Elements that propelled amapiano to its rapid ascent on the global stage
In 2020, amapiano went beyond the borders of the southern part of Africa, as artists and producers from other parts of Africa began to lay their creative hands on the genre.
As South Africans celebrate the festive season with lots of fun and dance moves, it is worth acknowledging the elements that have propelled amapiano to its rapid ascent on the global stage.
Amapiano is a musical force to be reckoned with. Originating from Gauteng, amapiano has quickly become a subgenre of South African house music, following in the footsteps of kwaito, gqom, and bacardi.
According to Amapiano Music Library, the credit for this new sound goes to the innovative music producers who experimented with the genre in the townships of Johannesburg and Pretoria.
They shared their works through WhatsApp groups, repeating the process again and again until amapiano caught on internationally in 2019.
Some of the South African artists who shaped the amapiano sound into what it is today include Kabza De Small, Sha Sha, Samthing Soweto, MFR Souls, JazziDisciples, Virgo Deep, and Semi Tee, to name a few.
In 2020, amapiano went beyond the borders of the Southern part of Africa, as artists and producers from other parts of Africa began to lay their creative hands on the genre.
Amapiano is not only deeply rooted in South Africa, but it is also an African culture now.
According to Vanashree Govender, media and communications manager at Huawei South Africa, amapiano has become a transformative cultural exchange in the global music landscape. It is a uniquely South African sound that has captivated audiences worldwide.
“South African artists, like DJ Maphorisa, Kabza De Small, Focalistic, Young Stunna, and DBN Gogo have taken amapiano from the streets of South African townships and popularised the genre on the international stage.x
“Amapiano’s global recognition has seen artists as big as Beyonce incorporate elements of Amapiano’s sound into their recent songs and albums, while high-profile celebrities, such as Jamie Foxx have also spoken about being fans of the genre.
“This wave of South African talent has not only reshaped the global music scene but has also broken down cultural barriers and increased access to local talent.
“While a number of factors, such as the growing global curiosity about African culture (as seen in the rise of AfroBeats), have played a part, there is no denying that technology has played a significant role in amplifying Amapiano’s reach.”
Govender says technology played a significant role in the rise of the amapiano music genre by:
- Rising connectivity and falling costs help take amapiano to the world
Amapiano music has gained global attention through the help of technology, particularly social media and streaming platforms.
Social media has allowed artists worldwide to connect with each other and build their profiles. The first amapiano songs were shared through instant messaging and social media.
Streaming platforms have also played a significant role in promoting amapiano music, as it allows artists to upload their music and be heard by a global audience.
This has given them the chance to generate income without the need for a major label. Amapiano artists have maximised the use of technology, especially during the pandemic lockdown, to reach their audience and promote their music.
With clubs closed, DJs started putting out amapiano sets on video streaming platforms, further amplifying the genre’s global presence.
World Bank data shows that 72% of South Africans now have access to the internet, compared to just 24% in 2010.
In the same period, mobile data prices plummeted (and continue to fall). High-speed fixed-line broadband costs have also fallen, with more and more township users now able to access uncapped fibre.
As a result, previously marginalised people are able to access global communities and share their cultural heritages with those communities.
- 5G and the future of digital cultural exchanges
As connective technologies continue to evolve, that ability to facilitate digital cultural exchanges will only grow.
The growth of 5G is important in this regard because it can transform how South Africans use the internet.
With its high speed and low latency, 5G has the potential to bring new and innovative ways for artists, producers, and cultural practitioners to use technology.
Although 5G is still developing, its growth is accelerating. Once it becomes widespread, it will undoubtedly be used by artists, producers and other cultural practitioners to create new experiences. For example, people could experience the top amapiano clubs in South Africa in virtual reality (VR). Additionally, augmented reality (AR) tours of amapiano hotspots could lead to new tourism opportunities. And this is just one genre of music.
- The confluence of culture and connectivity
Technology has played a significant role in the rise of amapiano’s global prominence.
This emphasises how technology helps to share and preserve cultural heritage. As technology continues to evolve, we can expect a more interconnected and culturally rich global community.
