South African artists earned R400 million in royalties from Spotify in 2024—a 54% increase compared to the previous year. This milestone reflects a local success story and a broader shift in the global music industry, where African sounds are gaining unprecedented traction and revenue potential.
Spotify revealed that South African music now features in over 220 million user-generated playlists globally, with listeners streaming over 600,000 hours of it every day. The platform’s Sub-Saharan Africa head, Jocelyne Muhutu-Remy, described this growth as “an excellent evolution,” particularly as more mid-tier and upcoming artists begin to generate consistent income.
Over the last three years, music exports from South Africa have grown by 104%, driven by global interest in genres like Amapiano and Afrobeats. This demand is translating into real earnings—Spotify said the number of South African artists making between R100,000 and R500,000 annually from its platform has doubled since 2022.
The platform is also contributing to this growth through new revenue channels. Spotify’s integration of concert ticketing and merchandise sales, for instance, has generated over $300 million globally, allowing artists to expand their income beyond streams. Efforts to lower data barriers are also underway—last year, Spotify teamed up with Orange to let users in countries like Madagascar and Mali stream without worrying about data costs.
Spotify partnered with telecommunications companies to offer data bonuses, enabling users in countries like the Democratic Republic of Congo, Guinea, Madagascar, and Mali to access its vast music library without data concerns. Such collaborations aim to make music more accessible and support artists by expanding their reach.
While the spotlight remains on South Africa, Spotify’s latest earnings data shows a continent-wide trend. Nigerian artists, for instance, earned more than ₦58 billion (approximately $38 million) from Spotify in 2024, more than doubling the previous year’s total. The number of Nigerian artists earning over ₦10 million has tripled since 2022, reflecting growing monetisation opportunities across Africa.
Locally, Spotify’s presence has also grown. The company launched in South Africa in 2018 and has since tailored its pricing and partnerships to better serve regional users. For example, the platform recently adjusted its subscription fees for Nigerian users to keep up with market demands and deliver new features.
With international platforms now contributing significantly to artists’ incomes and digital exports climbing, South Africa’s music industry stands at a transformative point. If current trends continue, streaming could soon become one of the most sustainable income streams for African creatives.
