As South Africa celebrated Mandela Day, the 2nd annual Amapiano Africa Summit took place in Newton, Johannesburg, from July 18th to 20th. The event kicked off with a delightful gala dinner to welcome guests and media, setting the stage for an engaging experience. Exhibitors from the music culture were invited to showcase their businesses in fashion, visual arts, and various services.
Day two featured captivating discussions on topics such as the evolution of Amapiano, its international impact, and the relationship between Amapiano and dance culture, along with advertising and brand experiences. Insights were shared by notable speakers including Moonchild, DJ Sabby, Mandla Holomisa, John Junior, Andile Mqwebu, and many others. Attendees were encouraged to take notes and network actively.
Moonchild emphasized the importance of collaboration and staying relevant in the industry, stating, “People are not eager to learn what younger individuals are contributing, so you have to stay relevant, collaborate globally, and know what you stand for.”
During a Q&A session, an audience member asked John Junior from Amafest about the challenges of hosting Amapiano festivals outside South Africa. John responded, “Amafest serves as a social hub for South Africans to unite and celebrate their love for music. In the UK, particularly London, the special aspect of Amafest is the massive Southern African community. We’ve created a social hub in a fresh way, and since 2021, attendance has grown from 4,000 to even larger numbers now.”
But what does it take for an artist to get booked? Relevance is key; it requires significant investment, a strong social media presence, and analytics that reflect your status, whether you’re an A-lister or a B-lister.
One fundamental point raised was that Amapiano is making South Africa an attractive destination. This was exciting because we immersed ourselves in our environment, curating it to activate the city with various tourist attractions. However, one question remains: how do we ensure Amapiano continues to grow within South Africa?
Andile Mqwebu, a cultural representative and brand developer for Amapianoversuseverybody, shared valuable insights on the global role of Amapiano. She stated, “Partnering with events like Afrofest, Amafest, Pianoland, and others promotes Amapiano. We’re also focusing on merchandising and establishing flagship stores, like our one in Detroit, and maintaining relationships with artists.”
The collaboration between tourism and music enhances the global cultural footprint. South Africa boasts stunning coastlines, beach holidays, and safari trips that complement its year-round pleasant weather. Mandla Holomisa from SA Tourism noted, “South African tourism creates environments that align with Amapiano and exciting venues, developing packages that blend sound with culture.”
On the final day, the summit addressed topics such as job opportunities in Amapiano and effective money management. Industry leaders like Zeus Omega, TK Ngciza, Fanele Chabalala, Andre Le Roux, and Colleen Malatjie shared their expertise. A recurring theme among the panel was the emphasis on activity—seeking gig bookings beyond clubs, expanding reach outside the province, understanding TikTok numbers, and maintaining growth and consistency.
To manage finances effectively, artists must research various funding options which includes the department of arts and culture. The drive for creativity should surpass the desire for luxury items. It’s essential for artists to optimize their time on social media and believe in their potential. Both emerging and established artists should focus on their image, adhering to the notion that “drip is forever,” while investing time in education and self-belief. Thulani Way, the founder of the Amapiano Africa Summit, closed the event with impactful remarks: “Be authentic; it’s better to be rejected for who you are than to create a facade. Visualize your future, set goals, act fearlessly, and don’t let your ego hinder you. Most importantly, remain teachable and continue breaking boundaries.”
The Amapiano Africa Summit is set to return in July 2025, aiming to educate and expand the Amapiano community. With or without you, Amapiano is destined for global recognition.
Written by Caroline Sisipho Nyamela
