In recent years, Amapiano has emerged as one of the most influential and beloved genres of music in South Africa and beyond. Known for its soulful beats, infectious rhythms, and deep house influences, Amapiano has taken over the airwaves, clubs, and even international charts.

However, as the genre grows, so does the controversy surrounding its commercialisation and the exploitation of its emerging talent.

While Amapiano has undoubtedly created opportunities for many, especially in the realm of music production and performance, it is also raising concerns about the way new artists are being treated.

Many young and upcoming Amapiano stars are finding themselves trapped in a cycle of exploitation, struggling to maintain control over their art, their earnings, and their careers.

The Rise of Amapiano: A Brief Overview

Amapiano, which blends elements of house music, jazz, and kwaito, started gaining traction in South Africa around 2012, but it wasn’t until the mid-2010s that it truly exploded in popularity. With catchy melodies and rhythmic basslines, the genre quickly became a cultural phenomenon, particularly within the youth demographic.

Artists such as Kabza De Small, DJ Maphorisa, Sha Sha, Focalistic, and Mas Musiq have made significant strides in popularising Amapiano, taking the sound from local clubs to global stages.

However, as the genre gained international recognition, the dynamics of the music industry surrounding Amapiano began to shift. Major record labels, producers, and promoters sought to capitalise on the genre’s success, sometimes at the expense of the artists who helped create it.

The Dark Side of Success: How New Amapiano Artists Are Being Exploited

While Amapiano has propelled a few artists into stardom, it has also created an environment where new artists are vulnerable to exploitation. Here are some of the key ways in which emerging talent is being taken advantage of:

1. Unfair Contracts and Royalty Disputes

One of the most pressing issues is the exploitation of new artists through unfair contracts that favour established producers and record labels. Many up-and-coming Amapiano stars sign contracts with little understanding of the terms, leaving them with little control over their music or earnings.

In many cases, these contracts take advantage of the artist’s lack of knowledge about the business side of music, resulting in long-term financial losses.

Moreover, disputes over royalty payments and ownership of intellectual property are widespread. New artists often find themselves being paid a fraction of what they deserve, while producers and label owners make the lion’s share of profits.

Despite the immense popularity of their tracks, many artists struggle to see significant financial returns from their work.

2. Limited Creative Control

In the race to commercialise Amapiano and meet demand, many new artists are being pushed to produce music that aligns with the interests of record labels and industry executives, rather than their own artistic vision.

This lack of creative freedom can result in a stifling environment where the artists are forced to churn out tracks that appeal to trends, rather than cultivating their own unique sound.

Emerging artists are often pushed to work within the confines of formulaic production styles or to collaborate with established names to gain visibility. This leaves little room for the new generation to experiment, innovate, or shape the future of the genre.

3. Exploitation by Promoters and Event Organisers

Live performances and gigs are a major revenue stream for Amapiano artists. However, many new artists find themselves exploited by event organisers and promoters who promise big paydays but fail to honour their commitments.

Artists are sometimes forced to perform for free or at significantly reduced rates, with promises of future exposure or bigger opportunities that never materialise.

Young artists are often made to feel as though they have to “pay their dues” by accepting exploitative deals.

This practice not only undermines their financial stability but also creates an unbalanced power dynamic where the artist’s value is not recognised or rewarded.

4. Social Media Pressure and Public Scrutiny

The pressure to maintain an online presence and grow one’s fanbase has never been more intense. For new Amapiano artists, social media platforms like Instagram, Twitter, and TikTok are essential tools for building an audience and securing deals.

However, this also opens them up to relentless scrutiny and exploitation by both fans and industry insiders. In some cases, artists are coerced into creating content that is not only outside their comfort zone but also damaging to their personal brand or mental health.

Social media influencers and producers who profit off Amapiano often leverage their platforms to promote certain artists, sometimes pushing them into collaborations or deals that they are not ready for or do not fully understand.

The pressure to perform on these platforms can become overwhelming, leading to burnout and a loss of identity for many young stars.

5. Over Saturation of the Market

As Amapiano’s popularity grew, so did the number of artists attempting to break into the industry.

While this has led to an exciting diversity of sounds, it has also contributed to market saturation. There are now thousands of aspiring Amapiano artists, many of whom struggle to get noticed amidst the noise.

With so many new talents entering the scene, it becomes harder for them to secure long-term success or financial stability.

In this environment, established producers and labels often have the upper hand, dictating which artists get the most exposure while others remain in the shadows.

Many new artists find themselves stuck in the cycle of producing hit after hit without the ability to differentiate themselves in a crowded market.

What Needs to Change?

To ensure that Amapiano continues to thrive and that new talent is given the opportunity to succeed, several changes need to be made to the way the industry operates.

1. Fairer Contracts and Transparency

A more transparent and fairer system for contracts and royalties is essential for the health of the Amapiano music industry. New artists should have access to legal support and advice before signing contracts to ensure they understand the terms and conditions of their agreements. Establishing more equitable royalty-sharing models will ensure that artists receive their fair share of the profits from their work.

2. Support for Artist Development

The focus should shift from just making hits to helping young artists grow and develop their careers sustainably. Industry stakeholders need to provide mentorship, resources, and opportunities for artistic freedom, allowing new artists to grow without compromising their creative vision. This will encourage a diverse and innovative future for Amapiano, rather than relying on repetitive formulas.

3. Fair Pay for Performances

Promoters and event organisers must pay fair wages for live performances and ensure that artists are compensated fairly for their time and effort. Artists should be seen as valuable contributors to the success of events, and their work should be respected and rewarded accordingly.

4. Mental Health Support

Given the intense pressures faced by Amapiano artists—especially emerging talent—mental health support and resources should be made available. The pressures of maintaining a public persona, dealing with online scrutiny, and navigating the complexities of the music industry can take a toll. Artists should have access to counseling and other support mechanisms to protect their well-being.

Conclusion: Amapiano’s Future and Its Artists

While Amapiano has undoubtedly become a defining cultural force, the exploitation of new artists is a growing issue that must be addressed for the genre to have a sustainable future.

If the industry continues to place profits over people, the very foundation of Amapiano—the innovative, grassroots talent that propelled it to success—may begin to erode.

The responsibility lies with producers, record labels, promoters, and even the fans to ensure that the next generation of Amapiano artists are supported, treated fairly, and given the opportunity to thrive both creatively and financially.

Only then can Amapiano continue to evolve into a genre that celebrates not just its successes, but the people who make it great.