Amapiano blows up on TikTok

THE South African music industry is a constantly evolving melting pot of genres and styles – one such genre that has seen a meteoric rise in popularity is amapiano.

With local listeners embracing amapiano, it’s no surprise that it has also exploded on the world’s leading destination for short-form mobile video, TikTok. In fact, #amapiano has reached over 73 million views on TikTok, and the local music phenomenon has taken the platform by storm with new and established musicians sharing their hottest tracks with the global community.

Amapiano – a genre of electronic dance music that combines melodious piano tunes with drum and bass sounds.

Each week there is a new amapiano song trending on TikTok and arguably the most popular artists on TikTok includes artists such as DJ Maphorisa, Kabza De Small, DJ Sumbody and Moonchild Sanelly.

Boniswa Sidwaba, TikTok content operations manager, Africa said music has always been a special part of TikTok’s creative DNA.

“To promote amapiano specifically, TikTok has a dedicated in-app amapiano playlist within the sounds page that features new and popular amapiano music,” she said.

In addition to in-app activities, Sidwaba explained that as part of its local strategy, “TikTok also works directly with amapiano artists and local record labels to help promote music on the platform. We do this through TikTok challenges, looking out for songs that have the potential to trend.

Recently, the amapiano song titled I Don’t Know, by upcoming amapiano artist Xavier, went viral on TikTok with the #idontknowifiknow challenge which currently sits at 8.4 million views. The song had TikTok users create funny memes to the song’s line “I don’t know if I know but I think I know I don’t know”.

“It is safe to say that TikTok is changing the general music industry in Africa, and all over the world,” said Sidwaba.