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 nationwide, uptake in KwaZulu-Natal – the heartland of Zulu culture – lagged behind.

For a brand rooted in culture, this wasn’t just a market gap, it was a cultural imperative. Spotify needed to show up in a way that didn’t just push streams, but honoured the depth and influence of Zulu music. The task: to make Zulu listeners feel truly seen, celebrated, and at home on the platform.

Our solution was Khuphuka Nathi – “Rise with us.” A campaign that stood as both an ode and an invitation: a love letter to Zulu music and culture, and a call for listeners everywhere to embrace it. Through powerful Out-of-Home placements in the heart of KZN, we celebrated Zulu genres on their own terms, amplifying their pride, influence, and global relevance.

More than a campaign, Khuphuka Nathi became a cultural bridge – reminding the world that Zulu music doesn’t just belong to Zulu people, it belongs everywhere.