationals. Amapiano is at the height of its popularity around the world, but the money it generates lands far from the townships where it was born.
Servan Ahougnon
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