Apple Music has rolled out a new outlet to highlight the rapidly rising dance music community in Africa.
Isgubhu will highlight a number of popular African subgenres including Gqom, Amapiano, Kwaito, Mzansi House, and Shangaan Electro. Fittingly, the term “Isgubhu” comes from a Zulu word meaning “beat.”
Isgubhu will furthermore host a number of playlists to assist in the music discovery process and to spotlight the continent’s power players rising to the forefront. One such playlist, “Spotlight On” will focus upon South Africa’s burgeoning label ecosystem. Meanwhile, “Isgubhu Voices” will spotlight dance music tracks with vocal features. The playlist has debuted with South Africa’s own Black Coffee featured on the cover art, who just released his hotly-anticipated Sophomore album, Subconsciously, yesterday.
Apple Music is targeting to attain its next wave of growth by making important investments in the African streaming market.