From Townships to the World: Exploring the Global Phenomenon of Amapiano with Spotify

Amapiano, the infectious sound from South Africa that rose to fame during the pandemic, continues to seduce music enthusiasts across the globe with its mesmerizing rhythm. But what is the fascinating tale behind this musical marvel? In a quest to uncover the origins and intricacies of Amapiano, Spotify enlisted a team of journalists and content creators, including Vanessa Obioha, to embark on an epic journey through the bustling streets of Pretoria, Johannesburg, and Soweto

Mamelodi, the Township Of Melodies

The tranquil streets of Mamelodi, Pretoria embraces a first-time visitor with a sense of calm. The breathtaking landscape, adorned with majestic mountains, presents the perfect backdrop for a photoshoot, while the orderly arrangement of pubs and houses on either side of the street creates a picturesque setting that evokes a feeling of a dream vacation destination. Yet, beyond the doors of these welcoming pubs, lies a treasure trove of musical tales that have recently gained momentum: Amapiano.

Mamelodi, a Sepedi word that translates to ‘Mother of Melodies,’ has a noteworthy history of underground music in South Africa. As a result, it was one of the fitting birthplaces for the Amapiano genre when it emerged.  The catchy log-drum-driven basslines and soulful piano melody are believed to have evolved from the underground music diBarcadi. This music style incorporated a dance that gained popularity on social media and ultimately paved the way for the emergence of Amapiano.

Thus, it was the perfect place to start the four-day Spotify Amapiano Tour.

In Mamelodi, we visited hotspots like Jack Budha. It was a hub for young people to explore and appreciate this unique sound in those early days. As Focalistic, an Amapiano artist who hails from Pretoria, describes it, the pub was a sanctuary from hip-hop and offered a sense of identity for the youth.

Recalling those days of visiting Jack Budha to listen to hours of Amapiano sets, Focalistic during our tour of the township said: “For us, it was an escape from the noise of hip hop at the time and a way to feel closer to our roots. Amapiano comes from a house background. I think that’s what Amapiano is all about. Just being from Africa. We are obsessed with saying things in our own voice. We want to dress in our clothes and say things in our voices and sound like ourselves.”

Though Amapiano spread to other townships and gained more popularity than its predecessor, its heart still beats strongest in Mamelodi. On Tsweu Street, just by the corner of legendary Jack Budha, locals sit outside to listen and dance to the pulsating rhythm this Sunday afternoon. It was only a matter of time before a group of youngsters entertained us with their electrifying amapiano dance moves. By the end of the day, even those who are not accustomed to Amapiano before found themselves swept up in the magic of its pulsating beat, unable to resist the urge to dance and let loose.

Soweto, Where Music and History Converge

In Soweto, the past and the present converge in a celebration of culture, history, and music. It’s a place where the legacy of the late Nelson Mandela and Bishop Desmond Tutu lives on, where the struggle against apartheid is honoured, and where the beat of Amapiano fills the air with the joy and energy of a community that has overcome adversity and continues to thrive.

The Walter Sisulu Square, where the Freedom Charter was drawn, and the Hector Pieterson Museum, which tells the story of apartheid and the 1976 Soweto Uprising, are just a few of the heritage sites that commemorate the struggles and triumphs of this vibrant community.

It was in Soweto that the tragic shooting of 12-year-old Hector Pieterson took place, an event that sparked a global outcry and exposed the inhumanity of the apartheid regime. Today, the museum that bears his name is a reminder of the sacrifices made by those who fought for freedom and justice, and his sister Antoinette, who witnessed his death, serves as a guide to visitors from around the world.

However, Soweto like Mamelodi is also a place of creativity and artistry. The township has a rich musical heritage that dates back decades, with genres like Kwaito and Kasi rap taking root here long before the rise of Amapiano. Today, Soweto is still home to some of the most talented musicians and performers in the country, with artists like Kamo Mphela bringing their unique sounds to audiences around the world.

One of the best places to experience this musical legacy is at Konka, a buzzing hotspot that’s known for its Amapiano grooves and lively atmosphere. From the moment you step inside, you’re enveloped in a sea of sound and motion, with DJs spinning beats that seem to come straight from the heart of the township itself. On this tour, DJs Maphorisa and Kabza De Small lit up the night with heart-thumping Amapiano sets that got many swaying and sweating on the dancefloor. For some of us, the thought of going back to our hotel was heartbreaking. We wished the night would never end.

