In 2025, South Africa’s passion for music, particularly hip hop, remained strong in the digital realm. Google’s latest Year in Search report for South Africa illuminated the individuals, subjects, and trends that piqued the nation’s interest over the year. Standing out among the various artists was Emtee, the rapper from Durban, recognized as the only South African hip hop artist to make it into the top 10 most searched musicians.
Though the list was dominated by popular music and viral content, Emtee’s unique status as the sole South African representative in the hip hop genre emphasizes his lasting significance and the deep connection he nurtures with fans nationwide. He shared the top 10 with a blend of local talents such as Scotts Maphuma, Winnie Khumalo, and Naledi Aphiwe, as well as international stars like Travis Scott and Ariana Grande. Emtee’s prominence in search trends underlines a fanbase eager to stay updated on his musical releases, personal life, and cultural impact.
His visibility in search results goes beyond mere curiosity for new music. Emtee’s work has consistently generated discussions, ranging from social media trends to collaborations and public engagements. In a year punctuated by entertainment and cultural figures driving much of South Africa’s search interest, Emtee demonstrated that rap continues to play a crucial and influential role in the nation’s music scene.
The 2025 Year in Search report also reflected South Africans’ varied interests, encompassing politics, AI technology, sports, food, and entertainment. Amid this diverse landscape, Emtee’s role as the only rapper within the top searched artists highlights the growing demand for local hip hop content. This underscores the fact that South African rap is a key driver of cultural discourse, shaping trends, and dominating both online and offline discussions.
As hip hop continues to evolve in South Africa, Emtee’s digital presence indicates that he is not just keeping up; he is leading the way. His ranking on Google’s most searched list stands as evidence of his ongoing significance and the impact of South African rap on the national stage.
The complete list of the top 10 most searched artists in South Africa for 2025 is as follows:
- Scotts Maphuma
- Winnie Khumalo
- Naledi Aphiwe
- Emtee
- Nkeshemba
- Kharishma
- Shandesh
- Travis Scott
- Robbie Williams
- Ariana Grande
