Amapiano Hit Makers Secure The Bag With Tik Tok. Amapiano is currently the most streamed and biggest sound to come out of South Africa and it birthed many musicians and dance challenges under that genre, creating an opportunity for brands and digital platforms to take an advantage of it the best way how.
As a result, TikTok has signed a licensing deal that will ensure that some musicians including amapiano hit-makers receive royalties when their tunes are used on the platform. In 2020, amapiano genre was a hot trend on the platform and garnered over 181 million views. The multi-year agreement was signed between the leading short-form video platform and the Southern African Music Rights Organisation (Samro) as well as Composers Authors and Publishers Association (Capasso).
“TikTok is delighted to enter into this agreement with Samro and Capasso, ensuring that songwriters, composers and publishers across Africa can benefit when their music is used on TikTok. This is an exciting region for us with a huge pool of incredible talent, and we look forward to connecting them with our global audience,” said Jordan Lowy, head of music publishing licensing and partnerships at TikTok.
Wiseman Ngubo, the Capasso chief operations officer said: “We are happy to have reached an agreement with TikTok in order to ensure that Pan African songwriters are taken care of on the platform. As a social music platform, TikTok has revolutionised how we engage and consume music. TikTok allows fans to co-create, contextualise and re-interpret their favourite songs alongside their favourite artists and drives engagement and a deeper appreciation of songs in an era when music consumption is increasingly divorced from context. With the increasing spotlight on African music, more African songwriters are poised to reach global superstar status and TikTok will play a major role in showcasing their talents to the world.”
