iPendoring 2025 Finalists

Maskandi 2.0 - The Breakup

Machine_ + Publicis Groupe Africa + Aquanote Productions

Client / Brand
Spotify Africa

Entry Title
Maskandi 2.0 - The Breakup

Description (View/Hide)
Maskandi has always been loved, but rarely given space. For decades, this proudly South African genre has been pushed to the margins – heard mainly in taxi ranks, on campuses, at shisanyamas and taverns. Yet for its fans, Maskandi is more than music: it’s identity, healing, and celebration.
 
This is where Spotify stepped in. By opening up the genre to stream anytime, anywhere, we gave Maskandi lovers the freedom to take their soundtrack with them – uninterrupted. Whether navigating heartbreak, welcoming a child into the world, or tying the knot, Maskandi is now always within reach.
 
With Spotify, the sound of Maskandi is no longer confined. It’s carried everywhere – proudly, loudly, endlessly.

Entered In

Machine_ + Publicis Groupe Africa + Aquanote Productions

Client / Brand
Spotify Africa

Entry Title
Maskandi 2.0 - The Breakup

Description (View/Hide)
Maskandi has always been loved, but rarely given space. For decades, this proudly South African genre has been pushed to the margins – heard mainly in taxi ranks, on campuses, at shisanyamas and taverns. Yet for its fans, Maskandi is more than music: it’s identity, healing, and celebration.
 
This is where Spotify stepped in. By opening up the genre to stream anytime, anywhere, we gave Maskandi lovers the freedom to take their soundtrack with them – uninterrupted. Whether navigating heartbreak, welcoming a child into the world, or tying the knot, Maskandi is now always within reach.
 
With Spotify, the sound of Maskandi is no longer confined. It’s carried everywhere – proudly, loudly, endlessly.

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