‘The Ultimate destination for African dance and electronic music’ is how Apple describes their new platform, Isgubhu. Africa’s dance and electronic music scene has been dominated by South African artists, but the genre has been growing steadily as other artists from different countries have adopted the sound and refined it into their own versions.
“Apple Music has been a long-term supporter of the incredible DJs, artists, and producers within the Dance and Electronic music community in Africa and we’re very excited about the launch of Isgubhu. Our regional teams are true advocates for the culture and we’re committed to continuing to connect artists to a global audience,” says Stephen Campbell, Apple Music’s Global Head of Dance and Electronic music.
Isgubhu is a Zulu word that literally translates “to beat/drum.” It will host a selection of playlists covering multiple genres and scene spotlights, as well as having a section dedicated to seminal albums from the history of dance and electronic music from the continent.
“It’s a true honor to be titled as the very first Isgubhu hero artist by my friends at Apple Music. To me, home is everything… the absolute core of my being. Bringing the sounds of South Africa to the world is a life-long mission I’ll never stop chasing after.” says Legendary South African artist, Black Coffee.
Photo: South African DJ, record producer, singer and songwriter, Black Coffee
Apple Music is trying to solidify its presence in Africa, they have a head start in the market as their major competitor, Spotify, doesn’t have operations in Africa. It will be interesting to see what other partnerships Apple music has planned in Africa. You can check out Isgubhu here.
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