South Africa’s Gen Z is Powering a Maskandi Renaissance

What happens when a deeply rooted Zulu genre is infused with the energy of today’s youth? You get a bold reinvention – Maskandi, remixed for a new era.

Once viewed as a rural, traditional art form, Maskandi is experiencing an unprecedented revival, driven by a younger generation blending its core with Amapiano, gospel, and hip-hop.

According to Spotify data, Maskandi is now South Africa’s fastest-growing genre, with nearly 50% of its listeners under the age of 35.

What was once the music of elders is now being embraced — and reshaped — by Gen Z, who are finding new ways to express identity and cultural pride through it.

Spotify’s Bhinca Nation playlist – home to contemporary Maskandi — has exploded in popularity, growing by over 3,000% since 2022. It now attracts more than 2 million streams each month. Complementary playlists like Zulu Love Letter and Khuphuka! further showcase the genre’s evolving sound and rich emotional depth.

The genre’s rising popularity is reflected in streaming numbers for both veteran and emerging artists since 2023:

• Umafikizolo – up by 897%
• Mshinwemali – up by 495%
• Sminofu – up by 258%
• Inkos’yamagcokama – up by 86%
• Mzukulu – up by 79%
• Rising stars like LIMIT NALA and MENZI MUSIC are also gaining rapid momentum

This growth reveals a genre not just surviving, but thriving – evolving through collaboration, innovation, and cross-genre experimentation.

Maskandi is a Cultural Movement Rooted in Identity

Spotify sees this resurgence as more than a musical trend – it’s a cultural shift. In collaboration with the Consumer Insights Agency, Spotify commissioned a detailed report outlining six key trends shaping the future of Maskandi. These insights reflect a broader generational desire to honour heritage while pushing creative boundaries.

“Spotify is more than a streaming platform – it’s a cultural catalyst,” says Phiona Okumu, Head of Music for Spotify Sub-Saharan Africa. “We’re proud to support the next wave of Maskandi artists and fans who are redefining what it means to be proudly Zulu in today’s global music landscape.”

Dive into the full report and discover how Maskandi is being reshaped by a new generation: one that’s fusing the past with the present – and creating the future in the process.

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