Entertainment
YouTube celebrates #AfricaDay with vibrant music event─── HEIDRÈ MALGAS 14:05 Thu, 23 May 2024
“If an Afrikaans artist wants to reach a broader audience, collaborating with an Amapiano artist could be beneficial and attract a global audience.”
YouTube has hosted a vibrant music day in honour of Africa Day, underscoring the global impact of African music.
The event featured insightful panel discussions with two renowned Amapiano artists, Tyler ICU and KMAT.
Amapiano, a Zulu word loosely translated as “the pianos”, is a subgenre of kwaito and house music that emerged in South Africa in the mid-2010s. It is a hybrid of deep house, jazz, and lounge music characterised by synths and wide, percussive basslines.
Addy Awofisayo, head of Music for YouTube Africa. Photo: Heidrè Malgas
Held at Artivist in Johannesburg, the event celebrated African music and culture, showcasing Amapiano’s influence on the global stage.
“Amapiano has put South Africa on the global map. It has resonated with audiences outside of South Africa; the beats can be created using any language, including Afrikaans music,” said Addy Awofisayo, head of music for YouTube Africa.
She added Amapiano sparked curiosity about South African music and its diverse genres. Now, people are eager to learn about Kwaito, Afrikaans music, and much more.
All ?? lovers! As part of our #AfricaDay celebrations, today we are hosting a #YouTubeMusicDay celebrating the electrifying sounds of Amapiano! Learn how YouTube is pushing African music forward!?? pic.twitter.com/GY9TZRK7jS
— Google in Africa (@googleafrica) May 22, 2024
“If an Afrikaans artist wants to reach a broader audience, collaborating with an Amapiano artist could be beneficial and attract a global audience,” she added.
She also highlighted the impact of YouTube videos in boosting audience engagement. Actively engaging with fans on the platform can help artists grow their following.
“There are long-form videos, like taking fans behind the scenes of a music video or a day-in-the-life video. This type of content can be beneficial for an artist and boost revenue,” she noted.
On the Decks @KabzaDeSmall_ #YouTubeMusicDay #DiscoverMyAfrica pic.twitter.com/lsmFS94HcA
— Drone Fanatic (@Bongani_RSA) May 22, 2024
She emphasised the beautiful connection people have with South African music, noting that the global response to African music has been overwhelmingly positive and heart-warming.
An audience member remarked that a person’s background greatly influences the type of music they listen to and that mixing different musical styles can create something even bigger.
The evening concluded with performances from various DJs, including Kabza de Small, KMAT, and Darque.
This annual event provides valuable insights from industry experts, giving upcoming artists a better perspective on their musical goals and growth strategies.
