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Spotify Data: Gen Zs Are A Key Demographic For South African Hip-Hop

By @AtlehangMoloi on 08/21/2023 in Article

As the world marks the 50th anniversary of Hip-Hop, locally per Spotify data, South African Gen Zs between the ages of 18-24 years lead all Hip-Hop streams in South Africa with 55% of the streams. They are followed by 25–29-year-olds at 19%, with 30-55+ year-olds clocking percentages under 10%. 

From a gender perspective, South African Hip-Hop music appeals overwhelmingly to male fans more than female ones, with recorded streams of 75% versus 24% respectively.

AKA, Nasty C and Blxckie The Most Streamed SA Hip-Hop Artists 

Drake, J Cole, 21 Savage, Metro Boomin, Future, and Kendrick Lamar are the top streamed artists of the genre in South Africa. AKA, is still topping charts posthumously, as the most streamed South African Hip-Hop artist, followed by Nasty C then Blxckie.

South African Hip-Hop continues to travel locally and internationally, fuelled by streaming services. Spotify’s launch in South Africa in 2018 simultaneously birthed genre-specific playlists like Mzansi Raps, a key playlist housing South African Hip-Hop music. 

Growth 

According to a Spotify press release, the streaming platform’s flagship SA Hip-Hop playlist, Mzansi Raps has seen a 865% growth since launch and is a testament to South African Hip-Hop’s viability. The playlist gets love across the continent, counting Botswana, Nigeria, Lesotho, Kenya, and Eswatini as some of its fans. 

“Occasions like the 50th anniversary of Hip-Hop are opportunities to celebrate and honour culture-defining moments as a result of music while implementing effective programs to export our music globally. South African Hip-Hop is a force to be reckoned with; established artists like Nasty C and Blxckie are holding their own, while artists like Loatinover Pounds and Wordz are coming up, and listeners are paying attention,” says Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa.

In South Africa, most of Mzansi Raps streams come from top five cities; Johannesburg, followed by Pretoria, Durban, Cape Town, and Port Elizabeth. 

 

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