Amapiano continues to gather momentum, with stakeholders advocating for increased financial support and recognition for the genre’s artists. At the Proudly South African annual Buy Local Summit and Expo, key figures in the industry highlighted the need for more resources to sustain the genre’s growth and impact.
Thulani Maduse, a prominent promoter and panelist at the event, emphasized the importance of financial backing from both the government and corporate entities to elevate Amapiano to its full potential. He stressed the need for South African Amapiano shows to be hosted internationally, showcasing the genre’s cultural significance on a global stage.
Maduse stated, “What is missing from my point is support from the government to pay attention to music as much as they pay attention to sports and also give money to artists. Something must happen from Sisi Happy (chief marketing officer at Proudly South African) to give us money.”
Choreographer Bontle Modiselle echoed Maduse’s sentiments, highlighting the achievements of the Amapiano movement despite the lack of government support. She emphasized the need for a proactive government that prioritizes investment in the arts, recognizing the potential for Amapiano to generate generational wealth.
Modiselle remarked, “Every single sector, department, and discipline needs money; it’s simple as that. If we have a more proactive government and not reactive, that for us will be completely life-changing.”
Mzwakhe Mbuli, known as Robot Boii, shared his personal experience of how Amapiano has transformed his career and created employment opportunities. He emphasized the genre’s role in job creation and international exposure, underscoring its potential to uplift communities and individuals.
“I have been able to create jobs within my team and add more people to the roster of the employed people under Robot Boii because of Amapiano,” said Robot Boii. “I get to travel, me seeing people get their visas and passports and see the world outside is my personal experience because of Amapiano.”
The Proudly South African Expo serves as a platform for collaboration and innovation, bringing together stakeholders from various sectors to drive localisation efforts. As the Amapiano continues to thrive, discussions surrounding financial support and recognition remain crucial for its sustained growth and global impact.
