The economic impact of Amapiano: When culture, creativity, and commerce collide

It seems I may have been the only one in South Africa who missed the Scorpion Kings Live with Friends concert—talk about living under a rock. My consolation prize? Catching up on the lyrical miracle via Instagram stories, because my people are always standing on bizness. And honestly, with the seamless production and futuristic visuals, it almost felt like watching a 3D blockbuster from the comfort of my bed.

South Africa has long carried the world on its cultural shoulders, and this show etched the duo’s names firmly into our creative history books. Beyond the spectacle, the event was a bold reminder that creativity is not just entertainment, it is a force that shapes social experiences, builds industries, and drives economies.

Amapiano, once the soundtrack that kept us together during Covid-19 lockdown, is now a global cultural export. It has created careers, inspired collaborations, and illustrated the potential of public–private partnerships in fuelling iconic moments. One unexpected highlight? Prasa.

Yes, the Passenger Rail Agency of South Africa. For once, the trains ran like a well-oiled machine—safe, efficient, and running into the early hours. Picture this: hopping from Gautrain to Shosholoza like you’re in New York navigating a perfectly organised subway. Who had that on their 2025 bingo card? The smooth transport system not only avoided traffic chaos and discouraged drunk driving but also proved that when infrastructure meets art, communities thrive.

As Samuel Kakungelu points out in his work on Balancing Creativity and Business, artists today must pair their creative spark with entrepreneurial acumen. The Scorpion Kings’ production embodied that lesson. Behind the scenes was a masterclass in strategy: sharp marketing, strong branding, and a deep understanding of financial literacy’s role in sustaining careers. The results speak volumes, an estimated R64 million in revenue generated and over 1 000 jobs created, many for young South Africans eager to build careers in the entertainment industry.That figure is more than a headline; it is an indicator of how cultural events can uplift economies.

Beyond ticket sales, the ripple effects extended to food vendors, transport operators, set designers, fashion stylists, and digital content creators. This wasn’t just a concert; it was an ecosystem in motion.The global ambition of Amapiano has also been remarkable. From Johannesburg to London and even Portugal’s Afronation festival, the genre is rewriting Africa’s cultural narrative.

Cross-border collaborations with international artists have amplified the sound, proving its universal appeal. These global tours don’t just sell out stadiums, but they boost tourism, increase content consumption, and attract investments into Africa’s creative economy. They signal that African creativity is not an afterthought but a leading export.

And while the beats made bodies move, the underlying message was clear: the intersection of creativity and business is where innovation and sustainability live. Artists are no longer just performers, they are entrepreneurs, brand builders, and cultural diplomats. The entertainment sector has grown into a significant contributor to the national economy, with ripple effects across industries that sustain livelihoods and build national pride.

What unfolded on that iconic night was more than music. It was proof that our cultural expression has economic weight, that artistry can fill stadiums, power public infrastructure, and open new markets. For the young and young at heart who danced under those lights, it was an unforgettable experience. For South Africa, it was evidence that investing in creativity pays dividends far beyond the stage.The Scorpion Kings didn’t just host a concert. They orchestrated a cultural movement, one that highlighted the economic muscle of entertainment and reaffirmed the power of dreaming big.

Long after the lights dimmed, one truth remained: when creativity meets opportunity, the results are nothing short of history-making.

Nthame Mametja, Stakeholder Relations Officer at 22 On Sloane.

*** The views expressed here do not necessarily represent those of Independent Media or IOL.

BUSINESS REPORT