Spotify yog Pushing Dance Music los xav txog South Africa

Forbes tau hais rau Phiona Okumu, Spotify's Head of Music rau Sub-Saharan Africa, hais txog nws Spotify: Music That Moves phiaj los nqis tes - cov ntsiab lus tshiab qhia cov dab neeg hais txog cov suab paj nruag hauv zos hla ciam teb thiab tsim kab lis kev cai thoob ntiaj teb.

Koj tuaj yeem saib tag nrho Amapiano Spotify: Music Uas Tsiv cov yeeb yaj kiab tawm suab, muaj cov yeeb yaj kiab suav nrog DBN Gogo thiab Kamo Mphela, no.

Tus neeg tsav tsheb caij tsheb hauv South Africa tau hais tias, "nws nyuaj tsav. Peb tsis tau txais nyiaj zoo. Thiab peb koom tsis tau. Koj tuaj yeem npaj ntau txhiab tus neeg hauv WhatsApp pab pawg kom tawm tsam. Thiab tej zaum koj tuaj yeem tau txais peb lossis plaub ntawm pawg WhatsApp ua ke. "

"Tus nqi yuav nce siab rau ib lub lim tiam," nws hais. “Cov neeg siv khoom tau txais kev ceeb toom me ntsis ntawm lawv lub xov tooj. Tom qab ntawd kuv mus kuaj ob lub lis piam tom qab, thiab tag nrho cov khoom tseem khiav zoo li tsis muaj dab tsi tshwm sim. Thiab kuv yuav tsum them kuv cov nqi. "

Muaj qee yam zoo sib xws hauv cov suab paj nruag uas peb xav nyob hauv lub ntiaj teb uas muaj suab paj nruag, yog li peb yuav tsum xav kom muaj tswv yim kom muaj peev xwm ua neej nyob zoo ntawm lawv txoj haujlwm. Tom qab ntawd kev ua lag luam tsis sib faib tus nqi rau cov suab paj nruag qhov zoo sab nraud kom ze li qhov uas cov neeg sab nrauv muab txiaj ntsig yog tias koj ntxiv tag nrho cov luag nyav hauv cafés qhov twg cov pab pawg nyob ua si. Thiab qhov ntawd tawm hauv chav kawm loj ntawm cov kws ntaus suab paj nruag hobbyists lossis tawm tsam.

Amapiano, South Africa qhov kos npe ntawm kev seev cev suab paj nruag, tau yug los hauv thiab tawm tsam qhov kev tawm tsam. Forbes thiab Okumu tau hais txog cov no thiab lwm yam kev sib ntaus sib tua rau pem hauv ntej, Beyoncé, thiab hloov ib tiam ntawm cov kws ntaus nkauj los ntawm WhatsApp pawg mus rau streaming.

Forbes: Koj txoj hauj lwm yog dab tsi?

Cov Lus Qhia: Kuv ua haujlwm rau Spotify. Kuv tswj hwm pab pawg uas ua tiav cov tswv yim rau yuav ua li cas Spotify mus rau kev lag luam, peb li cas - tshwj xeeb tshaj yog - nthuav tawm rau cov neeg tsim, thiab peb coj lawv mus rau lawv cov kiv cua li cas. Playlisting yog ib feem loj.

Forbes: Koj tau txais dab tsi ntau npaum li cas yuav xav txog txoj haujlwm npau suav?

Qhov chaw: Kuv pib ua ib tus neeg sau xov xwm suab paj nruag thiab ua haujlwm li ntawd tau ntev heev, ua haujlwm ywj pheej. Kuv sau rau sawv daws, Rolling Stone, The Fader, sawv daws. Thiab tom qab ntawd kuv tau hloov mus rau blogging thaum blogging yog ib yam. Kuv pib ib phau ntawv xov xwm Afro-pop, uas yog lub ntiaj teb African kab lis kev cai site. Raws li qhov ntawd, kuv tau tsaws txoj haujlwm ntawm Apple Music, ua ntej nws xaus rau ntawm Spotify.

Forbes: Kuv pom Spotify tau ua haujlwm nrog Kendrick Lamar hauv Ghana. Koj ua documentary ua ke. Qhov ntawd poob mus li cas?

