SA: Spotify reveals emerging trends in Limpopo music scene

Spotify says artists hailing from the region are experiencing unprecedented success, with a notable surge in visibility across various platforms. Notably, music by local artists Pleasure Tsa Manyalo and Maredi Maredi, a hallmark of Sepedi weddings and a cultural mainstay in Limpopo, is gaining traction.

According to insights from Spotify, Pleasure Tsa Manyalo and Maredi Maredi witnessed a significant spike in daily streams between 25 and 31 December 2023, coinciding with festive celebrations beyond traditional wedding events. The data show that these peaks occurred predominantly between 4pm and 7pm, attracting a substantial audience, particularly from the millennial demographic, which accounted for over 46% of listeners for each artist. Gender wise, Maredi Maredi’s audience showed a male skew, comprising 60% male listeners, whereas Pleasure Tsa Manyalo’s listenership was evenly split, with 56% female and 44% male listeners.

“South Africa’s diversity is visible in the music available on our platform,” Spotify artist, label and partnerships manager for South Africa Jodie Tabisher said. “Beyond songs, there are playlists dedicated to highlighting various artists and music. Limpopo Way is one of them where both Pleasure Tsa Manyalo and Maredi Maredi shine brightly.”

Despite the expectation of strong support from cities like Polokwane and Mokopane, where Sepedi is the predominant language, the data revealed surprising insights. While Polokwane is in the top five of the cities streaming these artists, populous centres like Johannesburg, Pretoria, Durban and Cape Town dominated the list.

Johannesburg and Pretoria’s strong presence was attributed to a sizable Sepedi-speaking population in these cities, while Cape Town’s inclusion in the top five is believed to be influenced by Tsa Manyalo music’s feature on SABC 1’s popular television show Skeem Saam.

Additionally, Spotify says the phenomenon of cross-regional appeal and the influence of popular media on streaming trends were further exemplified by spikes in searches for Pleasure Tsa Manyalo and Maredi Maredi. Both Pleasure Tsa Manyalo and Maredi Maredi, along with other emerging Limpopo artists, are featured in Spotify’s Limpopo Way,  the playlist showcasing the best of the region’s musical talent to a global audience.