Zulu people are South Africa’s largest demographic and language group, with a musical legacy that spans maskandi, gospel, 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 about streams. It was about showing up in a way that honoured Zulu music and made listeners feel seen, celebrated, and at home on the platform.

Our solution was Khuphuka Nathi – “Rise with us.” A campaign that worked as both ode and invitation: a love letter to Zulu music and culture, and a call to the world to embrace it.

The craft of writing gave the campaign its voice. We turned to isiZulu proverbs – short, sharp carriers of wisdom – and reimagined them through the lens of music. Simple, memorable lines that connected traditional truth with modern rhythm. In doing so, the campaign treated music itself as a kind of proverb: a cultural truth that speaks across time, borders, and generations.

By keeping the language sharp, lyrical and distinctly Zulu, we created work that didn’t just sell playlists, but carried culture forward.