Spotify Africa ‘Decline Is Not Denied’
Spotify Africa ‘Jealous Boys’
WISH IDIDTHAT September 2025 – View Showcase
ABOUT THE WORK
To reach South Africa’s largest audience, we had to speak their language (music) and live within their culture. Recognising that KZN and the broader Zulu nation remain one of Spotify’s most untapped markets, we saw an opportunity to connect with this demographic in a way that honoured both their culture and their music.
Our insight was simple: the music we love doesn’t just stay in our headphones, it shapes who we are. It influences how we speak, how we move, and how we define ourselves, becoming as ingrained as cultural identity.
We brought this insight to life through radio ads that spoke like the music itself. For the SA Gospel playlist, scripts mirrored the vayi-vayi cadence of gospel, while for Gqom, characters delivered lines with the raw energy, attitude, and slang of the genre. Each ad embedded the rhythm, dialogue, and spirit of the music, turning promotion into authentic cultural storytelling.
The result was a campaign that didn’t just advertise playlists – it celebrated the way music shapes identity, connecting listeners to a shared passion and reminding them that Spotify is a home for the music that defines them.
CREDITS
Client/Brand: Spotify Africa
CMO or Marketing Director: Sithabile Kachisa
Marketing Manager: Kevin Seturumane
Agency: Machine_
Regional Agency Group: Publicis Groupe
Agency Managing Director: Robyn Campbell, Lindsey Rayner
Chief Creative Officer: Pete Little
Executive Creative Director: Jabulani Sigege
Creative Director: Nkululeko Vilakazi, Mantwa Toka
Producer: Wakhile Sihole, Neo Sibeko
Account Management: Sindy Mazibuko
Writer: Audrey Nyamucherera, Jabulani Sigege
Media Agency: Publicis OneVibe
Recording Studio: (Not an IDIDTHAT member)
Performance: Lerato Mvelase, Khulu Skenjana, Lindo Mduduzi Dlamini, Welile Nzunza
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
