Maskandi has become South Africa's fastest-growing genre over the past two years, according to Spotify data revealed this week.
Furthermore, even though it was once considered a rural art form rooted in Zulu storytelling, nearly half of its listeners are young people under the age of 35.
The genre is undergoing a transformation led by Gen Z artists blending it with Amapiano , gospel and hip hop. The result is a vibrant new sound - and a cultural revival, Spotify said.
Maskandi streams grow on SpotifyThe music streaming platforms main contemporary Maskandi playlist, Bhinca Nation , has grown more than 3,000 since 2022 and now averages over 2 million streams every month. Other popular playlists include Zulu Love Letter and Khuphuka!
This streaming surge has benefited Maskandi artists on Spotify. Since 2023:
- Umafikizolos streams have increased by 897.
- Mshinwemali is up 495.
- Sminofu is up 258.
- Inkos'yamagcokama and Mzukulu have grown by 86 and 79, respectively.
- Emerging acts such as LIMIT NALA and MENZI MUSIC are also gaining ground rapidly.
"Spotify is more than a streaming platform - it's a cultural catalyst," Spotify Sub-Saharan Africas Head of Music Phiona Okumu said.
"We're proud to support a new era of Maskandi artists and fans who are redefining what it means to be proudly Zulu in a global music world. We look forward to doing more work in this genre."
The data, which is based on fieldwork by Consumer Insights Agency, reveals six key trends about the genre:
- Maskandi is no longer seen as rural or outdated. Young urban Zulus are embracing it as a symbol of pride and cultural fluency.
- The genre remains male-dominated, but female artists such as Indoni and Izingane Zoma are gaining ground.
- The genre is blending with Amapiano, gospel and hip hop.
- Live experiences, such as Impucuzeko festival, are central to Maskandis resurgence.
- Urban Bhinca men express identity through style and grooming.
- Artists are investing in high-quality visuals for their music videos and cover art.
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