Dance, an Inseparable Element of Amapiano

If you ask any Amapiano enthusiast about the music genre, you would probably be told that it is more than just sounds. Amapiano is a lifestyle. It is like a siren’s call to your body, enticing it to sway and move to the rhythm of the beat. Whether you’re jamming in your car or partying it up at the club, once the beat drops, you won’t be able to resist the urge to dance.

Dance is very integral to Amapiano. They go hand in hand like yin and yang.  In fact, during the pandemic, Amapiano dance routines went viral on social media, with people all over the world grooving to the beat.

We had to visit a dance studio in Johannesburg to really capture the essence of Amapiano dance moves. To guide us through was one of the rising stars of amapiano Kamo Mphela who took the enthusiastic content creators through a dance routine.

For the 23-year-old Sowetan, dance and music are inseparable. It is the same with Amapiano. She explained that it is rare to find an Amapiano artist who doesn’t bust a move along with their beat. Just like the late pop legend Michael Jackson was known for his music and dance, so are Amapiano artists.

But the best part about Amapiano is that you don’t even have to understand the lyrics to get into the groove. As long as that beat keeps pumping, your body will follow. It’s like magic!

The Magic of the Beat

For the last leg of the tour, we visited a recording studio to see how Amapiano is produced. DJ Maphorisa, widely regarded as the father of Amapiano, was on hand to guide us through the process, from the log-drum-driven basslines to the soulful piano melodies that characterize the genre. The last time some of us saw him was at a distance in Konka. But being in the studio where the only thing separating him from us was a screen was a different level of experience. And most of us could not hide it. But as bright-eyed students, we glued our eyes to the monitor in front of us and watched him wave his magic wand.

Amapiano has some elements that give it its uniqueness. They include the log drum and the shakers. We watched in awe as DJ Maphorisa built the sound from scratch, layering melodies, beats, and rhythms until it became a cohesive whole.

But the real magic happened when Nigerian electro-fusion singer, Wurld, jumped on the beat and spun lyrics on the spot within minutes, not hours. Before you knew it, We were all entranced by the sound of the new song, which we nicknamed ‘Love in Soweto,’ with the South African and Ghanaian dance influencers coming up with a dance routine to match.

The production was a testament to the creative power of collaboration and the unique energy of the recording studio. And who knows? With its infectious beats and catchy melodies, it just might be a contender for the 2023 Grammys.

The Future of Amapiano

The meteoric rise of Amapiano in South Africa since 2019 has been nothing short of impressive.  This genre of music has found its place in various parts of Africa, including Nigeria and Kenya, where it is celebrated with equal enthusiasm.

 According to the global music streaming giant, Spotify, streams of the genre grew by a staggering  563% between 2019 and May 2020 on the platform. It was also the most streamed genre on the platform last year.

Although Amapiano’s roots are still strong in South Africa, it has made impressive inroads in Nigeria, where artists like Davido and Asake have incorporated the sound into their music. The United Kingdom and the United States are also significant markets for this South African export.

Despite the genre’s impressive growth, there have been ongoing discussions about preserving its unique culture and history. Focalistic and his peers have daily conversations about how to protect Amapiano’s roots while taking it global.

“It’s about how do we gatekeep, especially the culture and history so, that as much as it goes around the world, people never forget who created Amapiano.”

Kamo Mphela believes that Amapiano needs to be more assertive in its approach to achieve the same status as Afrobeats.

“Amapiano just needs to be a little more – I think we’re a little too soft. Amapiano in South Africa is about culture, and being humble to everyone, but if we really want to take it to the world, we have to be more. Wizkid and Burna Boy aren’t soft about pushing Afrobeats, they’re definitely aggressive. If we can be more aggressive with our sound, I think we can reach greater heights,” she said.

Johannesburg rising Amapiano star Young Stunna on the other hand sees no threat but believes in the collaborative power of the genre.

Spotify’s Sub-Saharan Africa Head of Music, Phiona Okumu, however, believes that Amapiano for a long time lacked legitimacy despite being around for a while.

“We didn’t have Amapiano music represented on streaming platforms, in the same way, radio wasn’t really playing it. It was literally the music of the streets. But in the way that culture always bubbles over and becomes mainstream, we saw an opportunity.

“So, from the beginning, we made sure to be really close to the culture, identifying the stars, let them stand out and making sure that they are playlisted, building relationships with them, that they engaged with the world and that’s part of the reason why you can see Amapiano blowing up in London, Toronto, New York, just because streaming makes it accessible to the public.”

The Spotify Amapiano Tour was also a part of building that future for the music genre. Okumu puts it more succinctly:

“You could never really appreciate Amapiano until you see how it is consumed and produced and enjoyed. So for us, it was just an opportunity to create a cultural immersion.”