YouTube demonstrated its ongoing dedication to supporting South African talent by hosting a Music Day event at Artivist in Braamfontein, as part of Africa Month festivities, where it celebrated Africa’s cultural richness and promising future by highlighting the contributions of the Amapiano genre and its artists. During YouTube’s Music Day, the spotlight was on artists like Tyler ICU, Kabza De Small, Darque, and KMAT, shedding light on their unique journeys and how they are shaping the landscape of Amapiano music in South Africa and beyond. The event provided platforms for artists to engage with their audience through various interactive sessions including talks, fireside chats, Q&A segments, and musical performances.

Addy Awofisayo, Head of YouTube Music in Sub-Saharan Africa, emphasized the importance of showcasing South Africa’s musical heritage, particularly during Africa Month, stating, “Fostering environments where artists and thought leaders can converge, collaborate, and celebrate the diverse spectrum of African music is crucial for empowering and nurturing talent on the continent.”

Moderated by Siya Madikane, Google’s Communications Manager in South Africa, the event included a panel discussion with industry experts such as Temi Adejini (MD Warner Africa), Innocent Nkosi (Empire Records), and artists Tyler ICU and KMAT. The discussion explored topics ranging from music release strategies on YouTube to innovative approaches for fostering the genre’s growth and sustainability. Originating in South Africa in 2012, Amapiano has not only gained international recognition but has also significantly influenced the global music scene with its inventive blend of Deep House, Kwaito, Jazz, and Afrobeats genres.

“YouTube remains committed to placing the spotlight on Africa’s vibrant music scene and how it captivates audiences worldwide. This is evident in the fact that more than 70% of views for the top 25% of Sub-Saharan artists on the platform come from outside the continent,” said Madikane. “YouTube is dedicated to showcasing and supporting African artists, enabling them on their journey to global recognition. Through ongoing efforts, the platform has been instrumental in the discovery and nurturing of the African sound, exposing it to listeners globally,” he concluded.