‍

The globalization of a cultural phenomenon like Amapiano underscores the increasing value of local expertise in a world dominated by cross-border exchanges. As Amapiano gains traction in cities like London, Brooklyn, and Tokyo, the need for authentic representation and understanding becomes paramount. A South African marketer, particularly a CMO or Brand Manager, who is deeply entrenched in this culture offers an invaluable perspective. Their intrinsic understanding of the genre’s roots, nuances, and evolutions enables brands to navigate this space with authenticity, ensuring that commercial engagements resonate genuinely with both new and old audiences.

‍

As Amapiano touches more people and gains more global interest and market share,  the value of a South African marketer (CMO/Brand Manager) whose deeply intrenched in the culture increase and their the demand for their expense increases as well.

‍

To understand this, you’d have to study Hip Hop’s relationship with corporate America, you’d have to understand Ben Horowitz’s relationship with Hip Hop and how he brought that to silicon valley and how that shaped Nas’s investment portfolio, If you go to Nike’s HQ today, especially their brand narrative team you’ll find hip hop heads in that department, yes they work for Nike but they are also proxies for the culture. They are not going to let a Travis Scott partnership fail, they have the insights and the first hand data into its influence.

‍

To bring this point closer to home, you’d have to look at Afrobeats as an example. Study global brand teams from Instagram, Nike, Snap, Spotify’s and you’ll find a good number of west-Africans leading brand programming. The same goes for entertainment and media companies, Def Jam hiring Tunji as it’s Chairman & CEO,  For these entities/brands to forge a connection with an increasingly growing culture they often hire a young executive from the culture to inform or lead.

‍

If you are a marketer with deep passion for culture or young people with a strong POV and an ambition to go global, I would encourage you to major in the culture of Amapiano and Afrobeats, understand the music and how it’s influencing the global consumer.

‍

Moreover, marketers act as cultural bridges, ensuring that as Amapiano goes global, its essence remains intact. Their expertise ensures that brands don’t merely appropriate the genre, but rather engage with it in a manner that is respectful, informed, and meaningful. Such genuine engagement amplifies brand messaging, making it more impactful. Thus, the demand and compensation for such marketers will naturally see a significant upswing. They will not just be marketers, but custodians of a cultural movement, guiding its global journey while preserving its soul.