Maskandi Musicians Celebrate Growth as Spotify Reveals Genre’s Rising Popularity Among Youth

Maskandi musicians across South Africa are expressing gratitude as their hard work finally gains widespread recognition. Spotify recently revealed that maskandi has become one of Mzansi’s fastest-growing music genres over the past two years, attracting an increasingly youthful audience.

Traditionally seen as a rural artform deeply rooted in isiZulu storytelling, maskandi is undergoing a dynamic transformation led by younger artists who are blending it with contemporary sounds and other music genres. Spotify’s data shows that the majority of maskandi listeners are under 35 years old, signaling a fresh wave of interest and evolution.

One clear indicator of this shift is the remarkable growth of the Bhinca Nation playlist, dedicated to contemporary maskandi. Since 2022, the playlist has seen a surge in popularity and now averages over 2 million streams each month, reflecting how maskandi is resonating with new generations.

Since 2023, fresh voices in the maskandi scene such as Umafikizolo, Mshinwemali, Sminofu, Inkos’yamagcokama, Mzukulu, Limit Nala, and Menzi Music have been dominating streaming charts. These artists are credited with modernizing the genre while preserving its cultural roots.

Menzi Music, whose real name is Menzi Mabizela and hails from uMnambithi, KwaZulu-Natal, told Daily Sun how Spotify has positively impacted maskandi artists. “I would like to appreciate the way people play our music on Spotify. That encourages us to do more. Spotify is helping us a lot because people listen to our music and leave it there unlike other platforms where people can listen and download. If people download it once, they share it and that is bad news for musicians,” he said.

Similarly, Umafikizolo (Lethukuthula Mhlongo, 24), also from uMnambithi, shared how they revamped maskandi to appeal to younger audiences. “I used to listen to all genres and learn what they sing about to get more streams. Their songs are straightforward, not like the old maskandi that was too figurative. Now, maskandi is not only about old people but about the youth,” he explained.

Inkos’yamagcokama, known off-stage as Scebi Dlamini from Msinga, highlighted how Spotify’s streaming metrics have changed how artists track their success. “Before we were counting YouTube streams, now we have moved to Spotify. We post on our social media platforms about how many streams we have reached. We are now doing a new maskandi style that is relevant to young people. We are promoting it in universities where young people are and have access to the internet,” he said.

Phiona Okumu, Spotify’s Sub-Saharan Africa Head of Music, emphasized the platform’s role beyond music streaming. “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 are looking forward to doing more work in this genre,” she said.

The rise of maskandi on Spotify highlights a significant cultural moment: a genre once perceived as niche and traditional is now being revitalized by young artists and embraced by a new, tech-savvy audience. With millions of streams each month, maskandi is not only surviving but thriving—proving that South Africa’s musical heritage continues to evolve and inspire.

As maskandi musicians celebrate this breakthrough, the genre’s future looks brighter than ever, fueled by innovation, passion, and a growing fan base eager to connect with both the past and the present through music.