Spotify Africa ‘Khuphuka Nathi’ Brand Film

Zulu people are South Africa’s largest demographic and language group, with a musical legacy that stretches from maskandi and gospel to gqom, hip hop, and Afro-pop. Yet, despite Spotify’s growth across the country, uptake in KwaZulu-Natal – the heartland of Zulu culture – lagged behind.

As a brand rooted in culture, Spotify needed to bridge that gap by celebrating and elevating Zulu music on its own terms. The challenge wasn’t just about getting streams, but about making Zulu listeners feel seen, connected, and at home on the platform.

Our solution was to create a film that serves as both an ode and an invitation: a love letter to Zulu music and culture, and a call to all who appreciate its influence. “Khuphuka nathi” – “rise with us” – invites Zulu listeners and lovers of Zulu genres to discover themselves in Spotify’s catalogue. More than just a campaign, it’s a bridge between cultures, proving that Zulu music is not only for Zulu people but for the world.

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: Mantwa Toka, Nkululeko Vilakazi
Agency Producer: Wakhile Sithole
Agency Art Director: Mantwa Toka
Art Director/Stylist: Candice Drury, Amy Zama
Account Management: Sindy Mazibuko
Cinematography: Pierre De Villiers
Strategist: Tafadzwa Penny
Writer: Audrey Nyamucherera, Nkululeko Vilakazi

Media Agency: Publicis OneVibe

Film Production Company: Patriot Films
Film Director: Sam Coleman
Producer: Zayd Halim, Lauren Dugmore, Olivia Murdoch, Jodi Benzimra, Michelle Duvenage
Cinematography: Pierre De Villiers

Post Production Facility: The Refinery
VFX Operator: Hilton Henstock

Editing Company: Priest Post Productions
Editor: Amelia Cohen

Recording Studio: (Not an IDIDTHAT member)

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