Amapiano Producers Introduce New Indian-Amapiano Sub-genre. Amapiano is much more than just a hybrid of deep house, jazz piano and lounge. The music industry has changed dramatically over the last decade. Record sales have plummeted and the way people listen to music has shifted. Artists rely heavily on streaming services and social media to promote their music. Some have found success in this new landscape, while some are still figuring it out.
Amapiano remains unshakeable despite predictions that it won’t survive a couple of years. Producers have decided to shock critics with their innovation as they are evidently putting extra effort to make the genre stay alive for as long as they can eat from it together with the following generation.
Another supposed sub-genre has been birthed and it’s gradually taking over streets, gigs, and clubs. SA producer Ice Beat Slide and Tyler ICU have successfully combined Amapiano with the common Indian sound.
A few persons who have heard the combo are yet to get over it, as Mr JazziQ and a few friends have been spotted dancing to the song continuously. An example of the Indian-Amapiano sound is a song by Ice Beats Slide, Troy Willmake featuring Tyler ICU, titled My Friend. Imagine you serving your usual Amapaino dance moves, then spiced with an Indian move – You’re set to shake places.
It is estimated that South Africans earn $3 800 (R65 000) per million plays on Spotify and $7 800 per million on Apple Music. This translates to roughly 5c per stream on Spotify and 11c a stream on Apple Music.
Music streaming service Deezer’s latest figures reveal that amapiano — Zulu for “the pianos”— was the number one streamed playlist in South Africa last year, seeing a 115% increase in total streams.
The sound is basically slowed-down house music with keyboard and beautiful log drum — a raw bassline with a kick drum effect that is merged with jazz, hip-hop, soul, house, bacardi, kwaito, lounge etc. Some credit Tumelo “Force” Mabe and Tumelo “Maero” Nedondwe, known as MFR Souls, with being the pioneers of this sound.
