South African Artists Thrive on Spotify, Jocelyne Muhutu-Remy States

In 2023, South African artists saw a significant surge in earnings from Spotify, totaling R256 million, which roughly equates to $14 million based on the current exchange rate. This figure represents a remarkable 240% increase since 2019 and an impressive 500% rise since 2017, according to data released by Spotify, the global streaming platform. The data also reveals a substantial increase in the number of artists earning over R100,000 in royalties solely from Spotify, with this figure growing more than fivefold since 2018.

Moreover, South African artists experienced unprecedented global exposure on Spotify, with over 735 million first-time listeners discovering their music on the platform in 2023. Additionally, nearly 2,800 South African artists were featured on Spotify’s highly sought-after editorial playlists during the same period.

The popularity of amapiano played a significant role in driving the consumption of local music in South Africa, with a remarkable 101% growth in 2023. Amapiano tracks were added to over 14 million playlists, marking a substantial 566% increase since 2018.

Despite the predominantly male-dominated landscape of the music industry, female artists gained momentum in 2023, with their average streams increasing by 49%.

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Jocelyne Muhutu-Remy States South Africans Made 14m On Spotify

Jocelyne Muhutu-Remy, managing director of Spotify sub-Saharan Africa, commented on the continuous growth of African artists’ streaming revenues, emphasizing their exceptional talent and expressing Spotify’s commitment to supporting them in earning a livelihood from their art.

Spotify attributes the robust growth of the South African music industry to increased internet penetration and the rise of music streaming platforms, enabling artists to reach a global audience, expand their fan base, and generate income from their artistic endeavors.

These insights align with Spotify’s Loud & Clear 2024 report, released in March, aimed at enhancing transparency by providing data on royalty payments and analyzing the global streaming economy for artists, fans, and the industry at large.

Furthermore, the International Federation of the Phonographic Industry’s (IFPI) 2024 Global Music Report indicates unprecedented growth in the sub-Saharan Africa music industry, surpassing a 20% revenue increase, making it the fastest-growing region globally. South Africa, in particular, remains the largest market in sub-Saharan Africa, with a growth rate of 19.9% and contributing 77% of the total regional revenue, according to IFPI.