What happens when an age-old Zulu genre meets the sound of a generation? You get Maskandi. Reimagined, remixed and resonating like never before.
Spotify data reveals that Maskandi has become South Africa’s fastest-growing genre over the past two years, with nearly half of its listeners under the age of 35. Once considered a rural art form rooted in Zulu storytelling, the genre is undergoing a transformation led by Gen Z artists blending it with Amapiano, gospel, and hip-hop. The result is a vibrant new sound—and a cultural revival.
Spotify’s Bhinca Nation playlist, the go-to destination for contemporary Maskandi, has grown more than 3,000% since 2022 and now averages over 2 million streams each month. Additional playlists like Zulu Love Letter and Khuphuka! further showcase the genre’s expanding creative range.
This surge in listening has translated into significant gains for both legacy artists and new voices. Since 2023:
- Umafikizolo has seen streams rise by 897%
- Mshinwemali is up 495%
- Sminofu has jumped 258%
- Inkos’yamagcokama and Mzukulu
have grown by 86% and 79%, respectively - Emerging acts like LIMIT NALA and MENZI MUSIC are quickly gaining traction
These shifts signal more than just a genre revival—they point to a generational movement anchored in pride, experimentation, and identity. To better understand what’s driving this evolution, Spotify partnered with the Consumer Insights Agency to commission a report on the six key trends shaping Maskandi’s future.
“Spotify is more than a streaming platform—it’s a cultural catalyst,” said Phiona Okumu, Head of Music, Spotify Sub-Sarahan Africa. “We’re proud to support a new era of Maskandi artists and fans who are redefining what it means to be proudly Zulu in a global music world. We look forward to doing more work in this genre”
Explore the full report and learn more about the new wave of Maskandi here.
