Maskandi, the soulful folk genre rooted in Zulu storytelling, is experiencing a dazzling renaissance, emerging as the country’s fastest-growing sound on the audio streaming platform Spotify over the past two years.
Originating in the rural heartlands of KwaZulu-Natal, this vibrant genre has long resonated with traditional audiences.
Urban Gen Zs are now embracing maskandi, as artists blend its soulful rhythms with amapiano, gospel, and hip-hop, providing a powerful way to reconnect with their heritage and celebrate their cultural identity.
Younger listeners are responding positively to maskandi’s modern evolution, with nearly half of its Spotify audience being under 35 years old.
Blending cultural pride with global flair
The Bhinca Nation playlist, Spotify’s hub for the genre’s hottest tracks, has exploded in popularity, averaging over 2-million monthly plays and growing by a staggering 3 000% since 2022.
This surge reflects a generation hungry for music that blends cultural pride with global flair.
According to the Swedish media service provider, the genre’s leading artists are riding this wave of enthusiasm.
Fusion trailblazers like Umafikizolo, Mshinwemali, and Sminofu have seen their streams skyrocket by 897%, 495%, and 258%, respectively, since 2023.
Established stars Inkos’yamagcokama and Mzukulu continue to dominate, with stream increases of 86% and 79%, while newcomers Limit Nala and Menzi Music are quickly making their mark.
Commitment to uplift artists
As maskandi’s revival gains momentum, Spotify said it was committed to uplifting artists, fostering deeper connections with loyal fans, and introducing the genre to global audiences.
In partnership with the Consumer Insights Agency, Spotify recently commissioned a report exploring the trends driving this resurgence.
The report reveals six key forces that are shaping the future of maskandi, reimagining this age-old art form for a new generation.
- Urban youth are reclaiming maskandi;
- The gender gap is glaring but shifting, and young women are advocating for representation through social media;
- Generation fusion is expanding, and maskandi is blending with other genres such as amapiano;
- Maskandi events anchor communities through live experience;
- Bhinca fashion is building a lifestyle identity, and
- Visual identity is going global, where artists are investing in visual quality.
Spotify is a cultural catalyst
Phiona Okumu, Spotify sub-Saharan Africa’s head of music, said: “Spotify is more than a streaming platform; it is a cultural catalyst.
“We are 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.”
From rural roots to urban airwaves, maskandi’s fusion of tradition and innovation is capturing hearts across South Africa.
As Gen Z embraces this genre, it is clear that maskandi is not just music; it is a celebration of identity, a bridge between past and present, and a bold statement of cultural fluency.
