South African music remains a strong presence on the international stage, with local performers reportedly earning over R504 million from Spotify in 2025.
This information was disclosed as part of the annual Loud & Clear report, introduced at Spotify’s newly established offices in Rosebank, Johannesburg, on Tuesday.
The report indicates that the earnings for South African artists increased by 28% compared to the previous year, nearly doubling since 2023.
This trend underscores the rising international interest in South African music, especially genres like amapiano, Afro-pop, and hip hop, which are gaining popularity in various global markets.
Spotify also noted that independent artists and labels are claiming a larger portion of the industry’s revenue.
In fact, more than half of the royalties earned by South African musicians on the platform last year originated from independent creators, indicating a significant move away from traditional record labels.
The findings additionally showed that local music is appealing to audiences well outside South Africa.
Almost 74% of royalties earned by South African artists came from listeners abroad, highlighting the global resonance of the country’s musical offerings.
In another significant development, first-time listeners discovered South African artists on Spotify over 1.6 billion times in 2025, which marks a 40% increase from the previous year.
Additionally, around 3,550 local artists were included in Spotify editorial playlists throughout the year.
South African audiences continued to show support for local talent, with natives generating 67% of the tracks included in the Spotify South Africa Daily Top 50 playlist.
The report also highlighted the increasing influence of female artists, showing a 22% rise in streams for South African women in music locally and a 20% rise internationally compared to the previous year.
Music in isiZulu has also seen notable growth, with global royalties associated with isiZulu songs increasing by 37% over the last year and more than 120% over two years.
During the event, Spotify’s Jocelyne Muhutu-Remy commended South African artists for becoming a formidable creative influence worldwide.
“Their success is driven by worldwide demand, ensuring that independent and local talent alike are being discovered by billions of listeners and taking the international stage by storm,” she said.
Although present at the event was not possible, Solly Malatsi issued a statement acknowledging Spotify for acknowledging South Africa as a prominent creative center on the continent.
Malatsi also urged the company to enhance its support for African languages, assure transparency, and invest more in skills development within the music sector.
In a panel discussion, Spotify’s Head of Music for Sub-Saharan Africa, Phiona Okumu, responded: “This is a challenge we accept as Spotify.”
Spotify concluded by stating that African music has emerged as a significant cultural force around the world, with cities like Johannesburg, Lagos, Accra, and Nairobi contributing to the evolution of global music trends in real time.
