Amapiano, the vibrant musical genre hailing from South Africa, has not only captivated audiences worldwide but is also creating new opportunities for the youth. In a groundbreaking partnership, the National Youth Development Agency (NYDA) has teamed up with the leading Amapiano duo, Scorpion Kings (DJ Maphorisa and Kabza De Small), to create tangible opportunities for young individuals in the creative industry.
As part of the National Youth Service initiative, this program will involve 150 young South Africans who will gain hands-on experience within the entertainment industry. Those taking part will receive training in essential skills such as production assistance, customer service, and event planning. Additionally, a Masterclass walkabout featuring industry experts will offer ten aspiring creatives invaluable mentorship, giving them vital knowledge about the dynamics of South Africa’s flourishing music and entertainment landscape.
What makes this collaboration particularly noteworthy is its blend of structured youth engagement and the global popularity of Amapiano, a genre rooted in the townships. For many youths, Amapiano transcends mere entertainment; it embodies a lifestyle, a cultural movement, and a testament to the potential of creative expression in leading to gainful employment. The genre bridges the gap between affinity and ambition, effectively linking the NYDA with Scorpion Kings.
NYDA CEO Ndumiso Kubheka highlighted the importance of this partnership: “The cooperation between the NYDA and Scorpion Kings multiplies the value provided by the Creative and Cultural Industry in terms of job development for young people and social harmony. It is the perfect balance of passion and purpose.”
The creative sector stands as one of South Africa’s rapidly growing economic contributors; however, pathways for youth to enter this arena remain restricted. Yet, Amapiano has begun to emerge as a catalyst for change. The Scorpion Kings alone have generated over 1,000 jobs through their events, primarily employing youth and providing them with meaningful first-time work experiences. This new initiative builds on that momentum, transforming the vibrancy of the dancefloor into routes towards sustainable livelihoods.
Currently, the NYDA supports more than 4,000 youths through its creative initiatives, which includes over 330 budding artists participating in the Department of Sport, Arts and Culture’s Young Creatives Programme. This collaboration with Scorpion Kings marks a significant advancement, elevating Amapiano beyond merely a cultural phenomenon and propelling it into a powerful force for empowerment.
From its origins in township beats to its global acclaim, the narrative of Amapiano has consistently revolved around determination, unity, and artistry. Now, through this partnership, that same spirit is paving the way for brighter prospects for South Africa’s youth, illustrating that the pulse of Amapiano can drive transformation beyond just dance.