Qhov chaw: Qhov ntawd yog Kendrick nkaus xwb. Kendrick xav nyob rau lwm qhov thaum nws album tawm. Thiab qhov ntawd tau tshwm sim yog Accra, uas yog lub khw uas peb tab tom nyob tshiab. Kuv twv koj tuaj yeem hais cov hnub qub sib dhos. Nws yog lub sijhawm zoo rau peb los koom tes nrog pgLang thiab Kendrick ntawm qee yam tshwj xeeb.

Forbes: Ntau npaum li cas koj sim ua raws li kev ua tiav lossis txoj hauv kev ntawm Afrobeats rau Amapiano?

Qhov chaw: Amapiano yog ib hom kev hlub rau ntau tus, suav nrog kuv. Spotify tau ua qhov tseem ceeb hauv kev pab ua kom nws pom sab nraum South Africa. Nws yog qhov nthuav tias koj tau hais txog Afrobeats hauv kev sib piv, thiab ntawm no yog qhov kuv tau pom txog qhov ob tau tsim kho li cas.

Amapiano yog qhov txawv ntawm South African suab paj nruag, ib qho kev seev cev ntawm cov suab paj nruag, thiab kev sib raug zoo nrog Afrobeats muaj ntau ntau. Ib tug ntawm lawv yog symbiotic nyob rau hauv lub siab hais tias Afrobeats muaj lub thoob ntiaj teb lub taub hau pib thiab thoob ntiaj teb kev cai peev, txoj cai? Peb tau siv heev los pom WizKid lossis Burna Tub muag tawm chaw ntau pob hauv Asmeskas, Asia, thiab Europe, qhia thiab yeej Grammys, thiab tag nrho cov cim ntawm kev lag luam qhuas.

Nws yog qhov qub - yuav luag - rau Afrobeats.

Thiab kuv xav hais tias yog vim li cas rau qhov ntawd yog Afrobeats tau muaj trajectory nyob rau hauv lub qhov muag rau pej xeem ib pliag. Tsis yog hmo ntuj. Raws li deb rov qab li 15, 20 xyoo dhau los yog thaum zaj dab neeg ntawm niaj hnub Pop Africa tawg pib.

Tsev thiab Dance yog qhov peb ua raws li peb cov suab paj nruag pop. Nws tsuas yog hais txog seb nws yog zeitgeisty lossis tsis. Peb tau muaj sijhawm nyob qhov twg nws yog lub sijhawm rau South African seev cev suab paj nruag, tab sis nws tau heev insular.

Internet tej zaum yuav loj nyob teb chaws Europe nyob rau hauv 2008 tab sis tsis nyob rau hauv teb chaws Africa. Nws yeej tsis yog qhov twg hnub no. Qhov ntawd yog qhov kuv xav tias yog pab txhawb rau cov subcultures no los tsim lossis dhia frogging rau pem hauv ntej. Lawv nyob nraum powered los ntawm cov ntaub ntawv era.

Muaj ntau qhov kev sib pauv kab lis kev cai uas tshwm sim ntawm Afrobeats thiab Amapiano. Koj tuaj yeem hnov ​​​​nws nyob rau tam sim no nthwv dej ntawm Aftobeats uas qiv cov kos npe Amapiano log nruas qauv.

Forbes: Dab tsi yog qhov niaj hnub ntawm kev tsim cov tswv yim pom zoo li cas?

Qhov chaw: Kuv yuav tsum qhia rau koj, peb tau khiav kev sib tw rau lub Plaub Hlis 27^th, South African Freedom Day, hnub uas cim tias South Africa tau los ua kev ywj pheej, thaum peb cov neeg South Africa tuaj yeem pov npav thawj zaug. '94 yog lub xyoo tseem ceeb thaum tag nrho cov ntawd tau los ua ib yam. Nyob rau hauv '94, cov suab paj nruag uas tau nthuav dav, cov suab paj nruag ntawm cov tub ntxhais hluas yog Kwaito.

Kwaito yog dav ntseeg tias yog suab paj nruag los ntawm Amapiano nqis los. Rau kuv, nws zoo li - thaum peb tau ua cov ntaub ntawv no rau kev sib tw hauv lub Plaub Hlis dhau los no - lub sijhawm puv lub voj voog rau kev seev cev rau cov tub ntxhais hluas hauv South Africa, hauv kev nkag siab.

