Global demand pushes South African artists’ Spotify royalties to Ksh.3.9 billion

South African artists generated more than Ksh.3.9 billion (ZAR 504 million) in royalties from Spotify in 2025, marking a 28 per cent year-on-year increase as the country’s music industry continues to cement its influence on the global streaming stage.

The figures were unveiled on Wednesday last week during Spotify’s annual Loud & Clear event held at the platform’s new offices in Rosebank, Johannesburg, where the streaming giant released its latest report on music streaming economics, artist royalties and audience trends.

Spotify’s Loud & Clear initiative, launched in 2021, seeks to improve transparency around how streaming revenue is generated and distributed within the music industry.

According to the report, South African artists have nearly doubled their Spotify earnings since 2023, with independent artists and labels accounting for more than half of all royalties generated in 2025.

The report also highlighted the growing international appetite for South African music, with nearly 74 per cent of royalties generated by South African artists coming from listeners outside the country.

In 2025 alone, South African artists were discovered by first-time listeners more than 1.6 billion times on Spotify, representing a 40 per cent increase from 2024. Additionally, nearly 3,550 South African artists were added to Spotify editorial playlists during the year.

Speaking during the event, Spotify Sub-Saharan Africa Managing Director Jocelyne Muhutu-Remy said the report demonstrates the increasing global influence of South African talent.

“Loud & Clear’s report this year proves that South African artists are not only experiencing explosive growth but have solidified their position as a globally dominant creative force. Their success is driven by worldwide demand, ensuring that independent and local talent alike are being discovered by billions of listeners and taking the international stage by storm,” she said.

Locally, South African artists accounted for more than two-thirds, or 67 per cent, of tracks featured on Spotify South Africa’s Daily Top 50 playlist in 2025, underscoring strong domestic support for homegrown music.

Spotify also noted significant growth across several genres over the past five years, including cloud rap, pop country, acoustic country, pop rap and worship music.

The report further revealed that local streams of South African female artists grew by 22 per cent year-on-year, while international streams of female artists from the country increased by 20 per cent over the same period.

Music performed in Zulu also registered major growth, with royalties generated globally increasing by 37 per cent year-on-year and more than 120 per cent over the last two years.

Although Communications and Digital Technologies Minister Solly Malatsi did not attend the event physically, his statement was shared during the gathering.

In his remarks, the minister thanked Spotify for positioning South Africa as a continental hub and urged the platform to deepen investment in African talent and languages.

He also challenged Spotify to promote greater transparency, strengthen skills development across the music ecosystem and support the growth of African languages on the platform.

Responding during a panel discussion, Spotify’s Head of Music for Sub-Saharan Africa Phiona Okumu said: “This is a challenge we accept as Spotify.”

Spotify said the growth of African music reflects a broader shift in global culture, with cities such as Johannesburg, Lagos, Accra and Nairobi increasingly shaping worldwide audio consumption and entertainment trends.

The company added that its expanding presence on the continent comes with a responsibility to support African creators and amplify African voices globally.