Zulu people are South Africa’s largest demographic and language group, with a musical legacy that stretches from maskandi and gospel to gqom, hip hop, and Afro-pop. Yet, despite Spotify’s growth across the country, uptake in KwaZulu-Natal – the heartland of Zulu culture – lagged behind.
As a brand rooted in culture, Spotify needed to bridge that gap by celebrating and elevating Zulu music on its own terms. The challenge wasn’t just about getting streams, but about making Zulu listeners feel seen, connected, and at home on the platform.

Our solution was to create a film that serves as both an ode and an invitation: a love letter to Zulu music and culture, and a call to all who appreciate its influence. “Khuphuka nathi” – “rise with us” – invites Zulu listeners and lovers of Zulu genres to discover themselves in Spotify’s catalogue. More than just a campaign, it’s a bridge between cultures, proving that Zulu music is not only for Zulu people but for the world.