Kwaito tau muab qhov kev cia siab zoo ib yam, qhov kev xav ntawm peb nyob hauv lub caij nyoog tshiab tam sim no. Ntawm no hauv 2022, nws yog ib hom kev ywj pheej sib txawv uas peb tab tom nrhiav rau kev muaj tswv yim. Suab paj nruag yog li ntawd dawb do discoverable. Nws ua rau lub sijhawm rau tus tsim hauv South Africa thiab hauv Africa uas dav dua.

Forbes: Nws zoo li ua pa. Muaj ib qho inhale, ib qho exhale, thiab ib tug qauv ntawm lawv.

Qhov chaw: Raws nraim. Thiab tom qab ntawd qee tus neeg nyiam Drake tuaj nrog, nrog nws cov nkauj tshiab kawg, thiab tso tawm Dub Coffee tus thawj coj tsim tawm tag nrho - uas yog Afro-tech album. Cov suab thiab cov qauv yeej muaj feem cuam tshuam. Yog li, rau kuv nws tso roj rau lub tswv yim ntawm kev cuam tshuam South African seev cev suab paj nruag muaj nyob rau thoob ntiaj teb pop.

Thaum Beyoncé zaj nkauj "Tso Kuv Tus Ntsuj Plig" tawm los muaj ntau qhov kev sib tham nyob ib puag ncig nws. Nws tsis yog South African nkauj los ntawm ib qho kev ncab, tab sis kuv xav zoo li South Africans ntawm ib tiam neeg tej zaum yuav nkag siab nws zaj nkauj thiab cov lus qhia no ntau dua li leej twg vim peb tau coj peb cov lus los ntawm qee yam kev seev cev suab paj nruag hauv nineties. Cov neeg tsim khoom zoo li Steve "Silk" Hurley thiab 12-nti sib xyaw tau nyob hauv xov tooj cua raws li suab paj nruag pop.

Thaum peb muaj Kabza De Small ntawm daim ntawv tshaj tawm hauv New York, peb kuj muaj nws ntawm lub npog ntawm Mint. Mint yog qhov kev ua las voos loj tshaj plaws hauv ntiaj teb. Nws yog qhov loj tshaj plaws seev cev playlist ntawm Spotify. Thiab rau peb, nqe lus yog Amapiano tuaj yeem sib cav rau txhua lub sijhawm tseem ceeb hauv kev seev cev suab paj nruag.

Peb muaj peev xwm qhib qhov kev sib tham ntawm lub suab seev cev tiag tiag txhais tau li cas, nws tuaj ntawm qhov twg, thiab leej twg yog tus koom nrog hauv qhov chaw ntawd.

Kev seev cev seev cev yuav tsum yog qhov chaw sawv cev rau cov neeg tsim khoom thoob plaws ntiaj teb. South Africa yog ib lub npe nrov rau kev seev cev seev cev. Peb yuav tsum tau ua si hauv lub ntsiab ntawm kev seev cev suab paj nruag.

Forbes: Kuv twv nws nyuaj kom tau txais cov suab paj nruag los ntawm qhov chaw Amapiano ua pa - cov koom haum - mus rau Spotify.

Qhov chaw: Dab tsi feem ntau yuav tshwm sim nrog Amapiano cov kws ua yeeb yam yog lawv yuav ua nkauj rau hnub Monday, sim nws tawm. Thiab tom qab ntawd cia siab tias, los ntawm hnub Friday, nws tau ua kom txaus buzz nyob rau hauv WhatsApps kom lawv tuaj yeem tau txais kev booking rau gigs rau hnub Saturday thiab hnub Sunday thiab lwm yam, tsis quav ntsej txhua yam ua nrog streaming thiab faib thiab tag nrho cov ntawd. Covid tau ua pov thawj tias tsis muaj kev ruaj ntseg. Yog li txhua yam hloov pauv.

Forbes: Amapiano ua li cas los ntawm cov lej ntawm Spotify?

Qhov chaw: Muaj kev mloog zoo dua hauv Nyij Pooj piv txwv, ntawm txhua qhov chaw. Amapiano ntaus ib txhiab kwj thaum Lub Xya Hli. Nws yog tam sim no nyob ntawm ntau dua 1.4 billion thoob ntiaj teb txhua lub sijhawm kwj ntawm lub platform - uas yog vwm rau ib hom ntawv uas tsis zoo li ntawm lub platform peb xyoos dhau los.

Qhov kev sib tham no tau raug kho thiab condensed kom meej.