iPendoring 2025 Finalists

Maskandi 1.0 – 99 Problems

Machine_

Client / Brand
Spotify Africa

Entry Title
Maskandi 1.0 – 99 Problems

Description (View/Hide)
Maskandi carries deep cultural roots and a fiercely loyal following. Its listeners can never get enough, yet access to the music has often been limited. Traditionally, Maskandi has thrived in very specific spaces – taxi ranks, university campuses, shisanyamas, and taverns. These are the places where the sound lives loudly, where fans connect with it openly and proudly.

But outside of these spaces, Maskandi becomes harder to find. At clubs, social gatherings, or even in their own homes, fans are often left with little choice but to turn to other genres that dominate those environments. This creates a gap between the music they love and the spaces they spend most of their time in.

Spotify closes that gap. With the platform, Maskandi lovers no longer need to wait for the right place or moment to enjoy their genre. Anytime, anywhere, they can open the app and step directly into the world of the music that defines them. Beyond the taxi rank, beyond the tavern, beyond the shisanyama – Spotify gives listeners control, choice, and uninterrupted access to their culture, making Maskandi part of everyday life.

Entered In

Machine_

Client / Brand
Spotify Africa

Entry Title
Maskandi 1.0 – 99 Problems

Description (View/Hide)
Maskandi carries deep cultural roots and a fiercely loyal following. Its listeners can never get enough, yet access to the music has often been limited. Traditionally, Maskandi has thrived in very specific spaces – taxi ranks, university campuses, shisanyamas, and taverns. These are the places where the sound lives loudly, where fans connect with it openly and proudly.

But outside of these spaces, Maskandi becomes harder to find. At clubs, social gatherings, or even in their own homes, fans are often left with little choice but to turn to other genres that dominate those environments. This creates a gap between the music they love and the spaces they spend most of their time in.

Spotify closes that gap. With the platform, Maskandi lovers no longer need to wait for the right place or moment to enjoy their genre. Anytime, anywhere, they can open the app and step directly into the world of the music that defines them. Beyond the taxi rank, beyond the tavern, beyond the shisanyama – Spotify gives listeners control, choice, and uninterrupted access to their culture, making Maskandi part of everyday life.

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