Speaking to South Africa’s largest audience meant speaking in their language – music. Recognising that KZN and the broader Zulu nation remain one of Spotify’s most untapped markets, we saw an opportunity to connect with the country’s biggest demographic in a way that honoured both their culture and their music.

Our insight: the genres we love don’t just sit on our playlists – they shape who we are. They become as ingrained in us as our cultural identity, showing up in our personalities, our conversations, even our everyday expressions.

So, we built radio ads that didn’t just talk about music – they spoke like the music. For the SA Gospel playlist, the script was delivered in a vayi-vayi cadence, mirroring the way gospel is sung and celebrated across South Africa. Through clever dialogue and nuanced delivery, each piece wove the essence of the genre into the storytelling itself.
The result: an authentic reminder to listeners that their passion for music is shared, celebrated, and always at home on Spotify.