Amapiano is a South African musical sub-genre that mixes together elements of deep house, jazz and traditional African long drum bass lines. It has moved from local parties to the top charts worldwide in a very short period of time. The genre began in Johannesburg and Pretoria and is now influencing playlists on all major streaming services such as Spotify, Apple Music and TikTok.
Unlike previous African crossover genres that have been largely driven by Afrobeats, the notable difference between Amapiano and Afrobeats is that Amapiano features a slower tempo with an hypnotic beat and a groove that can be easily adapted in different genres including pop, R&B and hip hop, thus allowing international recording artists the ability to experiment with different sounds without completely alienating their core audience.
Tyla and the Mainstream Breakthrough
The turning point for the global popularity of Amapiano took place when Tyla dropped her hit song “Water.” The track was produced in the Amapiano style and because it has the traditional log drum bounce unique to Amapiano, she brought millions of new listeners to the genre. Tyla received numerous high chart positions for her record both in the US and the UK, which led to millions practicing her viral dance challenges, thus establishing Tyla as a prime example of the commercial viability of the Amapiano genre.
Global Artists Embracing the Sound
The incorporation of amapiano into mainstream music has started to take shape through collaborations between major producers/artists. They have combined log drums underneath popular musical notes, and DJs have remixed major label songs with the use of amapiano rhythms to create more streaming appeal for their listeners.
With the influx of new collaborations between African music producers and major Western pop acts, there is evidence that this is a structural change as opposed to a temporary trend. There are now many record label companies that are searching for South African producers in recognition of how well the genre has captured viral engagement through its distribution channels.
Streaming, TikTok, and Algorithm Power
Amapiano continues to do well in today’s digitally sound-filled streaming world. Its repetitive hook and dance-based beats have positioned themselves extremely well in the area of short-format video platforms, while the TikTok dance challenge format has greatly increased exposure and helped to catapult many amapiano songs onto important curated global playlists.
The increase in search activity of the terms “amapiano songs,” “Tyla Water dance,” and “South African dance music” reflects the continual rise in worldwide attention and curiosity surrounding the genre. The digital-first growth model of amapiano has enabled it to surpass traditional gatekeepers.
The Bigger Industry Impact
Amapiano’s success on the charts shows the trend toward decentralising the worldwide influence of pop music. African dance music has stopped following the lead of Western music, and now African music sets the trend.
With artists like Tyla now successfully performing in different countries, amapiano will increasingly lead the way for future global pop production artists. This means that wherever we see dominant sounds emerging will only happen if we are willing to accept that they can originate and extend out of Africa.
